Dark Academia: What It Is, Where It Started, and How Handmade Sellers Can Capitalize

Unlock the Mysterious World of Dark Academia and Tap Into Its Growing Trend for Your Handmade Business

What is Dark Academia?

The Dark Academia trend is a subculture centered around an appreciation for classic literature, the arts, history, and a moody, vintage aesthetic. It evokes the mysterious and intellectual vibe of an old university campus, with imagery like ivy-covered buildings, candlelit libraries, worn-out books, and vintage fashion. The color palette often includes deep browns, forest greens, and muted tones, creating an old-world, almost gothic feel.

Where Did Dark Academia Start?

Dark Academia emerged in the mid-2010s, primarily through Tumblr, before taking off on TikTok and Instagram. It draws inspiration from classic literature (think “The Secret History” by Donna Tartt or the works of Oscar Wilde) and was fueled by younger generations seeking a nostalgic, academic, and romanticized view of learning. It also gained momentum as people romanticized the quiet, introspective lifestyle associated with academia, especially during the lockdown periods of the pandemic.

How Handmade Sellers Can Capitalize on Dark Academia

For handmade sellers, the Dark Academia trend presents a rich opportunity to connect with consumers seeking products that embody a certain depth, mystery, and vintage allure. Here's how you can tap into the trend:

1. Curate a Moody, Intellectual Vibe Handmade products that evoke feelings of nostalgia, mystery, or a scholarly aesthetic will resonate well. This can include vintage-inspired items like old-world candles, stationery, or fragrance blends that transport customers to another time and place.
   

   Example from Orglamix: Our limited-edition Dark Academia themed collection featuring moody, deep tones like forest green, dark plum, and dusty rose. We could have taken it a step further and designed the packaging to look like vintage book covers, adding an intellectual twist. Descriptions evoke the sensory experiences of studying in dimly lit libraries or strolling through ivy-covered universities.
   

2. Use Nostalgic, Romantic Imagery When marketing your products, lean into the romanticism of history and knowledge. Photographs of your products set against vintage books, old manuscripts, or in classic, intellectual settings (think candles on wooden desks next to leather-bound books) can create an emotional connection with Dark Academia fans.
   

   Example from Wicked Good: A fragrance collection inspired by Dark Academia gained serious traction this fall. Scents could have names like "Old Books," a blend of leather, worn paper, and cedarwood, or "Whispers in the Library" evoking a warm, woody atmosphere surrounded by books with notes of pink pepper, vanilla, and vetiver. A Dark Academia-themed subscription box would allow customers to explore these scents and others tied to literary classics and historic settings.
   

3. Leverage Storytelling and Cultural References Dark Academia is all about storytelling. When crafting product descriptions, use language that draws your audience into a narrative. Reference classic literature, historical events, or mythological elements that align with this trend.
   

   Real-World Example for Orglamix or Wicked Good: A scent called "Oxford After Dark" could be marketed with a description like, “Inspired by late-night strolls across the ancient quads of Oxford, this scent captures the whispers of old libraries, the cool touch of fog, and the warmth of flickering candlelight.”
   

4. Collaborate with the Community Dark Academia has a strong online community, with many content creators dedicated to the aesthetic. Collaborating with influencers, TikTok creators, or bloggers who are passionate about the trend can help introduce your handmade brand to this audience.
   

The Key Takeaway for Handmade Sellers:

Dark Academia is more than an aesthetic—it’s an immersive experience. Handmade sellers like Orglamix and Wicked Good can capture this audience by curating products that reflect the romantic, intellectual, and mysterious elements of this subculture. From moody fragrance blends to vintage-inspired cosmetics, tapping into the trend’s love for history, literature, and aesthetic storytelling can set your brand apart and draw in a dedicated, thoughtful audience.