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Howarth set up her dedicated TikTok account DarkAcademiaOnly late last year. Dark academia is vague enough to apply to everyone’s interest and make everyone’s desires feel validated in a sophisticated way.” We desire something more than the mundane. It’s become so popular because we all see ourselves as intellectuals, whether we admit it or not.

It’s mysterious, it’s seductive, and it’s dangerous to want to know so much. In fact, sales across key dark academia titles at Waterstones have seen an increase of up to 325 per cent since 2019.Īnother keen BookToker, 23-year-old Cameron Capello – aka ChamberOfSecretBooks on TikTok (a Harry Potter reference) – says that dark academia “is just depressing enough to create a tension between angst and achievement.” It encapsulates a thirst not only for knowledge “but the lifestyle surrounding knowledge.

Significantly, that enthusiasm is translating into book sales: not always the way with online fandoms. TikTok videos with the hashtag #darkacademia have been viewed 2.4 billion times, while on Instagram, there are currently 1.7 million dedicated posts. Perhaps it’s not surprising, then, that dark academia has exploded on social media, driven by Gen Z users (Haworth says her core demographic is aged 13-20). There is a wistful earnestness to the endeavour that is rather endearing. Likewise, few of us who actually had an uninterrupted education are that eager to get back to school, but there are many who missed out during the pandemic, and so are idealising an experience that they have been denied.

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A world free of technology is probably a lure – especially since we spent hours upon hours staring at screens during Covid. “I think of a beautifully adorned house shrouded in mist, majestic architecture, and all the literature that comes with it.” It’s a sort of fantasy, faux-nostalgic version of history – just as Steampunk co-opts Victoriana. “I really love the moody, Gothic aesthetic,” she explains. It has a similar vibe, but applied more to period buildings and academic spaces, and with darker undertones.

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This, after all, is the Twilight generation, growing up with Stephanie Meyers’ melancholy vampire books, as well as with Harry Potter’s irresistible riff on the exclusive boarding school and its hidden treasures (JK Rowling’s series itself a mishmash of older works).Īlisha Howarth, 25, who has the TikTok handle DarkAcademiaOnly, says the term has been “floating around for a while, and probably became mainstream in the last two years.” She had previously resonated with social media subcultures like cottagecore and naturecore – essentially a romanticised view of rural life, in harmony with nature – and so quickly latched onto dark academia. It covers a wide spectrum of influences, from the 18th century through to the 1940s, and takes in more recent texts too. Donna Tartt’s The Secret History is the dark academia Bible, but you could reach back to the Romantic poets or the Brontës (as, in fact, Kate Bush did), to Dead Poets Society, Daniel Radcliffe’s Ginsberg biopic Kill Your Darlings or Brideshead Revisited… now revisited again. This is a new generation commandeering a long-established Gothic aesthetic and making it their own – the equivalent of a Stranger Things-watching teen pompously telling you to check out this brilliant singer Kate Bush. If this awfully sounds familiar, that’s because it is.

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Think tweeds and corduroy, leathers satchels, autumn leaves whirling outside the windows of an Oxbridge (or, in America, New England) college, a dusty library with secret tomes, long-haired youths handwriting meaningful poetry, brooding lovers with turbulent inner lives, and, at the sinister end, cult rituals performed by eerie candlelight.

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But “BookTok” influencers – popular TikTok users making videos to recommend good reads – have also directed their acolytes to more niche titles like Ruby Dixon’s Ice Planet Barbarians, a sci-fi erotica series featuring blue-skinned aliens.īut the most surprising trend propagated by BookTok influencers – and a big driver in Waterstones’ sales hike – is something known as “dark academia”. Yes, there’s the expected romance, thrillers and fantasy in there. Is TikTok really the saviour of the publishing industry? It’s certainly responsible for a recent surge in sales, according to Waterstones, which compares the beneficial effect on a new generation of readers to the almighty Harry Potter phenomenon.īut the types of books boosted by this Gen Z intervention aren't exactly predictable.