You Don’t Need a Fall Rebrand to Enjoy the Season

By Julia King

Images via Pinterest; Graphic by Julia King

The arrival of autumn always evokes natural imagery. Crunchy leaves, sprawling pumpkin patches, full moons hanging over a chilly night. Autumn is defined by the abrupt shift in environment; once fall hits, everything feels different. 

As of recently, however, summer’s transition into fall isn’t simply a seasonal shift, but a sign you must start anew. Not spiritually or emotionally, but rather, physical evidence of the season’s changes; tokens to prove you’re really embracing fall. With this comes a wave of consumerism that tends to only distract from the natural whimsy of the season. 

This has manifested differently over time. Traditionally, it is represented by the copious amount of disposable decorations and cheap Halloween costumes Americans buy the second they feel a cool breeze. Inflatable figures suddenly sprout on front lawns; plastic skeletons populate porches. Consumers flock to Spirit Halloween to claim their next polyester get-up that will be disposed of in the next 30 days. Or, if they need it even faster, they fill their SHEIN carts and get ten costumes delivered with just a few clicks. 

Recent years have brought about a new iteration, steeped in the same obsession with self-improvement that’s grown all too common among Gen Z. We are now amidst the “fall rebrand,” a perhaps well-intentioned, but sometimes superficial, opportunity to continue consuming and aestheticizing everyday life. 

The object of the rebrand isn’t entirely clear. Some point to a curated wellness routine exemplified by matching workout sets and colorful salads, while others focus on visually pleasing elements to represent the season. This was exhibited most recently by the release of Starbucks limited-edition “Snoopy Glass Cold Cup,” which, predictably, had consumers camping out at 3 a.m. to secure one (or multiple) of their own.

Courtesy of TikTok

Whatever the goal is, the rebrand maintains a focus on material improvements and seasonal products. That said, I don’t want to undermine the value of romanticizing new seasons and everyday life. Excitement over new fall products or trendy costumes isn’t inherently bad, and shouldn’t be treated as malicious.

Simultaneously, we should try to take pressure off the visual appeal of the season, and instead pursue ways to enjoy fall without unnecessary consumption or waste. I offer a few simple ideas below:

Rent fall classics.

To me, fall is characterized by the cozy, warm aesthetics of old Halloween movies and episodes (think Hocus Pocus or Gilmore Girls). What better way to honor the nostalgia of the season than rent a spooky literary classic from your local library, or rewatch an old fall favorite? Even better, find a free outdoor movie to enjoy with your community.

Explore new journal prompts!

Journaling is one wellness habit that can never really go out of style. Every season brings new questions to explore, while also promoting effective self-reflection and processing. 

Substack has a plethora of free prompts inspired by the fall season, ranging from emotional self-exploration to lighthearted seasonal this-or-thats. 

If you’re craving to buy a new something to celebrate the season, a journal is a great option. It is guaranteed to last you through fall and beyond; and often becomes an emotional keepsake; a memento of the seasons you’ve lived through.

Tap back into childhood.

Your first falls are often the most magical. Yes, there’s the unbridled excitement to put on your costume and eat candy until you’re sick; but there’s also a desire to be outside and see all the natural magic of the season. Circling back to these simple activities — apple picking, corn mazes, or pumpkin patches — can serve as a refreshing reminder that activities can be affordable, low-stimulation, and still fulfilling.

As a bonus, they traditionally involve local family businesses that are only open part of the year. These activities force you to get outside and participate in your own community, even if it’s as simple as strolling around amidst the crisp air.