On TikTok, Le Creuset Is the Cookware Everyone Needs
"Founded in 1925, the French maker of enameled cast-iron cookware has become a TikTok obsession among “cuspers” and other users, who praise its iconic 5.5-quart Dutch oven (a classic that retails for about $360) and other pieces like the honey pot and novelty cocottes shaped like hearts, flowers, and pumpkins. The brand’s vast rainbow of colors — including a new “Cosmos” shade for fall — fuels mood-board–style posts, before-and-after obsession videos, and collection flexes; some users post drawers of cookware to signal affluence, while others lament the steep prices. The trend blends aspirational lust, cottagecore charm, and playful fandom — from viral edits set to Sufjan Stevens, Hozier, and Princess Nokia, to debates about generational taste — and has turned both individual pieces and whole collections into social-media trophies." - Rachel Sugar
