Friday, 6 November 2015
Lust for Land
For me, this comforting and colourful piece of art, along with the explosion of festivals, Tchibo weeks and Aldi special offers celebrating crafts, and home cooking, jams, marmalade, gardening, growing and making, characterises a particular aspect of the 10-year 'reign' of Angela Merkel.
Despite the fact that Germany is becoming more urbanised, German hearts still yearn for a simpler, slower, less technology-ridden life closer to nature. Probably the clearest manifestation of this trend is the success of Landlust magazine, which was launched 10 years ago and now enjoys a circulation of over 1 million - more than that of Der Spiegel.
And, yesterday, Landlust launched in the UK, with its German title and the tagline 'spirit of the countryside'. The British edition carries the same mix of crafts, nature and recipes, with a distinct German touch - the recipes include hazelnut cake, baked apples and Rouladen.
I suspect that an unashamedly German title launching in the UK would have been met with derision 10 years ago, but times have changed. I blogged about the subtle German invasion here. Can Landlust tread in the footsteps of Aldi and Lidl? Will the W.I be renamed Die Landfrauen?