The Next Instagram Trend After Avocados Is…

I can’t believe I assigned myself a story about figs. As I type this second sentence, ploddingly, while sitting in a sweatshirt and sports bra on my gray faux-suede Macy’s sofa, I am fully aware that I am pumping it with meaningless details about my clothing and whereabouts to distract from the subject at hand:


I don’t want to write about figs. I have to write about figs — fresh ones, to be exact. It is my civic duty as a consumer and distributor of digital media because lately, as I’ve hunkered down each morning to partake in the associated responsibility of eating the internet for breakfast, I’ve been served up giant, juicy platefuls of — you guessed it — figs.

They’re everywhere lately. Have you noticed? If you follow any wellness blogger worth her weight in pink Himalayan sea salt, my guess is yes. Maybe you haven’t registered the fact, but mark my 350 words, if you venture into their Instagram feeds posthaste and scroll, you’re bound to be confronted with evidence. They’re all over culinary websites, too.

I guess I shouldn’t be surprised. Avocados have been reigning supreme for eons and it was only a matter of time before some other vulva-connoting edible substance edged them off the toast/bowl throne. Though it’s hard to compete with nature’s butter, figs are giving avocados the biggest run for their “likes” I’ve seen since that whole unicorn upheaval.

So what’s the big deal? Why are people so obsessed?

I have a few theories:

1. The unique combination of sweet flesh and soft skin is long-deserving of a global platform. It’s basically candied cannibalism.

2. Fig Newtons are finally exacting revenge for all the times they’ve been maligned.

3. This is all a ploy to get people to eat more ricotta (for the uninitiated, ricotta is the most popular adherent of choice for fig-to-toast suction — the peanut butter to its banana, if you will).

What do you think? Am I onto something? Are you getting figgy with it? Should I put on a real shirt? Let’s hash it all out in the comments.

Photo by Louisiana Mei Gelpi. 

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  • Abby

    Hot take: Fresh figs are gross! The texture is just so nasty and the insides look like what I imagine the inside of an intestine looks like. Hard pass.

    • Amelia Diamond

      I actually looooove them but you gotta limit it to like 3 tops or else you better stay home

      • I will eat literally 30 in a sitting if you let me…I have no control.

      • So true! Same for plums.

      • Jessica

        This is actually a good thing for me, they are such a great remedy for pregnancy-related constipation 😉

    • Nooooo they’re my favorite

      • tuberoseandvetiver

        Fresh figs for the win!!!

  • Danielle Cardona Graff

    They’ve also been used in cocktails for quite some time now. I have absolutely no idea of the nutritional benefits, but figs do have visual appeal.

  • Teresa

    I OD on figs every summer. Too bad they’re not in season anymore because now I am craving them.

  • Why post about figs when they’re not in season. Now I’m craving them. 🙁

    Charmaine Ng
    Architecture & Lifestyle Blog

  • I agree with 1 and 2, but not 3. Also, figs are not in season right now. Where are these bloggers getting figs?

    • California? idk really

  • Oh I love you. And this.

  • tuberoseandvetiver

    When is it going to be lychee’s time to shine????

  • What is the texture like? I want to try… but they look like the texture might freak me out a bit.

  • Adrianna

    I could see why they’re a trend from a photography POV – they’re visually interesting.

    I haven’t noticed a trend in figs, but this post reminded me of one of my favorite instagram accounts and photographers to follow, I first became aware of Jamie Beck for her fashion photography (relevant to Man Repeller) but took notice of her account again because she took a year off to create personal work in France. (An American obsession with France is also relevant to Man Repeller) All of those images of the woman are actually of her! She reveals in her Instastories how she pulls off the self portraits.

    A bit of a digression, but she also posts images of fruit 😉

    • Laura

      haha this post also reminder me of her account – must be all those fruit images! she has some of my favorite insta stories. my guess is she must’ve also posted about figs at some point.

      • Adrianna

        She has!

    • Hola

      Yes!! Jamie Beck came to my head too!!

  • mandy

    But…they’re so last season (summer).

  • Abby Colby

    Is there an underground cartel funneling in-season figs to the East Coast?! WE NEED ANSWERS.

    Sports, for People Who Kind Of Hate Sports:

  • Hola

    Spanish speaker here! I’m from Mexico and at least I only eat my figs “cristalizados” (cooked in sugar) in “pan dulce” (pastry in english? I don’t know… but pan dulce would stand for sweet bread in a bad translation, I think) One example of this kind of bread or pastry (?) is Rosca de Reyes, which we eat in January 6th. I didn´t find a picture of the regular kind of bread with figs, which is sold all the year, in Google (sorry)

  • Jessica

    Yes to figs! Although, frankly, with my Portuguese heritage, figs have always been a part of my life. Happy to see others are also enjoying them. Unless that makes it harder for me to buy a case whenever they’re on sale, in which case, go back to avacodos everyone else.

  • Julia

    I had never tried a fresh fig until last year. It’s become an obsession. Glad people are getting behind it

  • Kathie Goldy

    Wonderful just picked, but fabulous dried.
    My favorite is on naan with hummus,goat cheese, roasted red pepper, died figs then drizzled with a fig balsamic reduction💫

  • Amy L Campbell


  • femdyk

    Omg. My backyard tree was just loaded last summer! 2# a day!
    A fig tree is a great plant. No bugs, few diseases, a concersation starter… plus FIGS!
    $6/lb locally. Somewhere else? Figure out the shipping. Let’s talk.

  • Robin

    So amazed by differences in food culture. I live in southern europe and figs are just… figs? As sweet, delicious and old as anyones grandma

  • Catherine

    i’m a bit wary of them bc they resemble a demogorgon ? #seedy

  • emma gabrielle

    candied. cannibalism.

  • I loooove figs ! But a little less now after this article, by fear of turning into an instag-zilla (if that’s a thing 😉
    yet I agree, there so last season (september 😀 )

  • Leslie Hitchcock

    This is going to sound weird, but one of the best books I’ve read recently was an exhaustive history of the fig. Highly recommend because in addition to being delicious they are a FASCINATING FRUIT.

  • belle

    Too bad they’re in season for like five days a year…plus the whole wasp thing will always skeeve me out, even though I KNOW I’m not eating them.

  • Kattigans

    My dad has a fig tree and as a kid, I hated them. I thought they were weird and gross. But then something weird happened and ~15 years later I got a huge fig craving this past summer that I couldn’t stop. I became obsessed with figs, goat cheese, drizzle of balsamic and bacon all baked together on a nice little toasty piece of bread. I was so dedicated to this snack that I even came home drunk from Outside Lands at 12 am and made this for myself #FigLyfe

  • My dad is from the middle east and his fig obsession is at an all time high when he is visiting relatives overseas. His opinion of figs here in the states: meh. The ones in California are good to me. When they’re perfectly ripe and you peel off the skin – sweet, light and soft. It’s almost sexual…

  • Marley Arviso

    Ughhh I’ve had a fig tree in my backyard for the last 10 years and I still have no idea how to harvest these lil buggers! I can never get the timing right 🙁

  • Bo

    I don’t usually comment, but if there is one thing that will bring me out from lurking in the digital shadows, it is figs. I am sooo here for this 😃