The Micro-Trend of Coastal Grandmother: A Style Here to Stay or One to Be Washed Away?

This past month, the internet saw the birth of a new micro-trend called “Coastal Grandmother.” A micro-trend is “one that quickly rises in popularity and falls even faster.” So, is this style of coastal grandmother a trend fashion lovers will see through the summer and beyond, or one only to last for a few weeks? To analyze this trend, we must first look at what exactly this trend is. Coastal grandmother is not only a fashion trend but a lifestyle trend as well for fashion lovers of all ages. Think of old money on Maryland’s coast or Martha’s Vineyard. Or, think of white wine, cream linen pants, and blue hydrangeas. The coastal grandmother has an independent and relaxed lifestyle which includes but is not limited to playing tennis at the country club, walking her Yorkie along the beach and spending hours perfecting her oyster recipe for the annual block party. It may sound far-fetched that most people can achieve this lifestyle, but everyone can learn a little something from the coastal grandmother aesthetic. This aesthetic is a rejection of the bold trends we have seen this past year like leather pants and corset tops. It invites the consumer to enjoy thrifted pieces that hang loosely from the body in order to further the relaxing lifestyle.  

This trend became prevalent through TikTok like many trends have in recent years. The app gives users a glimpse of what it’s like to live someone else's lifestyle through short videos. The costal grandmother lifestyle includes shopping at stores such as J. Crew or Lilly Pulitzer to pick up fresh linen and cotton basics. Timeless real gold jewelry is also a must. Activities such as yoga and wine tasting also fit the mold. Although, people on TikTok have shown it’s much easier to achieve this lifestyle than it seems. A pastel-colored sweater and straw bag can be easily found at your local Target or on Amazon. Strappy sandals, bucket hats and shades of tans and creams are all you need to achieve this look. Extra points if you can find something blue and white striped, or a matching linen set. Don’t forget the straw hat and rattan bag to take to the local farmer's market. The coastal lifestyle was once only attainable if you had the means to pack up everything you owned and go off the grid for a few months on a small New England Island. But when Gen Z achieved the “Coastal Grandmother” aesthetic, something as simple as horderves on the campus green became a substitute for a whole summer on Nantucket.  

This trend could very well also be an extension of a slower lifestyle seen because of the COVID-19 pandemic. Two years ago, athleisure and work from home was the lifestyle most people were following. Many saw the benefits of having less on their schedules and enjoying the present. The coastal grandmother lifestyle and aesthetic follows just that. Many trends following the pandemic included bright colors and groovy patterns, as seen in the popular ’70s trends from the summer of 2021. Costal grandmother however met us somewhere in the middle of these two extremes. It includes a leisure filled lifestyle and fashions to match, emphasizing indulgence in oneself with fine wine and savory seafood, or Pilates lessons by the coast.  

While it is unclear if this trend will stay for long, no one can deny that enjoying a piece of the coastal grandmother aesthetic here or there, whether by having a picnic or exploring a passion, is the perfect way to slow down and smell the roses.