Trend of the Month: Coastal Grandmother

Move aside Indie Sleaze and Y2K-core, there’s a new girl on the block and it’s the Coastal Grandmother. Originally coined by TikToker @lexnicoleta back in January 2022, this fashion aesthetic has really started to pick up with summer being just around the corner. According to the TikToker the aesthetic is inspired by the wardrobes of the female leads in romantic Nancy Meyers films. This cozy, yet refined style is trademarked by crisp, white button-ups, linen pants, simple linen blouses, and of course a straw hat. While the reference points of this aesthetic may be Diane Keaton, Ina Garten, and Meryl Streep, celebs like Reese Witherspoon and Anne Hathaway are proving that you don’t need to be grandmother to fit to this aesthetic. This trend is a refreshing switch from the over-the-top Euphoria-saturated trends and Stylight users are jumping on this trend with traffic increases on the following categories:

+65% straw hats
+23% linen pants
+62% linen blouses
+37% linen shirts
+37% pearl necklaces
+19% clogs
+141% Birkenstocks

We also saw a remarkable +833% increase in search interest for “Coastal Grandmother” on Google Trends and 31.9 million views for #coastalgrandmother on TikTok (12.05.2022).

*Stylight data is based on the time period of April 1-11 compared to the time period May 1-11. Google Trends data is based on the time frame of the beginning of April (3.4.2022) compared to the beginning of May (9.5.2022).