Coastal Grandmother

“I’ma take your grandpa’s style, I’ma take your grandpa’s style” ~ Macklemore & Ryan Lewis, Thrift Shop lyrics

Well, in this case, it should be grandma’s style!

The coastal grandmother trend was started by a Tik Toker, Lex Nicoleta in March and has been poised to be the leading trend for Summer 2022 (and maybe onwards). It is a fashion and lifestyle trend woven into one.

Coastal grandmother style can be described as an aspirational lifestyle that involves what you wear (neutral, crisp, classy staples), what you do (cooking, gardening), and the way your home looks (cozy interiors, fresh flowers, farmhouse style kitchens), and what you eat and drink (recipe book cuisines, specialty coffee, tea, wine).

Photo by M. Ford from The Gator’s Eyes

The coastal grandmother trend is all about minimalism, being laid back, relaxing, refreshed, and empowered.

It draws directly from the subculture of the majority of women in their 50s and up, who are somewhat retired from caregiving, and the corporate world, and are now free to be women. Free to be who they want to be, free to do what they want to do, and most importantly not answer to anyone.

This coastal grandmother trend is introducing this subculture of older women to younger women and affirming the belief and position of older women in their freedom. And younger women are eating it up! Who does not want to feel relaxed, refreshed, free, and empowered?

During the height of the COVID-19 pandemic, and the lockdown orders that followed, many younger women had the opportunity to experience some of this coastal grandmother lifestyle and they do not want to turn back. However, according to Caitlin Flanagan the author of Girl Land and To Hell With All That, the coastal grandmother lifestyle is a reward that younger girls have not worked for.

Looking to learn more about consumer trends, contact my data, research & consulting company, Versa Research.

References

https://www.theatlantic.com/ideas/archive/2022/06/coastal-grandmother-aesthetic-tiktok-fashion-trend/661151/

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Busola Boyle-Komolafe

Busola Boyle-Komolafe

Zealous researcher & consumer behavior specialist with over 11 years conducting research in different markets. Currently runs Versa Research in Lagos, Nigeria.