What is the Coastal Grandmother Trend? Designers Explain the Origins of This Viral Sensation

In the world of fashion and design, trends often rise and fall with the seasons, but every so often, something a bit more enduring and quietly stylish comes along. Enter the Coastal Grandmother trend — a movement that has taken social media by storm, captivating the imaginations of those who crave effortless elegance with a touch of nostalgia. But what exactly is the Coastal Grandmother aesthetic, and how did it go from a social media phenomenon to a full-fledged lifestyle? We spoke to designers and style experts to uncover the origins and allure of this viral sensation.

What is the Coastal Grandmother Trend?

The Coastal Grandmother trend is a fashion and lifestyle aesthetic that embodies a relaxed yet refined way of living. Think crisp, linen trousers, oversized cardigans, nautical stripes, and a wardrobe full of neutral tones. The aesthetic draws from a blend of preppy, coastal, and vintage styles, evoking images of a well-travelled woman who resides in a charming, sunlit beach house by the sea. She’s effortlessly stylish, favouring timeless pieces over fast fashion, and often seen with a cup of tea or a good book in hand.

The aesthetic also extends beyond just clothing to home décor, with an emphasis on light, airy spaces filled with natural materials such as wicker, linen, and wood. The Coastal Grandmother lives in a world where the sea meets the shore, and every detail in her home — from the seafoam-coloured throw blankets to the delicate porcelain teacups — reflects her connection to nature.

How Did the Trend Begin?

The term “Coastal Grandmother” was first popularised by TikTok creator Lex Nicoleta in 2022, but it truly gained momentum in 2023. Nicoleta posted a video, using the hashtag #CoastalGrandmother, where she described the ideal lifestyle as “a woman who spends her days enjoying the seaside, reading books, wearing linen, and living a life of peaceful simplicity.”

Nicoleta’s description struck a chord with millions of viewers, particularly those seeking an antidote to the chaos of modern life. The aesthetic quickly spread across social media, where influencers and enthusiasts began to adopt the look, sharing snapshots of their coastal-inspired wardrobes and homes.

Fashion designer Abigail Ahern notes that the trend speaks to a desire for calm, comfort, and a more thoughtful, sustainable approach to living. “In a world that’s increasingly fast-paced, people are looking for ways to slow down and embrace a lifestyle that’s more in tune with nature. The Coastal Grandmother trend offers that, with its focus on simplicity, luxury in the small things, and a timeless, nonchalant elegance.”

The Key Elements of the Coastal Grandmother Aesthetic

1. Fashion

At its core, the Coastal Grandmother aesthetic is rooted in classic, coastal-inspired pieces. Key items include oversized blazers, white button-down shirts, wide-brimmed straw hats, and plenty of relaxed, light fabrics like linen and cotton. The colour palette revolves around soft neutrals — think whites, beiges, creams, soft blues, and sage greens — evoking the serene colours of the sea and sky.

High-waisted trousers and flowy skirts are staples, while nautical stripes and cable-knit sweaters make frequent appearances. The overall effect is polished yet effortlessly chic, with a focus on comfort and versatility. Footwear is often simple and flat — think sandals, loafers, or ballet flats — reinforcing the laid-back feel of the look.

2. Home Décor

In terms of interiors, the Coastal Grandmother aesthetic is all about creating spaces that feel airy, open, and welcoming. Think open shelving, whitewashed walls, natural wood furniture, and lots of light. Soft textiles like linen curtains, cotton cushions, and wool throws dominate the space, while accents like sea glass, driftwood, and vintage porcelain teacups bring in a sense of coastal charm.

Lighting plays a crucial role in capturing the tranquil atmosphere of this style. Large windows or sheer curtains allow natural light to flood the space, while soft, muted lighting fixtures add to the relaxed, sophisticated vibe.

3. Lifestyle

The Coastal Grandmother isn’t just about what she wears or how her home looks. It’s a lifestyle centred on mindfulness, slowing down, and embracing the simple pleasures of life. It’s about cultivating a deep connection with the natural world — taking walks along the beach, enjoying a leisurely afternoon tea, or curling up with a good book on the porch.

Designers often note that the appeal of this trend lies in its sense of balance. It’s not about perfection, but about living with intention and creating an environment that feels nurturing and restorative. For many, it’s a way to disconnect from the stresses of everyday life and rediscover a more relaxed, fulfilling pace.

The Trend’s Rise in Popularity

As with many viral trends, the Coastal Grandmother aesthetic quickly found its way into the mainstream. Celebrities, influencers, and designers alike have embraced the style. Stars like Diane Keaton, whose iconic role in Something’s Gotta Give epitomises the Coastal Grandmother vibe, became an unofficial muse for the trend.

Fashion houses, too, have begun to take note. Resort collections from designers like Chloé and Tory Burch, known for their beachy, bohemian flair, align closely with the aesthetic’s laid-back, preppy yet elevated style. Additionally, brands focused on sustainable fashion, such as Reformation and Sézane, have captured the hearts of those looking for pieces that echo the Coastal Grandmother’s philosophy of thoughtful, enduring style.

Why Has the Coastal Grandmother Trend Become So Popular?

At its heart, the Coastal Grandmother trend taps into a growing desire for simplicity and nostalgia in a world that often feels overwhelmed by noise and constant activity. People are looking for ways to slow down, savour life, and reconnect with nature. This aesthetic, which leans into both the beauty of coastal living and the timeless elegance of an older generation, offers a comforting escape.

As we continue to navigate an era dominated by social media, where trends often come and go at lightning speed, the Coastal Grandmother offers something different: a slow and steady return to the classics. It’s about embracing quiet luxury, elevating the everyday, and creating a life that feels both meaningful and serene.

Designers Weigh In

Fashion and interior designers alike are fascinated by the appeal of this trend. According to interior designer Sofie Gedeon, the Coastal Grandmother aesthetic is a “natural evolution of a global desire for more sustainable, thoughtful living.” She adds, “The trend doesn’t just celebrate beauty; it celebrates a mindful way of life, where less is more and the simplest of things can bring the most joy.”

For fashion designer Emily Parker, the appeal is clear. “It’s a style that’s effortless, but also timeless. The key is in the choice of materials and how the pieces come together to tell a story. It’s not about looking like you’re trying too hard. It’s about living in a way that makes you feel good, whether you’re at the beach or at home.”

The Bottom Line

The Coastal Grandmother trend is more than just a fashion statement. It’s a lifestyle, a return to simplicity, and a gentle rebellion against the overwhelming pace of modern living. By embracing timeless style, natural materials, and a connection to the natural world, it’s no wonder that this aesthetic has become a viral sensation. For those looking to infuse their lives with a sense of calm and sophistication, the Coastal Grandmother trend is a welcome invitation to slow down, embrace the beauty of the everyday, and live with intention.