The Coastal Grandmother Starter Pack | EDITED

What is a Coastal Grandmother?

The escapist, minimalist subculture that embraces a lifestyle by the coast is the latest aesthetic going viral on TikTok. 

EDITED recently explored the market impact of Bimbocore, fueled by Y2K dressing and Pamela Anderson experiencing a pop culture renaissance. This week, we unpack the Coastal Grandmother subculture, which is not limited to summer or older generations despite the name!

Read on to find out the signature products and retailers can transition the trend into fall.

For more data behind TikTok’s biggest trends, reach out for a demo today.

Key Takeaways

• The Coastal Grandmother aesthetic embraces a beachy lifestyle and is the latest escapist subculture taking over TikTok, with the term amassing over 1.1bn views. Nancy Meyer movies serve as key inspiration across apparel, accessories and home interiors.

• Despite its coastal associations, the subculture isn’t just limited to summer. Tried-and-tested trends with little seasonal anchoring form its backbone, such as neutral hues, turtlenecks and button-down shirts.

• Centered around a more pared-back look and “anti-trend” merchandise, it’s a chance to sell to those seeking a more minimalist aesthetic over sexy and dopamine dressing.

• With natural origins and breathable qualities essential traits of the subculture, utilize edits to drive sales of linen apparel. Arrivals have uplifted by 15% YoY. Straw and white bucket hats should also be promoted, offering a chance to increase sell-through outside of the festival season and cross-merchandise with white dresses and sliders.

The Aesthetic’s Roots

The escapist, laid-back subculture was popularized by TikToker Lex Nicolet, with the term’s hashtag already garnering over 1.1bn views. Movies by filmmaker Nancy Meyers serve as key inspiration, drawing on a beachy lifestyle and the outfits of the respective female protagonists played by Diane Keaton and Meryl Streep in films such as Something’s Gotta Give and It’s Complicated. It has captured consumers’ interest, with “Coastal Grandmother Outfits” and “Nancy Meyers Aesthetic” Pinterest searches surging. Celebrities embracing the trend so far include Anne Hathaway, Selena Gomez and JLo.

Images via @annehathaway, Columbia Pictures & @selenagomez

Why it has Longevity

It Incorporates Perennial Trends

From neutral hues to button-down shirts and cashmere sweaters, tried-and-tested year-round trends with little seasonal anchoring form the backbone of the aesthetic. It holds appeal to all demographics, spanning Gen Z to the mid & mature market. Poster brands include Eileen Fisher and Ralph Lauren.

It’s an Antidote to Sexy & Dopamine Dressing

While the sexy dressing renaissance is alive and thriving in retail, this new subculture is centered around a more modest aesthetic and embraces pared-back “anti-trend” merchandise. This provides a selling opportunity to target consumers wishing to buy into a more minimalist aesthetic.

The Summer Staples

Linen pants

There is a 15% uplift in linen apparel retailing YoY, with more retailers referencing its natural and eco origins and breathable qualities – essential traits of the subculture. Pants and shirts are key garments.

Button-down shirts

A quintessential piece, push white and blue-stripe shirts as an easy layering item. Blue is the top-stocked trend color at 12%, with Nasty Gal, Free People and M&S holding the most options. 

White dresses

Amid the shape’s revival, mini dresses’ share of the mix has grown YoY, accounting for 33%. Cross-sell with other subculture staples, such as twee A-Line dresses and sporty, preppy styles. 

Images via Ann Taylor, Marks & Spencer & Loft

Images via Abercrombie & Fitch Jigsaw, American Eagle Outfitters

Images via COS, NA-KD & Jigsaw