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Dear coastal grandmother, we stand in awe of your effortless style and recharge our emotional batteries through your radiant energy. You always seem present in the moment — all while juggling the gardening, antiquing, taking trips to the farmer's market, and mastering Ina Garter recipes.
Usually, these love letters go unanswered, but one coastal grandma has replied loud and clear. Journalist Caitlin Flanagan of The Atlantic recently penned an in-depth piece on the trend, and it's as layered as a CG's creamy linen ensemble. If you're wondering how a coastal grandma achieved her swagger, according to Flanagan, "She fought the patriarchy and then smothered it in a cashmere pashmina." The effortless air of the aesthetic comes from pushing back against the salty tide for decades. So, over time, a CG carries herself as smooth and polished as a piece of sea glass.
When you first heard of it, you likely wondered "What is the coastal grandmother trend on TikTok?" Coastal grandmother is often referred to as an "aspirational lifestyle" trend, which seems spot-on. In light of recent political strife surrounding women's rights and the ongoing realization that feminist fatigue can take its toll, aspiring to embody the gritty grace of a coastal grandmother seems a natural inclination.
We tip our straw hats to the women who've paved this path with linen and cashmere. It seems almost rebellious to wear a shapeless dress, and sometimes catching our breath is best done in some wide-leg, breathable linen pants. The news headlines come in waves, folks, and it can grow tiresome. Flanagan highlights that a coastal grandmother "is not stomping around in a nap dress; she's napping." We're all a bit worn down at times, so with a nod to the legit CGs, we share some of our favorite ways to embrace the trend.
In an effort to gather the ultimate coastal grandmother goodies, we called in some fashion industry experts. We combined their guidance on the best coastal grandmother fabrics, styles, and must-haves with social media trends and customer reviews. Additionally, we researched industry data, which suggests that investing in a few CG wardrobe pieces is money well spent because the trend is still gaining momentum (via Sourcing Journal). The result is a curated list that even the CG-famed filmmaker Nancy Meyer would use as mood board inspiration.
"This isn't a pompous trend," says New York City stylist Liv Schriber, but there's a natural captivation with this style "that has long existed before the time of TikTok." Schriber has worked with Teen Vogue and celebrities like NBA's Atlanta Hawks owner Jesse Itzler and has collaborated on handbags with Free People. Channeling that expertise into coastal grandma, she said the main goal is to mirror the ocean's mood, saying, "You want to look calm."
MaryKathryn Arthur is a Lead Stylist at Short Story, where she creates customized style boxes for petite women. Arthur has twelve years of fashion and styling experience, and she mentioned that the first step is to raid your mother and grandmother's closets. And as you look to add to the collection, remember, "Comfort is key as a coastal grandmother, but that doesn't mean you can't be stylish!" Along those lines, the Founder and Creative Director at Mill and Moss, Alex Feldstein, suggests that timeless layers are a near-constant, which makes sense since the aesthetic is associated with life's breezy beaches, which "require you to be sensible while maintaining a chicness."
Calm and chic? Okay, let's do this!
Natural materials, neutral tones, and texture — these are all must-haves for creating the perfect coastal grandmother aesthetic. These loafers are a dreamy creamy color that pairs well with pretty much everything. See that mini platform sole? Well, it's a CG-approved height as well — a little extra, but still modest and comfortable.
Styling Tip: The natural raffia design is also an easy match for dabbling in the loafers and socks trend, which celebrities like Emma Roberts have been sporting lately.
Price: The Franco Carolynn 5 Loafer is available at Franco Sarto for $79.99.
Social Media Highlight: The Carolynn 5 Loafer is one of the brand's most popular styles.
Coastal grandmothers don't compromise on quality — and they honor this in all areas of their lives, from relationships to fashion. State Cashmere embodies these values by partnering directly with shepherds from areas within Inner Mongolia.
If you're unsure how to care for cashmere properly, you're not alone. But it's easy, especially with this "How To Care For Cashmere And Wool" video posted by the fabulous Marie-Anne Lecoeur, who has 123,000 followers.
Styling Tip: Rakuten shopping expert Kristen Gall suggests a cashmere sweater "for those chillier beach days when the clouds are hiding the sunshine," and this option works well on its own or styled with a gauzy long sleeve.
Price: The Oversized V-Neck Vest is available at State Cashmere for $150.
Social Media Highlight: On Instagram, You can learn more about the cashmere source — Kashmir goats in the Himalayan mountains. And, yes, they're udderly adorable.
If you're ready to free yourself from the confinement of zippers, we're here to validate your feelings. So laborious, right? All that zipping and unzipping; enough already. Ease into the chill CG life with a pair of flowy, pull-on capris. Amazon customers have vetted this pair and ranked it #5 in Women's Casual Pants and Capris.
Styling Tip: Shreya Patel, the founder of Tanisi, shared with us one of the essential tenets of the coastal grandmother lifestyle. "Be comfortable and relaxed in your attire," she suggests, "and go for neutral and earthy colorways."
Price: ECUPPER Elastic Waist Cropped Pants are available on Amazon for $26.98.
Social Media Highlight: TikTok user @krista.lavrusik posted a video dedicated to coastal grandmother pants. With more than 58,500 views, it serves as a happy-go-lucky reminder that CG life is the best life.
POV: You have to trim the hydrangeas, squeeze the citrus for fresh lemon margaritas, and pop over to the antique store to pick up those hand-carved salad tongs. Your soiree is in T-minus four hours, so there's no time for a wardrobe change. Well, these relaxed-yet-graceful overalls are up to the task. It's no surprise they're the no. 1 best-selling in women's fashion overalls on Amazon since they come in 14 colors.
Styling Tip: "Keep it minimal," according to MaryKathryn Arthur, a Lead Stylist at Short Story. This aesthetic "is both sophisticated and laidback," so you can skip the over-thinking. Instead, go with the flow and "channel colors inspired by the coast and nature."
Price: The YESNO Baggy Cotton Overalls are available on Amazon, starting at $20.98.
Social Media Highlight: It turns out that Meryl Streep has been channeling coastal grandma since as early as her 2008 performance in "Momma Mia."
Who are we kidding? We're not giving up seashell collecting. But we can still joyfully stockpile these paycheck-friendly bucket hats. Here's what you need to know: They're offered in 23 different colors and remind us of colorful little macarons. In fact, that's just the type of goodie a vivacious coastal vixen like Martha Stewart would bake for an al fresco brunch.
Styling Tip: NYC-based stylist Liv Schriber shared with us a valuable reminder. She mentioned that quality is a worthy splurge, but the CG life doesn't need to be expensive. "The best thing about coastal grandmothers is it's not [just] about the splurging," she says. Instead, focus on the lifestyle and things like visiting the farmer's market. And if you can do that while rocking a Billie Eilish-approved bucket hat, even better!
Price: The CHOK.LIDS Frayed Bucket Hats are available on Amazon, starting at $13.99.
Social Media Highlight: Not only is Martha Stewart an OG CG, but she celebrates other celebs, like Justin Bieber, when they rock a bucket hat. We added another "like" to her post, which has already racked up close to 85,000.
A word to the wise: Don't get so caught up in your love of linen pants that you forget about linen shorts.
Vogue took the time to check in with Jintu Fan, chair of the Department of Fiber Science and Apparel Design at Cornell University. He confirmed that linen is great for summer because it's highly absorptive and helpful for hot, sweaty days. It's also a little stiffer than cotton, creating "spaces between human body and clothing for ventilative cooling."
Styling Tip: Alex Feldstein, the Founder and Creative Director at Mill and Moss, wants you to remember one thing: "Don't worry about wrinkles — it's inevitable."
Price: The Hanson Flax Linen Shirts are available at Crescent for $90.
Social Media Highlight: The brand's Instagram highlights shared features by Coveteur.
These natural sea shell earrings are incredibly versatile and add a touch of iridescent oomph to any look. Rated at a 4.2 out of 5-stars, the one-of-a-kind look has reviewers making comments like, "The shell earrings are very pretty, each slightly unique, which is what I love most about them! After all, nothing in nature is identical, and I will be enjoying them often!"
Styling Tip: The best CG accessory is a cozy beach abode, but if you don't have one, no worries. Rakuten President Kristin Gall says, "For those that don't have a beach house or simply don't live by the beach, the Coastal Grandmother style can still be achieved." So, be strategic with cost-effective materials inspired by nature like linen, straw, and of course, sea shells.
Price: The AMOR SPES Natural White Sea Shell Earrings are available on Amazon for $13.99.
Social Media Highlight: TikTok user @Lexnicoleta is widely known to have coined the term "coastal grandmother." Her advice on CG jewelry, which has been viewed nearly 30,000 times, includes wearing pearls and natural materials. So, these pearly sea shell earrings achieve her goal of "simple elegance."
Embracing this coastal-inspired aspirational style inherently comes with a love of nature. So, these beautiful 4.9-star rated candles from Mersea's Sea Change Collection are a good fit since purchasing them helps with "access to safe water and sanitation to the millions affected by the global water crisis." Plus, the glass is reusable as a votive holder –brilliant!
Styling Tip: In addition to wardrobe inspiration, TikToker Lex Nicoleta explained to the folks at Paper that it's also about "little things that make your day feel more elevated." Well, that's the perfect cue for this candle's sea salt, white tea, and driftwood aromas!
Price: The Sea Change Sandbag Candle is available at Mersea for $29.
Social Media Highlight: Mersea's following on Instagram runs about 40,000 fans deep, including tons of Selma Blair fangirl moments in the brand's press highlights.
A jute messenger bag offers the laid-back CG vibe and gives you a place to stash your flea market treasures. But, of course, we also love that it comes with a scarf accent in warm tones of cinnamon and earthy splashes.
Styling Tip: This jute messenger delivers more than just carry-all benefits; let's not overlook that scarf. Fashion Magazine recommends using it on the bag's handle or styling it as a class neck scarf or head wrap.
Price: The Jute Messenger is available at Mersea for $88.
Social Media Highlight: The unique shape and design make this jute messenger bag a fun pop of eye candy on Pinterest. Plus, the brand is so darn coastal-cool that even the seaside experts @Capeology follow along on Instagram.
Rakuten's Kristen Gall gave us plenty of style advice for this piece. But she stressed it's important to "protect your skin from the sun while at the beach or gardening." So, in addition to a selection of wide-brimmed straw hats, you can add an easy one-step skincare routine. This stay-put SPF 50+ tinted moisturizer is perfect for aspiring coastal grandmothers who want to keep it simple without skimping on SPF protection.
Styling Tip: After sitting for a spell in our Adirondacks chairs, we've decided that there's nothing more stylish than protective skincare. Plus, it's well-loved by customers. One reviewer raves, "This tinted moisturizer is the best I've ever tried!"
Price: The Better than Bare Tinted Moisturizer is available at Laura Geller Beauty for $34.
Social Media Highlight: Laura Geller Beauty has 390,000 followers on Instagram and features a dedicated campaign with model Paulina Porizkova.
Once again, the theme of inspiration from nature comes into play with this embroidered linen-cotton dress. Among the 3,300+ Amazon reviews, customers often note the level of detail. "This dress is absolutely gorgeous," said one happy customer, "The linen is good quality, and the embroidery is beautiful and detailed."
Styling Tip: The Amazon reviews include multiple photos posted by customers serving up some serious coastal grandmother know-how. Take a cue from them and wear this botanical beauty on its own or even over capris. Perfect for walks along the boardwalk, gardening, or grabbing some late-morning crepes.
Price: The Minibee Embroidered Linen Dress is available on Amazon, starting at $41.99.
Social Media Highlight: Laura Geller Beauty has 390,000 followers on Instagram and features a dedicated campaign with model Paulina Porizkova who has 789,000 followers.
Coastal Grandma 101: Nancy Meyers' rom-com movies are essential. You've likely seen classic CG-inspo images of Diane Keaton wearing a white bucket hat on the beach. Well, it's straight from Meyers' film "Something's Gotta Give."
Styling Tip: Alex Feldstein, the Founder and Creative Director at Mill and Moss, told us that one of her top three suggestions to achieve the CG lifestyle is a knit sweater, which is "versatile and transitional." According to her, "The key is to buy simple pieces that can be paired and layered with anything."
Price: The Gnpolo Lightweight Summer Cardigan is available on Amazon for $29.99.
Social Media Highlight: Even Nancy Meyer has shared the now-iconic Diane Keaton photo on Instagram. The post has upwards of 23,000 likes, and one fan commented, "I used to say I love the look of Keaton and Streep from those two feel-good movies by Meyers; glad it has a name now!"
Fara's chiffon Free Flow Skirt is what a coastal grandmother wears for an additional layer of sunbaked island inspiration. "It's perfect for walking on the beach or just going on a stroll. It's flowy and forgiving, and the silhouette is so lovely," said one reviewer, adding, "This skirt is just special." We agree, and just want to watch the sunset over the water while the warm sea breeze rustles through the swooshy chiffon.
Styling Tip: Shreya Patel, whose fashion brand RAAS has 226,000 followers on Instagram, suggests "embracing oceanside minimalism as much as possible" when creating a CG look. So, this sand dune-inspired maxi skirt is a sure thing.
Price: The Free Flow Skirt is available at Fara Boutique for $91.72 (£75.00).
Social Media Highlight: The brand's stunning Instagram feed has over 60,000 followers and features its many earthy tie-dye options.
Keep a supply of beautiful, artistic stationary at the ready to pen a proper thank-you note after staying at a friend's cottage or being a guest at a clam bake. Then, maximize the impact by sending a quilled card. Quilling is the labor-intensive art of rolled paper shapes, but the efforts are worth it. So much so that 3.7 million people have viewed this quilling tutorial on YouTube.
Styling Tip: Fresh blooms are central to the lifestyle. The flower professionals at Bouqs agree that CGs love to "spend time maintaining their flower or vegetable garden." Knowing that coastal grandmothers appreciate artisan crafts, opt for notecards that offer both flowers and craftsmanship.
Price: The Quilled Decorative Floral Note Card Box Set is available at Quilling Card for $30.
Social Media Highlight: Quilling Card's highlights even include celebratory posts announcing their Greeting Card Association Louie Award for top consumer's choice!
The top three reasons we love this handheld fan include how gosh-darn handbag-friendly it is. It closes into a small, rectangular shape, so it's easy to take with you to brunch, an outdoor poetry reading, or the farmer's market. Plus, the neutral color is 100% CG-approved — oh, and it's only $4!
Styling Tip: The heat and humidity are no match for a legit coastal grandma, so add a flirty edge with a carved wooden fan. We agree with The Guardian that handheld fans are about to have their moment and complement any summer look.
Price: The Carved Wooden Fan with Organza Bag is available at Pearl River Mart for $4.
Social Media Highlight: The much-loved Asian market has multiple NYC locations and over 20,000 followers on Instagram.
If you're looking for a unique spin on the oversized cream cardigans synonymous with the coastal lifestyle, try a Baja hoodie, which has long been associated with laid-back surfer culture. It's a perfect oversized piece with some fringe benefits along the hem.
Styling Tip: The best part of this Baja hoodie is its balance of casual coastal aesthetic and neutrality. It slides right into the CG life but can also be styled with edgier pieces, as suggested by YouTube Sally Lyndley in her expert styling video.
Price: The Paradised Baja Fringed Striped Cotton Hoodie is available at Net-a-Porter, starting at $187.50.
Social Media Highlight: Take a quick peek at Instagram and it's easy to see that Paradised pieces have been spotted on celebrities such as Gigi Hadid and featured by Vogue, PopSugar, and US Weekly.
We can't promise you'll pull a rabbit out of this hat, but it is reasonably magical. Hidden inside this CG lifestyle must-have is an adjustable Velcro band to ensure the hat fits properly. So, that salty coastal breeze won't have you chasing your hat. Equally important, it folds up, making it easy to stash in your tote while meandering in your favorite thrift store. Since its debut on Amazon, it has quickly racked up over 17,500 ratings and is the #3 best-seller in women's sun hats.
Styling Tip: Millie Rich, a stylist at Thread, shared with us her vision of the top ten things a coastal grandmother would do. "Show up to every occasion in a straw hat" made the list, so it's a good thing this hat is available in 10 different colors.
Price: The FURTALK Straw Travel Hat with Foldable Brim is available on Amazon, starting at $24.99.
Social Media Highlight: Oversized, natural fiber sun hats are definitely having a moment. Vogue's The Get has them peppered throughout its IG feed in all shapes and colorways. This jazzy red one has over 6,700 likes so far.
We can always count on Gap to come through with the season's most-loved whims. They offer a half dozen CG-style pants, including dressier opaque, full-linen pants and this pull-on linen-blend Airy Wide Leg Pants, available in white, black, and a nautical blue stripe. These are intentionally lightweight, so plan your skivvies accordingly — nude for blending in or red if you're feeling sassy!
One reviewer gave us a nudge toward filling our cart when mentioning, "I've been in search for YEARS for the perfect summer pant. I think this is it."
Styling Tip: "If you're looking for a splurge-worthy clothing item, go for luxury linen pants," suggests fashion entrepreneur Shreya Patel. "Get white, off-white, and khaki-colored pants to pair with your tops and button-downs."
Price: The Airy Wide Leg Pants are available at Gap for $59.95.
Social Media Highlight: Gap has amassed a following of 3.1 million people on Instagram, which seems to be a theme. As it turns out, one of the brand's YouTube commercials also has upwards of 3 million views.
The matriarchal mavens of coastal grandmotherhood include Diane Keaton, Meryl Streep, Ina Garten, and Martha Stewart. You've seen the hashtags and references from Bustle, so it's time to stoke the fire — the campfire, that is. Host an authentic coastal seafood bake if you want to channel your inner Ina. If you need help, and suspect there may be things your own grandmother got wrong about cooking, Harry & David makes it easy with this kit. It includes the seafood, corn, and seasoned butter. It arrives in a heavy-duty foil pouch, that goes right on the grill or fire pit!
Styling Tip: If you want to set an authentic coastal table, look no further than the Cape Codder Resort & Spa's Pinterest inspiration.
Price: The Maine Shore Seafood Bake is available at Harry & David for $119.99.
Social Media Highlight: The IG posts from Harry & David are a menagerie of CG eye candy and inspiration. So, take off that apron, and sip a strawberry jalapeño spritzer!
Setting a chill mood is a coastal breeze with a few wicker solar lights. These add a bit of rustic elegance to your lake, oceanside, or balcony soirees and adhere to the CG missive of simplicity. Place directly on the ground or table — or hang from a shepherd's hook for a little twinkle of low-key lighting.
Styling Tip: Liv Schriber, who has styled celebrities like Sara Blakely, reminds us that "Coastal grandmother is all about being soothing and tranquil." So, we're ready to linger long into the night with some easy tapas and twinkling lights.
Price: The Place & Time Summer Wicker Solar Lantern is available at JOANN, starting at $14.98.
Social Media Highlight: JOANN's Instagram feed is a never-ending series of DI-why didn't I think of that? And, so it's no surprise the brand has 767,000 followers.
Outdoor noshing and entertaining require a little strategy, like using unbreakable melamine dishes. This dinnerware looks like something a master potter created but is nearly indestructible. Plus, its watery teal and blue colors will help create a breathtaking tablescape. The set includes four dinner and salad plates as well as bowls.
Styling Tip: Your CG dinner party should never feel stuffy or formal. Instead, opt for the low-key elegance found in the tablescape inspiration that Pinterest user Fabiana showcases for her 115,000 followers.
Price: The Radiance Teal Twelve-Piece Melamine Dinnerware Set is available at Riverbend Home for $67.32.
Social Media Highlight: We love wiling away the afternoon while scrolling through Riverbend Home's Pinterest pins, and we're not alone. The brand has 38,800 followers who use the home goods to create memorable aesthetics for the backyard and home.
In the lead-up to this story, fashion professional MaryKathryn Arthur mentioned that her coastal grandma styling tips include chambray. Well, we're no fools; when a styling expert says "chambray," we run with it. These placemats offer the look of chambray plus tonal stripes in contrasting white and light blue. They're dark enough to forgive small spills and 100% washable cotton if the rosé goes astray.
Styling Tip: YouTuber Kristi from Inspired Living with Kristi shared a coastal tablescape tutorial that's spot-on for coastal grandma life. Her pretty table includes fresh flowers, raffia, hurricanes, and lots of blue and white — all of which align with the CG style. So, swap in these chambray-inspired placemats and set the table!
Price: The Place & Time Summer Striped Woven Placemat is available at Joann, starting at $4.49.
Social Media Highlight: Generally, a coastal grandma will pluck some fresh flowers from her extensive gardens. But if you have just a few succulents, you can always substitute some faux-fauna. JOANN has a vast selection, like the hydrangea and summer florals seen in the chain's Facebook post.
Oh, this ol' thing? It's just a casual romper, the color of the Aegean sea, NBD. This jumpsuit is on the sexier end of the CG spectrum but still rocks that signature wide-leg look. It's the third best-selling product in Amazon's jumpsuits for women category, and "the material is soft, almost cotton but thicker," according to one reviewer. She goes on to say, "Not cheap at all. So elegant, sexy, and comfy. Sign me up for another color!!!"
Styling Tip: Once again, we're looking to the real-life customers for inspiration on this one. We couldn't help but notice that each of the reviewers who posted images looked stunning regardless of the setting, shoe choice, or accessories. We're sold!
Price: The ANRABESS Summer One Shoulder Wide Leg Jumpsuit is available on Amazon for $41.99.
Social Media Highlight: InStyle reported on Kristen Stewart's sexy spin on the fancy grandma trend, and this romper offers a similar upgrade. Welcome, coquettish coastal grandma!
Sky blue, zesty lemon, and pale peach — the hues of these enamel huggie earrings are 100% CG-approved and are under $100. Plus, they bring an understated wink of class to your linen-clad lineup of wardrobe options. And yes, this color absolutely has us yearning for an Aperol Spritz, Adirondack chair, and seaside sunset.
Styling Tip: "Wear a signature stack of gold jewelry," suggests Thread stylist Millie Rich. Coastal grandmas often have a robust collection "curated over time from flea markets," but a few under $100 upgrades can help kickstart the process. Then, maximize the look by opting for calming colors inspired by nature.
Price: The Lamill Enamel Huggie Earrings are available at Leeada Jewelry for $85.
Social Media Highlight: Reminiscent of sherbety scoops of summer sunshine, these huggie earrings look great stacked, as seen in the brand's Instagram post.
We all know the deal here; this bag is basically perfect. It's got texture, contrasting curves, and a pompom accent — oh, and it can be used as a crossbody or a clutch. It's rated a 4.5 out of 5 stars, and the reviews often mention it's a great summer or vacation bag. People are also surprised how much it holds, with one fan writing, "Loving this purse!! It can complete lots of outfit choices, and the price was at bad at all. It's got plenty of space on the inside, and it closes securely."
Styling Tip: Stylist Liv Schriber chimed in to remind us that textures are an important element of the CG wardrobe — "cashmere turtlenecks, linen dresses, faded denim, and canvas shoes, straw hat, and leather totes," for example. In light of her recommendation, we're jazzed this straw handbag comes in multiple colors and is less than $20.
Price: The Obosoyo Straw Handbag is available on Amazon, starting at $19.54.
Social Media Highlight: TikTok user @lexnicoleta is the unofficial queen of coastal grandmother, and she did an unboxing video of a gorgeous Loewe handbag. First of all, we're jealous. That aside, this under $20 straw is a stellar stand-in!
Oh, Madewell! Look at what you've gifted to the world this time — the Goldilocks of linen dresses. The smocked waist is comfortable and flattering, the neckline is feminine yet modest, and the sleeves have a bit of puff, but without adding bulk. Smocking has stood the test of time since the late 1890s, and this darling dress will carry you through coastal grandma and beyond, especially in this ecru color.
Styling Tip: "CG is about quality over quantity," says to Alex Feldstein, Founder and Creative Director at Mill and Moss. "Invest in three to four great pieces that will take you through the summer and into the fall. A timeless well-made dress will take you far! Layering your core pieces will work when the mornings get brisk, and the leaves start to fall."
Price: The Linen-Blend Sophia Mini Dress is available at Madewell for $118.
Social Media Highlight: Madewell's Instagram feed — which has 1.4 million followers — is a master class in how to create a vibey mood board. It's also a great place to get layering ideas to usher this cute dress into fall.