Living the good & slow life

Surely consumers do not have to be a grandma, or wealthy, or live by the coast to be a coastal grandma. It’s a vibe that embodies living the good, slow life—wearing breezy button-downs, linen pants, bucket hats, and sumptuous sweaters while enjoying fresh oysters and a glass of wine. It’s about attending book clubs, growing your own vegetables, and having a set of freshly laundered guest towels on a bed with good linens. It is the look of Diane Keaton in a white ribbed turtleneck, having a great time on the beach in Something’s Gotta Give. This trend is classic, nostalgic, and it basically represents a state of mind we want to live in all summer long. The look is all about casual, seaside-inspired elegance in loose silhouettes.The #coastalgrandma trend was introduced on TikTok by Lex Nicoleta and clearly does both things at once. It introduces a subculture to young people, and it affirms a trend to older consumers who are already living it. Characterized by ocean-side aesthetics and a classic wardrobe inspired by your grandma’s closet, coastal grandmother is pushing women to purchase a range of summer staples.
There are 33.6k average weekly searches for linen shirts, +73% to last year. Linen shirts are most saturated in the affordable luxury market where the average price is 320€ and adoption is +7% in the last 30 days.
Chino shorts are a versatile staple for those looking to embrace the escapist beachfront lifestyle. A high volume trend, there are 11.8k average weekly searches for this product are +51% to last year. Chino shorts are most saturated in the Mass market where the average price is 30€ and adoption is +4% in the last 30 days.
No coastal grandma outfit is complete without a beach-ready bag. A high volume trend, there are 16.5k average weekly searches for straw bags, +57% to last year. Emerging brands like Mehrotra, Skall Studio, and Hereu are championing the straw bag this season.
Tik Tok has accelerated the hype around the look and lifestyle, already showing 103,3 Million views. And  searches for the trend are break-out topics and the style is wavering all across Instagram feeds as well by now.