what is the coastal grandmother aesthetic? 🌊🕯🍽 (a study of style)
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- čas přidán 28. 07. 2022
- welcome back to a study of style, the series on this channel where we take a look at a specific fashion aesthetic and do our best to break it down. in today’s episode we’ll be examining the coastal grandmother: what it is, how it came to be, and its identifying features.
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in a youth-obsessed culture "coastal grandma" is such a breath of fresh air. when 21-year-olds at my job complain about ~being old~ its important to remind them life doesnt END at 30
I agree. I love seeing women of older ages living their best life. Makes my 24 year old self have something to look forward to.
I feel like because this aesthetic seems more like a goal to have when you get a little older is why it’s so wonderful! I’m 24 and I want to live the costal grandma life everyday.
exactly! We shouldn’t fear being older but ageism has made it hard not to
This is so true!
It has a label now but it's been around forever!!!!
compared to other aesthetics, this aesthetic feels more like a goal instead of just a type of style, like yeah i wanna be a rich healthy stress-free grandma eating some pesto pasta with some salad that has crumbles of feta cheese on it. i don't wanna be a stressed 24-year-old working my life away in a 9-6 job.
You do know that might never happen, right? Stop looking for happiness in dystopian tiktok trends. Create your own.
A glossed over aspect of the trend setters is that they are older, married women who have accumulated wealth they likely did not have in their 20s and have specifically invested in that lifestyle for a long time. They’re retired empty nesters with nothing to do BUT eat pasta and drink wine on the beach all day. We 20 somethings just aren’t in that financial stage of our lives for that lifestyle yet.
Yep definitely, there's the aspiration to be accomplished
@@MM-dw4ew i'm not "finding happiness in tiktok trends". i found a goal, which is to be a "coastal grandma" one day. that's why i got a job to help me achieve the lifestyle.
@@MM-dw4ew I genuinely hope you meant this to be encouraging and not mean.
I can appreciate that this aesthetic has more sustainability than others we've seen lately.
that's because it's basic, capital B
@@seabreeze4559 Basic, pretty, and classic 😊
And with finding pieces, it a lot easier to find items secondhand depending on where you are. Like I have a vintage St.John Bays cotton fisherman sweater from my dad from the 90's, but also was able to thrift a powder blue cotton tank from a $1 day at a consignment shop and an L.L Bean sweater from the local Good Will. A lot of the items for this aesthetic incorporate a lot of staples that keep coming back which is awesome.
Finally the right direction
I agree, it has so much accessibility to so many different groups. People are conflicted about shopping at places like shein because they want what’s trendy, but also within their price range. This seems like a style where you could find the garments anywhere
I live in a small island town in British Columbia and this aesthetics' popularity was super surreal when it started, because it really does just look like how all the retired ladies naturally dress here. I worked in a high-end casual wear boutique catering to this demographic during college and my goodness, all these clothes look EXACTLY like how our stock looked, no matter what trends were big. But I do love it coming in fashion because, as you said, it actually takes an aspirational look at aging. It's a privilege to grow old. Far too many people never get to. And it's nice that it admires older women for their strong sense of self and wisdom.
Ah I don't live exactly in the coast but as a fellow BC resident I totally get how you feel! This style was so familiar to me as soon as I saw it because it's so popular here. Even my own grandmother and great grandmother dress in some of those exact clothes.
Wait I live in a small town in bc too maybe we live in the same town cause this aesthetic is hella popular here as well
lemme guess gulf islands? Haha
it isn't American, America appropriated it from sleepy seaside towns in England
that existed centuries prior to USA as a country
most of it is Basic white girl anyway, pretending not to be basic
like booty shorts = not classy, nice, but just not
it's the Wine Aunt aesthetic of Karens everywhere
@@sparkk2871 it's literally English though, like how navy is the old English navy uniform colour ...of the naval fleet? America has no original style.
definitely think that “the summer i turned pretty” benefited a lot from the popularity and timelessness of the coastal grandmother aesthetic
OHHH that's a good point!
ESPECIALLY that kitchen in the show
It's the basic B wine aunt everyone avoids. I like some parts but booty shorts are not sophisticated, America. Seaside towns in England invented this before America existed as a country. Wearing white does not translate to looking white and rich. Nowadays, only the middle class wear white shirts. The ones writing that uniform do not.
When the photos began popping up especially for the "coastal granddaughter," I immediately thought of tsitp
@@Lovliettt yesss the kitchen omg 😩
in a world of maximalism, agism / sexism and extreme consumerism, the coastal grandmother aesthetic is a breath of fresh air
Speaking of sexism this video said basically that once women reach a certain age they are seen as not needed anymore or not as objects but do people really think the same doesn’t happen for old men? Once a man is past 70 he is called a “creep” for even saying hello to a younger woman. Sexism affects both sexes. Not to mention it’s WOMEN running the beauty industry and keeping it alive. Funny how a channel focused on LITERALLY LOOKS AND AESTHETICS is trying to sneak in feminist ideology.
I’m from New England and this is THE style of all wealthy white women who live by the ocean, so funny seeing it become a trend
Perhaps this trend has always been present, it just labels differently with a new generation
It's also a wealthy southern ladies look. I can remember my grandmother always dressing to perfection in her pleated slacks, linen blouses, and Cherries In The Snow lipstick.
Especially with the women who live on the cape or on the vineyards
@@ameliasandoval8663 I loved the cherries in the snow lipstick (it's cool berry based red)
This aesthetic reminds me a lot, as long as the preppy one, to the Kennedy family. It would be nice to have a study of their style and how it garnered them a place as "American royalty".
THIS!!!! YES PLEASE
Kennedy are preps but not WASPs. P stands for Protestant.
There is no American royalty, princess culture from America is pure cringe. Your soldiers died fending off a monarchy and you think it's superficial as prancing about in a tiara.
They were major pos tho they did have style
Their style and aesthetic is so iconic and such a part of American culture. They really popularized the whole “Ivy league/preppy look” and vacationing at the Cape and Martha’s Vineyard vibe. I would say they really put cape cod on the map because before the 60s, it wasn’t that much popular during the summer. They also popularized hotels (The Carlyle in nyc for example) the luxury Hotel du Cap-Eden-Roc which is on the street named after jfk bc the family spent time there in the 30s, they popularized Aspen in the 60s and etc. They had a huge impact on aesthetics.
While stylistically the Coastal Grandmother isn’t what I gravitate towards, I am loving that this is a thing and its philosophy is so contagious. The Coastal Grandmother is accepting, non-judgmental, laughs at ageism, embodies serenity, and finds magic in the simple things in life. I just get the warm fuzzies over it, it’s hard to explain, but there’s a subtle hopefulness and comfort to it. Like vacationing at your fun Grandma’s house. Thanks for covering this aesthetic, well done, as always!
What i like the most about this aesthetic is that is the only one you can have for life. You can grow from coastal grandaughter to grandmother. Unlike other trends that have a very teenage feel to it.
even though this does draw on the WASP lifestyle i think this aesthetic also comes with a lifestyle sensibility that we should all try to center and cultivate! becoming more intimate with our food through gardening and cooking, with our clothes through material and durability, reading, even knitting/crocheting, dancing, and hosting! all small, and usually attainable things, we can incorporate. I'm super into it!
And no one is gatekeeping the look! Every person shown in the video looked amazing and fit right in with the breezy, casual aesthetic!
There is nothing wrong with the WASP lifestyle, but I don't think it's just white women. Oprah is a main inspo!
I don’t know about you but I prefer the more rustic side of this aesthetic, less old money and more former world sailor/fisherman. Old wooden beachside huts, shells everywhere, and nautical maps. I immediately think of Mrs. Chatham from H2O: Just add water
This is THE nautical aesthetic 💯
WANT
also feels more attainable lol
Lands' End is and has always been the coastal aesthetic. This makes me think of all of the Lands' End items in my closet, they never go out of style.
I was thinking L.L. Bean but maybe it’s too rustic. Definitely early Ralph Lauren. Vintage Liz Claiborne? I found the original edition of Cheap Chic at a thrift store. That’s what the aesthetic reminds me of. People have been dressing like this since the 1970s.
Also Eileen Fisher
Also, J Jill...and Talbots. I would say Chico's is the "artsy" Coastal Grandmother or professor.
I want to be a more artsy version of this in my older age. Being by the sea, drinking wine, making art and playing pranks on the youngins 😋
You just described my great aunt perfectly
I remember going up to her place when I was a kid and we’d both go to the beach together and paint
She’d usually have oils but later she had a major gouache phase and I’d have like the little Crayola watercolor palette
Like Frankie from Grace & Frankie on Netflix ☺
A big want in my future
@@MeghanStark I was gonna say!! 😜
SAME
Hey ModernGurlz. If you don't mind requests, would love to see you do a video analysing the bohemian/ hippie trend. Looking at the history from the western 60s and 70s, the 90s- 2000s and now. Would be cool to see how it mixes with other styles like goth, witchy or romantic. Would also be interesting to look at the toxicity of the trend, in how it sometimes takes elements of other countries and from the Traveller community. Would be a really interesting clothing/ style topic to look into
Yes!
This please!
Whimsigoth please!
i love the coastal grandmother aesthetic because it hits so close to home. my mom is a quintessential coastal grandmother. shes a sahm who's pride and joy is her garden (specifically dahlias and peonies). we holiday in nantucket. other than the fact she's taiwanese, she looks like poster child coastal grandma and the whole vibe just reminds me of happy times. this trend gets a 10/10 from me
i feel like this aesthetic is beach-themed items. such as sand dollar soap dishes, starfish towel holders, and signs that say “beach this way”. it seems so clean and elegant. also, my grandmother/ grandmothers sister/grandfather’s sisters, ARE the coastal grandmother. although only my grandmothers sister lives by the beach, they all have these beautiful decorations centered around beaches, sand dollars, cornflower blue, and just all things that are nostalgic to my childhood.
It's English. WASP means White Anglo Saxon Protestant. Americans cannot be WASPs. Even the Kennedys weren't because they were Catholic. Country clubs barred them. America can't just steal everything. It's a sleepy English seaside aesthetic we had for centuries before America existed.
@@seabreeze4559 wow uh way off there, yes people in the US have historically been called and identified as WASPs (White Anglo Saxon Protestants) pretty much since since the American colonies were founded, with those who checked off more of the WASP boxes seen as more refined and having more worth and often higher status than black and brown people, the Jewish community, Catholics, and other religious and ethnic groups, something that was carried over from England. We have WASPs, this isn’t up for debate.
Second, WASP isn’t this cutesy little seaside aesthetic you’re making it out to be, it was a suppressive minority that contributed to the formation of the American class system. It was the source of tons of conflict, bigotry, and violence with groups considered less than explicitly targeted, demeaned, turned away from jobs and opportunities, and then ridiculed while those who believed in WASP supremacy went on to create organizations like the KKK, you know, the incredibly racist and violent organization responsible for the lynching and terrorization of black and brown communities across our country.
The costal grandmother has elements of WASP culture with the focus on leisure, comfort and clean but elegant aesthetic, but instead of it being restrictive, it’s open and shows both aging in a gracious way, something rare now a days, and the aspiration of having a home and leisure time as accessible to ALL women, not just wealthy white women related to some crusty old duke from the 1500’s. It’s not perfect as an aesthetic, no piece of culture or media is, but it represents a much more accessible and aspirational vision of the future that’s quiet but hopeful and positive.
So please keep your WASP culture to yourself, we don’t want it.
@@katmhcharis1236 I think they were trying to reply to another comment that mentioned WASPs and the Kennedy’s above. Anyway, from my research and experience of now living in rural England, this style does indeed take a lot of inspiration from traditional English coastal fashion (from South-West England in particular).
My grandma doesn’t live by the ocean either but this trend definitely sums her up in the best way possible💕
@@seabreeze4559 VERY ironic to be screaming thievery as an ENGLISH person.
This is just literally my grandmother's entire sense of style. Classic, comfy, bit of preppy and modest undertones, and matches the seasons color wise. My mom is both this mixed with art teacher hippy chic.
i fucking love this aesthetic, it reminds me of my mom. living by the beach, beautiful shells, picking lemons from a garden, the white, beige, and light blue furniture, and making your own pasta.
I would love to see a Mary-Kate and Ashley Olsen style breakdown. Their sense of fashion is so interesting to me and no doubt a reaction to how they were treated in the press as literal children
I would love to see a video from you about the evolution of the 'Bond Girl' and their fashion! I think you'd do a great job!
would also love this!
Yeeeeees!
We ever getting a Dark Academia aesthetic study? Its a really interesting aesthetic!💖
I’ve ALWAYS, since I’m a kid, admire how grandmas dress and this trend is a dream come true!!! I am so happy that we are embracing and celebrating them 🥰
Im I the only one that gets so excited when she uploads these kinds of videos???? Cuz I lovee Studing about aesthetics and fashion
We’re def a “retro” generation , I feel I’ve always been nostalgic for a less modern time even if it wasn’t better. The technological advances just made all the changes feel SO drastic. That it felt like I lived through so much more history than I was prepared for.
this was such a cute vid
video suggestion : pretty little liars fashion analysis, and maybe some conversation about the way it affected the trend cycle at the time ?
timeless, relaxed, and celebrating all kinds of ages. an aesthetic I can get behind
I also love the focus on natural fibers like linen, wool and cotton in this aesthetic. You won’t regret layering these pieces throughout the year as they will better at dealing with hot and cold weather and will last forever!
I haven’t heard of this trend / aesthetic etc before but it’s really sweet and I love it so much !! It reminds me so much of my grandma and it seems such a cool and unique trend ❤️❤️❤️❤️
I love how this aesthetic shows that dressing more modestly doesn't always make you look "shapeless" or "frumpy." It's classy, timeless, and ageless.
I didn’t even realize that this was an aesthetic. I typically see these kinds of outfits whenever I go to a HomeGoods and or some kind of similar higher end home decoration store. And I always think how clean and simple of an outfit/style it is, especially with the more nautical look.
This is a style that it’s been seen for many years in Scandinavia and most upper class and middle kids and family dress like this
This aesthetic reminds me so about Scandinavian fashion or Scandinavian summer 🥰
This is one of the most comforting aesthetics to me. I always aspired to be like them even when I was a kid
i love when you cover aesthetics 💋💋
this aesthetic is definitely an all time favorite of mine 🤍🌊
Sameee
Ohh this is my summer dream wardrobe; fresh, comfortable and classic!
Also this what chic older women usually wear here in Italy, maybe just add a bit of chunky (but tasteful ) jewelry and cute sandals, flats, big sunglasses and hats 😊
I've loved this aesthetic ever since watching Something's Gotta Give. Diane Keaton's style is timeless and classic!
I really love this aesthetic! Although it’s not something I’m super drawn to, I love the idea of discovering and naming a trend that has really been around for decades. It really respects the older generation of women who I think have been neglected in our youth obsessed culture, without the weird pretense of any older woman being looked up to because “Oh my gosh, she’s 50 and STILL HOT!” or whatever Hollywood likes to say about their older women you know? It’s an ageless style that’s still sweet and feminine.
I LOVE the way you put that. Older women should be our role models.
I really love how timeless and inclusive this style is! Anyone can participate and we’re finally being kind to older women, it also seems really easy to shop for.
I love that there's this celebration of older women at the centre of this trend 💎
The Coastal aesthetic has been around for decades, but with different names…
I’m glad it’s cool again.
I loved this aesthetic every since I was in middle school lol.This was the sort of fashion my mom and all of the other women in my family wore growing up and it’s actually affordable.
I had no idea that my wardrobe had a name until today! I just always called it ‘eternally at the beach vibes’ 😆 Love this video!! 💞
It’s nice to see this trend getting some appreciation. It makes me think of my aunt who is the epitome of the aesthetic, living in a lovely NC community, with the exact sort of home and clothing as these pictures show. She may not have a huge garden but the scrapbooked birthday cards she sends to everyone in the family are incredibly beautiful things, and something we all look forward to yearly
For years, my personal aesthetic has been a sort of coastal grandmother, but with a subtly earthier & somewhat bohemian vibe. Quiet luxury makes an appearance here and there in my closet, but overall it's a blend of coastal, bohemian, & classic.
Today I wore my favorite pair of gorgeous cotton harem pants in a buttery off white, paired with a crisp white fitted tank top. Over my shoulders I tied a pale teal sweater. Shoes were bohemian style brown sandals, handbag was a cross body small handmade leather satchel picked up in Oklahoma years ago, jewelry was Tiffany's silver bracelet, dangling wire hoops from an east Indian store in LA, a stunning aquamarine layed in silver choker, & my platinum wedding ring which I rarely wear because it usually clashes with my gold jewelry. To top it off was a straw fedora with hair wrapped up in a bun. A little preppy with the sweater scarf, a little coastal with the all white & straw fedora, a little bohemian with the jewelry, shoes & bag.
I really loved this.
I live with my mother who is in her 70s and her style is Target’s “shabby chic” (lots of floral print and crisp sheets & blouses) while my style is basic minimal and muted. I love coastal grandma because I think it’s our aesthetics blended together, mine made interesting and her’s toned down. 💕 great video as always!
I love your ending. My mimi is literally my life goals. She's 72 and her house is small but beautifully decorated. Her fashion is classic and understated but somehow still chic with the black and white and mauves and classic silhouettes and comfortable fit. She was in a yoga magazine and is a dragon boat racer and is so acive and fit she could probably beat my ass if she wasn't the sweetest lady on the planet. My mom is a lot more vibrant and whenever they shop for me my grandma has to reign it in because she knows I love her simple style haha. I'm like a mix of coastal grandma and 80s though. I'll wear a black turtleneck and red plaid highwaist skinny jeans with black mary janes and a quilted black long coat. Or a cream thick knit sweater and brown skinnies. You can tell I'm a millenial though because I refuse to wear anything but skinny jeans xD
Just wanna say that both my mom and I run to your channel whenever you upload 💖💖
That's very special, srsly, sharing a belived aesthetic with a loved one is a luxury many ppl don't experience...and you will always have it.
From the moment I saw those porcelain plates with blue-ish details I was line "YES!" this is exactly my grandma's style.
Gonna show this to my grandmother, she’s gonna be so happy lol
Man Repeller had an article about the idea of “menocore” a few years ago, which is basically this. But coastal grandmother is a much kinder phrasing.
I love this! Cozy linen pants for everyone! Just don’t forget your stain pen.
There’s a lot of old Man Repeller articles that are big trends now. They also wrote about wide leg pants, middle parts being cooler even when they didn’t look better, and dressing in all pale neutrals to look like a “stick of butter.” But coastal grandmother is a better term than either menocore or stick of butter.
And yet both Jack Nickolson's character & Keenu Reeves' character were both attracted to her...
I absolutely love all your videos I've been waiting for one like this after watching the summer I turned pretty I've been obsessed with this aesthetic!
If memory serves, my own grandmother--while stylish to the end--tended to dress more like a retired art teacher of a certain age, although she never had any such job. I suspect this was partly lingering memories of her old home ec textbooks, partly Suzanne Caygill's influence. Either way this was the woman who wore a flamboyant purple hat to a Halloween party for no better reason than because she could. (And now thinking of her purple hat makes me want to wear one!)
So she was more Frankie rather than Grace? Your gran sounds absolutely awesome!!!!!
@@thevanimaduray2235 As far as temperament, absolutely, although for day-to-day she favored bold colors more than she did patterns. (I still remember the one time she came out for a visit--cream slacks, turquoise shirt tucked just so into the slacks, and her own ivory hair in her signature pixie cut.)
What a great trend, honestly! It is very eco friendly and considering I apparently dressed "coastal grandma" without even knowing yesterday, I'd say it's also super accessible. I grew up at the beach in California, my mom bought nothing but cotton and linen. I'm turning 30 (though people think I'm 21) in two weeks and I love that this is also age inclusive as well. 30 is not old by any means, I think you start to "get old" around 50-55, but I've been told "ohh thirty is nothing!" Like??? I know??? That's literally not even old. We have such a weird impression of age nowadays.
I love this video so much!
I didn’t know this was labeled CG, I only recognized my love for this style.
I’m madly in love with Lauren and my favorite movies are the mentioned.
I constantly receive compliments when I’m in public, but I don’t care for close fitting gear anymore.
THIS SUITS ME…It always has. ❤
Ok I have to say this: I love the costal grandmother aesthetic. It’s so lovely!
is this why when i watched grace and frankie i got a sudden yearning to be in my 70s and living in a beach house
I absolutely love when you analyze different types of aestethics.
ahhh i love the study of style videos soo much 💘
I love how cozy and comfy this style embraces as well - also love a good muted palette 💖
I love this so much - I’ve been dressing this way for years and I’m so glad there’s finally a name for it 🥰
Beautifully description
I love this style, it’s so chic an effortless, elegant but modest
It reminds me of my grandma
I absolutely love this aesthetic and how inclusive yet recognizable it is 💖
Love your comments at the end about growing older happily. I recently got into this side of fashion media when I heard about it in a podcast and realized my closet was already there. It's absolutely a bright and breezy and gentle aesthetic that embraces all ages, and I love that.
What you said about how this trend/lifestyle centers older women made me feel so warm inside!
I never expected seeing a Spanish influencer in this, but I did hahaha This style is very popular here :) and I personally love it and follow it sometimes
When I say I've been waiting for an MG video on coastal grandmother aesthetic, I love it!
I love it. I can’t afford to throw away my clothes and buy new wardrobes, but this is so chic and timeless, it’s perfect
loved it. such an easy lay low aesthetic. It really has been around for so long it is funny seeing it become suddenly so popular and given a name
my favorite video of yours by far, not only did i learn about an aesthetic i’ve never even heard about before but it also gave me hope for the future of fashion :)
These study of style videos are so amazing!!!!
I love diane Keaton in somethings gotta give, so effortlessly beautiful! The house in that movie is goals!
I love this video! Your analysis is amazing
Love this video! I’d also love to see you cover the “Granola girl” aesthetic!
I love this style and really enjoyed your video ❤❤❤
This aesthetic is so appealing to me, specially for its sustentability and the fact that I live on a country where it's always sunny throughout the year. Thanks for the video!
I LOVE this aesthetic and ethos so much! It is so inspirational!
This is why I love your Channel so much! I've always loved this style and never knew it actually had a name! That really made my day! Thanks !
Absolutely in love with this aesthetic. I have a really hard time accepting getting older but you’re so right; this makes me look forward to it.
I love it!
The fashion and the trend seems relaxing and youthful 🍹
This appears to get a good thing💕😍 the fashion and esthetic is beautiful and timeless.
I LOVE this look and everything behind it! I've always thought this style is so classic and soo cute and just timeless and "warm and welcoming" like you said, even when I was a kid
This is my JAM. THANKS FOR MAKING THIS VIDEO!!!
I've never heard of or seen this before but I love it! The inspiration is pretty wholesome and it looks really comfortable.
Why did I always love this aesthetic without knowing what it was ? I loved something’s gotta give movie and Gracie and Frankie . They looked so carefree and put together at the same time. I loved it.
reminds me of the aunt i just visited in coastal washington
I wish there was one on the Rory Gilmore aesthetic, the coquette aesthetic and balletcore
Started watching your channel a year ago, still the best and most well researched fashion content on the internet. Vogue can eat a toe. Keep slaying
I love this entire series and can't wait for more.
I love your aesthetic videos, well, ALL your videos🔥✨💖
This video was so heartwarming 💕
beautiful video! i really like the coastal grandmother aesthetic mainly thanks to the timeless element it has to it. it is sustainable and inclusive and easily attainable, which means a lot in today’s fashion
I love a lot of the ideas of it, especially the big one you pointed out of featuring older women at the forefront and the sustainability of it, and how much fun so many people are having with it. Simplistic, yet elegant. Classy practicality. I see the appeal. Might do a goth take on it if I were to pick any of it up. Like you said, its easy to appreciate a cozy sweater and a good trouser.
I’ve always loved a button up linen blouse. They’re so comfy and elevate any outfit. I have 5 of various styles in my closet currently: 2 white, 1 light butter yellow, 1 tan, 1 light blue. I love tying them and pairing them with jeans or letting them flow to wear with biker shorts. I could go on and on..
I love it!
Love this series
Please do cottagecore ♡
From all the different aesthetics of the Internet, I this one of my favorite because it's very basic and simple.
I find these videos so relaxing
I saw the thumbnail and had to click and then it immediately opened with Something’s Gotta Give haha my mom and I used to watch that and It’s Complicated all the time for our “movie night,” first two times for plot, all the other times to awe over their houses and style 😂 They’re dear to me just for that reason alone, I’m glad you covered this style, i never thought to put a name to it 😊