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00:00After a few years of exceptional uncertainty, does the rise of the Coastal Grandmother aesthetic prove that, above everything, Gen Z just wants to slow down?
00:10You've likely seen her, the older, usually white, woman cocooned by her cream-knit sweater,
00:15either lounging on the beach, topping her roast chicken with red wine demi-glace, or enjoying a glass of Chardonnay with the girls.
00:21Coastal Grandmother is an aspirational lifestyle involving wearing white clothing, button-down blouses, gardening, and cooking your favorite Barefoot Contessa recipes.
00:31Characters like Diane Keaton in Something's Gotta Give, Meryl Streep in Mamma Mia, Diane Lane in Under the Tuscan Sun,
00:37or Jane Fonda in Grace and Frankie have been central to this affluent aesthetic defined by soft furnishings, comforting fabrics,
00:44a classically New England vibe, and nostalgic, breezy, middle-of-the-road music.
00:49What's with the turtlenecks?
00:52It's the middle of summer.
00:53I'm just a turtleneck kind of gal.
00:55Her vibe is in right now, and not just for those in her demographic.
01:00Many Gen Zers, now in their late teens and early 20s, are proudly trying her on for size.
01:05They have this new line called Shore Living, which is like beach decor,
01:07and I swear the spirit of a 75-year-old grandma who lives on the shore entered my body.
01:11So what's behind this trend?
01:13One answer could be that it's a reaction to rough times that have got us all fantasizing about skipping over the stressful middle parts of life,
01:21and fast-forwarding to the era when all that's left to do is, well, live, laugh, love.
01:27But it's also kind of aging up cosplay.
01:29Break out your beachy attire, your coziness, your linen pants, your beach hats, your beach bags, and you are ready to go.
01:35And it's interesting that after a period when hustle culture was telling people to aspire to a fast-paced urban lifestyle,
01:42one that left people susceptible to burnout, this trend is still focusing on affluence,
01:47but instead envisioning it as something far slower, less stressful, and more carefree.
01:52Here's our take on the coastal grandma, and why the anxieties of modern life are making Gen Z want to skip to the end.
01:58It's like I've always had people. Why wait till you're 85 to dress like it?
02:04One of the ironies of young people adopting the coastal grandmother as a hero
02:09is that this character's story is typically all about celebrating the mojo of a woman in a later phase of life.
02:15One woman's presence looms large over the coastal grandmother aesthetic, and that is Diane Keaton,
02:21especially in her role as Erica Berry from Something's Gotta Give, directed by Nancy Meyers.
02:25In fact, pretty much all heroines from Meyers' films contribute to this aesthetic.
02:30Three pies. Oh, this is a piece.
02:32I don't know what's gotten to me lately, but I have so much energy.
02:35Erica embodies the coastal grandmother aesthetic to a T.
02:39The beautiful Hampton's home, the cream sweaters, the air of an Ina Garton-esque domestic goddess.
02:44And beyond the look, what's attractive about her and about other coastal grandmother heroines
02:48is just how put together and in control of their lives they are.
02:52Pancakes, pasta, leftover cocoa, grilled cheese?
02:56Pancakes.
02:57Oh, totally what I wanted.
02:58But it's interesting that Gen Z are relating to someone like Erica in their young adulthood,
03:03because her takeaway in Something's Gotta Give is all about how being an older woman
03:07doesn't mean you can't have exciting romantic adventures.
03:11While Erica's love interest Harry starts out the movie only dating women under 30,
03:15and in a relationship with Erica's daughter,
03:17he eventually falls for Erica with far more intensity than he's ever felt for a younger woman.
03:22In the media, we typically see passion and carefree wildness and narratives about adolescence.
03:28So to see these arcs for older women is a reassuring reminder that life doesn't just end when we hit a certain age.
03:34We are cute.
03:36Yeah, well, this is pretty unusual for me.
03:38I'm not used to having sleepovers.
03:40Another canonical Coastal Grandmother text that reinforces this lesson is Mamma Mia.
03:45Meryl Streep is living her best Coastal Grandmother life,
03:48not in a classic northeastern U.S. location on a beautiful Greek island.
03:52You are the dancing queen.
03:54But again, her story is all about her getting this new experience at an age when she thinks she's had all her excitement.
04:02In the sequel, we flash back to see those love affairs when she was younger,
04:05and in her revisiting them and rekindling them, the spark and the magic is still there.
04:10In How Stella Got Her Groove Back,
04:12the coast almost becomes this liminal space for Stella to transition between her hustling,
04:16hard-working lifestyle that wasn't really making her happy,
04:19and something with a lot more balance.
04:21She falls in love because she's open to that new experience.
04:24And Whoopi Goldberg's character, Delilah, also nails the perfect Coastal Grandmother aesthetic.
04:29I get Jack and you get Buddy.
04:32Oh no, you didn't.
04:34Oh yes, I did.
04:35In more recent TV, Grace and Frankie embody the same sense that it's never too late
04:40for the chic Coastal Grandmother to loosen up a little and live her best life.
04:45Yum.
04:47Double yum.
04:48While it's a little counterintuitive that 20-somethings are inspired by this message,
04:52it also makes a weird kind of sense.
04:55In a time when it feels like Erika Barry's lifestyle will never be attainable,
04:59this aesthetic and these stories provide both a wish fulfillment and a reassurance that there's
05:03no rush.
05:04There's still plenty of time to eventually arrive at the life you dream of living.
05:09More broadly, too, we can see a cultural merging of older and younger female aesthetics in some ways.
05:14Some young women are dressing, doing makeup, or getting plastic surgery to project an aura
05:19older than their actual age, while the chicness of the Coastal Grandmother
05:23is also extending down to a more middle-aged look.
05:26Another Coastal Grandmother aesthetic touchstone in modern TV is Big Little Lies,
05:31and it stars the cast of chic together mothers, not grandmothers,
05:35though the age range of the stars reflects how many women in our culture are now having children
05:39later and owning a more mature yet undeniably elegant vibe in this phase of life.
05:44It's so nice to see you again.
05:45I'm Celeste's friend, yes.
05:46How have you been?
05:47Good, good. The kids are good.
05:49Today's celebrities of all ages are being lauded for their Coastal Grandma vibes,
05:53from Oprah to millennials Selena Gomez and Taylor Swift,
05:57while Anne Hathaway explicitly posted about how much she identifies with the aesthetic.
06:01In reality TV, too, while previous eras may have been obsessed with Paris Hilton,
06:05today there's an outpouring of internet love for her mother, Kathy Hilton,
06:10who's featured on The Real Housewives of Beverly Hills,
06:12and gives off relaxed, chic Coastal Grandma vibes with a kooky spin.
06:17Fans enjoy experiencing just how comfortable and carefree her life seems compared to ours.
06:22Don't forget she's someone that also used to live in the Waldorf Astoria.
06:25I think we're all just jealous. We just want Kathy's life.
06:29Both because she's so rich, and because she's at a more established age when she has less to prove,
06:34though of course she still takes planning a dinner party very seriously.
06:38To prepare for a dinner party, I've got to feel everything in touch,
06:41and I have a pet peeve. Please don't come five or ten minutes early.
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08:12If there's any one thing that defines the Coastal Grandma,
08:15it's the fact that she doesn't have to work in the way young people are expected to as they grow older.
08:20Instead, her life centers around leisure, humor, community, and joy.
08:24Cashmere sweater is a must.
08:26Because what else will you wear to pick up pumpkin scones from your local French bakery?
08:30Something that Big Little Lies also features heavily.
08:32Hello, Tom!
08:33This ties into a wider move from Gen Z to distance themselves from aesthetics
08:38that have negative associations with stress, striving, and burnout.
08:41We can see the roots of the Coastal Grandmother trend in the earlier old money trend
08:45that went viral on TikTok in 2021.
08:48Vox's Rebecca Jennings argues that it,
08:50and now possibly the Coastal Grandma,
08:52offers a pendulum swing against the new money of today garnered by the tech industry and hustle culture.
08:56The problem with the new money influencer aesthetic is that it makes these lavish lifestyles seem achievable
09:02if only you work hard enough, and in turn put the blame on you if you don't achieve it.
09:06Get your f***ing ass up and work.
09:08It seems like nobody wants to work these days.
09:11But with inequality growing, there's been a mass realization you can work as hard as you possibly can,
09:16and still not be able to afford the life you want.
09:19So the Coastal Grandmother may ironically be offering, through images associated with old money,
09:24a playful and elegant challenge to the false meritocratic claims of new money.
09:29TikToks often communicate a sense of humorous awareness of the wealth gaps underlying it all.
09:34I peace around my beautiful coastal home that I somehow afford.
09:37I'm doing the day by curling up with a good buck and a cold glass of Chardonnay.
09:41Indeed, the video has almost framed career growth as a joke.
09:45Instead, life's work is made to center around domesticity and community,
09:48hosting dinner parties, shopping at farmers' markets,
09:51looking after beautiful homes, and running errands.
09:53On the one hand, this could be seen as quite conservative.
09:56These are the roles women have been expected to perform,
09:59and the aesthetic is holding up highly privileged examples of inherited wealth.
10:03However, the difference is that in this trend,
10:05you're performing these roles not out of a sense of duty or exclusivity,
10:08but out of joy and self-care.
10:10It invites women, and anyone really,
10:12to prioritize pleasure, community, and comfort
10:14just as much as career and work ethic, if not more.
10:17Taper candles are a Coastal Grandmother must-have
10:19because they create an inviting space.
10:24While seemingly bumping Gen Z-ers up a few decades,
10:27the Coastal Grandmother is also totally in line with wider Gen Z fashion trends.
10:32TikTok user Lex Nicoletta claims to have coined the Coastal Grandma term,
10:35and she defines it using three words,
10:38classic, comfortable, and chic.
10:39Coastal Grandmothers are busy tending to their home,
10:42running errands, and walking on the beach, obviously.
10:45First, the classic evokes an idea of nostalgia,
10:48and we know that Gen Z are nostalgia-obsessed,
10:51in love with vintage or second-hand clothes.
10:53Does something like this 1980s dress count as Coastal Grandma?
10:57And romanticizing eras when they weren't even born
10:59is somehow simpler and easier.
11:01It's a form of escapism,
11:03and the escapism of the Coastal Grandmother
11:05literally invites people to leave the rat race of the city
11:08and go for a more relaxing walk on the beach.
11:10The comfort of the Coastal Grandmother,
11:12with pieces like big striped sweaters, new balance sneakers, and linen trousers,
11:16also fits a generation that's brought back Crocs and sleep suits,
11:20and run with athleisure, oversized clothing, and a casual vibe.
11:23Inspired by Zoe Kravitz and Kimi Rowe,
11:25very relaxed, almost Coastal Grandmother,
11:27but with a French, more cool girl city twist.
11:30Finally, there's the chic of the Coastal Grandmother aesthetic.
11:33With the clean girl aesthetic taking off around the same time,
11:36there's been a push for a more elevated, upscale fashion.
11:39And it makes sense that the pristine Coastal Grandmother aesthetic
11:42would take off as we moved out of the slobbish,
11:44goblin-mode styles that many of us adopted during lockdowns.
11:48Now, there's a renewed desire to be stylish and make an effort.
11:51Coupled with the fact that these trends are designed to go viral
11:54on image-focused apps like TikTok and Instagram,
11:57it's these details and flourishes
11:58that have really made the Coastal Grandmother aesthetic take off.
12:01I love this straw tote and canvas bags like this are also trending.
12:05They're great for going to the farmer's market or just everyday use.
12:08Fundamentally, the Coastal Grandmother aesthetic is a hopeful one.
12:11It not only imagines you'll get the blissful retirement you've been promised,
12:14but also that it will be centered around the natural world,
12:18in an era when Gen Z rank the climate crisis
12:20as the most important issue facing their generation.
12:23So perhaps embodying the Coastal Grandma
12:26is an expression of faith
12:27that a joyful, transcendent lifestyle is in the cards for us,
12:31not something that's just reserved for a select few
12:33or that may soon be lost.
12:35Cut some flowers, let the sunshine in,
12:38and let's ride this trend as long as we can.
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