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My Grandma Rose used to wear a flowing print “housedress” and a cozy cashmere cardigan around the house. Who knew a very similar look would be a 2022 fashion trend that I would adopt as a postmenopausal grandma? Though it gained traction on TikTok, “Coastal Grandmother” (a.k.a. CG) is not really new. It’s an elevated combination of preppy Nantucket, Martha’s Vineyard and laid-back seaside Malibu-Santa Barbara style. But you don’t need a cedar-shingled house, a soft-top Land Rover or even grandkids to make this breezy, summery aesthetic your own, wherever you live, all year round. Here’s how to get it, live it and love it at age 50-plus.
Coastal grandmas such as the characters played by Diane Keaton in Something’s Gotta Give, Meryl Streep in It’s Complicated, Jane Fonda and Lily Tomlin in Grace and Frankie, Diane Lane in Under the Tuscan Sun, and Martha Stewart or Ina Garten on any given day, live and dress in a soothing palette of colors. It’s one of the key ingredients in nailing the coastal look. If swapping your current color plan for a muted mix of white, cream, beige and beachy washed blues and greens sounds too pricey, start with a few changes and build your new look gradually. Even a fresh coat of paint on the walls, hydrangeas in every room and a few crisp white shirts can smooth the way to more.
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You probably already have some coastal-granny items in your wardrobe; use them to build a fresh core look. Pull out nautical-inspired, blue-and-white-striped boatneck tops, roomy white jeans and pants, cotton or linen button-downs, chambray shirts and classic white lace-up sneakers. This is also the ideal time to ditch your smartwatch and slip on your old wristwatch — one with a metal or leather band — and easy-to-read numbers. It’s cool again!
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Remember when twinsets, cabled sweaters, high-waist pants and penny loafers (no lug soles) were super-fashionable? Truth is, they never were exactly out, just not getting enough attention in the hurly-burly world of fast fashion. Although coastal grandmother is anything but traditional, stiff and stuffy, she still has a thing for striped button-downs, big boyfriend shirts, matching cardigans and shells, and sweaters with cables — reminiscent of the ones from college days. Nowadays the look is updated a bit with relaxed silhouettes, elastic and drawstring waistbands, rubber soles … and sandy, seaside hues, of course.
If you’re a CG wannabe, you can ditch the leggings, skinny jeans, blazers and anything that requires shape wear, an industrial-strength bra or heels. You can also skip athleisure wear and the sexy body-flaunting category of body-con knits and cropped midriffs. Instead, stock up on loose-leg pants with high waists, midi skirts and dresses, airy button-downs, woven leather sandals and mules. The aesthetic here is sophisticated and pulled together, even when wearing a pair of elastic-waist pull-on pants and a simple shirt. Be sure to wear leather sandals — not flip-flops, please!
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Seasonal coastal-grandmother signatures such as straw bags, breezy midi sundresses, leather sandals and cotton bucket hats are great from May through August, but how do you extend that style once a chill sets in? The trick is to mix beachy favorites with fireside-ready ones. Keep the color theme and relaxed look by pairing pants like the Gap loose khaki with Washwell in Moonstone Beige ($80; gap.com) with an ivory turtleneck such as the Quince baby alpaca-wool turtleneck in Ivory ($70; onequince.com). Or throw a chunky cardigan like the Yibock women’s long-sleeve open-front chunky-knit cardigan in Cablekhaki ($38; amazon.com) over a midi dress such as the INC International Concepts smock puff-sleeve dress in Dutch Canal ($100; macys.com), and wrap a soft flexible scarf like the Hoyayo wool-shawl pashmina wrap in 05-Cyan or Beige ($32; amazon.com) around your shoulders or neck.
It’s the extras that make CG life seem like a nonstop vacation. Four very specific items create a coastal-casual but refined vibe. Choose a canvas tote and/or straw shoulder bag (soft tan or camel leather hobos or bucket bags for winter or work). Trade black glasses frames and aviators for warmer brown tortoise options. Swap baseball caps for bucket hats (look for cold-weather buckets in fleece, corduroy and leather), and leave bold statement jewelry in the drawer and wear a delicate “personal” necklace and studs.
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Coastal grandmas don’t load up on makeup or head-turning floral perfumes. Neither do they spend time fussing with their hair or get statement manicures. Instead, they choose fresh outdoorsy scents like Skylar Salt Air eau de parfum ($85; sephora.com), tinted moisturizers and color-control (CC) creams with sun protection such as Neutrogena radiant tinted moisturizer SPF 30 ($14; target.com), seashell light nail colors like Essie nail polish in Lighten the Mood ($10; target.com) and subtle tinted lip balms in the nude-pink range, such as Honest Beauty tinted lip balm with avocado oil in Lychee Fruit or Summer Melon ($9; target.com).
You may not be growing heirloom tomatoes or taking long walks at the shore every day, but your home can take on the coastal-lifestyle look. Coastal decor (sometimes referred to as beach-house decor) is now an actual separate category for furnishings, bedding and housewares. You can add hints to your home whether your current style is traditional, contemporary or country and whether you live in Cincinnati, Seattle or Phoenix. The following changes do the trick: new throw pillows or pillow covers, and throw blankets for sofas and chairs, in coastal hues; fresh slipcovers in white or beige cotton; rattan and wicker baskets in the kitchen and for open display of everything from firewood to board games and books; rattan or wicker counter stools and chairs; rugs and runners in natural fibers such as sisal or woven cotton; long, soft ivory linen curtains; and blue or white enamel cookware in view at all times.
Everybody can jump on this trend, even guys. Once again, it’s the right mix of basics and updated classics that provide the look. A cardigan like the Hope & Henry men’s shawl-collar sweater in White Cable Knit Shawl ($50; target.com), a linen button-down such as the JMIERR men’s cotton-linen long-sleeve button-down shirt in 01 Sky Blue ($30; amazon.com), light-wash relaxed jeans like the Wrangler men’s relaxed-fit jeans in Light Blue ($20; target.com) and shoe options such as the Go Tour men’s driving shoes in Khaki, Brown or Dark Blue ($50; amazon.com) are just a few examples of CG. Check his closet for more items like your chambray and linen shirts, time-washed khakis and ribbed crewnecks too.
Lois Joy Johnson is a beauty and style editor who focuses on women 50 and older. She was the beauty and style editor at Ladies’ Home Journal and a founding editor of More magazine. She has written three books: The Makeup Wakeup, The Wardrobe Wakeup and The Woman's Wakeup.
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