The new TikTok summer trend for fashion is: Coastal Grandmother. The hashtag #coastalgrandmother already has 31.9 million views on TikTok. The style plays with ideas such as gardening, a summery coastal feeling and a glass of wine on the terrace and is inspired by actresses such as Diane Keaton, the leading lady in Nancy Meyer films. An indispensable part of the look is a straw hat and a loose linen shirt over the shoulders. The trend was started by TikToker Lex Nicoleta in January 2022, according to Stylight.
Matching this, the relevant product categories are booming on Stylight: Stylight reports a 65 percent increase in demand for straw hats in the bucket hat style and interest in linen blouses also increased by 62 percent. Other components of the look did not achieve quite as high rates of increase: linen trousers rose by 23 percent and linen shirts by 37 percent. When it comes to accessories, Birkenstocks are far ahead: they achieved an increase of 114 percent, clogs at least 19 percent.