It started with a crochet cardigan and a pair of sensible loafers. Suddenly, the trend cycle—which usually moves at the speed of a TikTok scroll—decided to hit the brakes and look backward. Way backward. We aren't talking about the sleek minimalism of the 90s or the neon chaos of the 2000s. We are talking about the "Grandmacore" or "Coastal Grandmother" aesthetic that has taken over closets from Brooklyn to Berlin. Honestly, the urge to dress like a grandma isn’t just a fleeting fashion whim; it’s a full-blown cultural shift toward comfort, nostalgia, and clothes that actually last longer than a few wash cycles.
You've probably seen it. Maybe it’s a chunky knit vest layered over a floral midi dress, or perhaps it's the sudden ubiquity of quilted jackets that look like they were stolen from a guest bedroom in Vermont. It’s cozy. It’s tactile. It’s remarkably practical.
The Psychology of the Granny Aesthetic
Why now? Why are twenty-somethings ditching bodycon dresses for oversized linens and orthopedic-adjacent footwear?
Life is loud. The internet is louder. There is something deeply grounding about wearing a sweater that feels like a hug from someone who bakes too many cookies. Psychologically, dressing this way is a form of "enclothed cognition." That’s a fancy term researchers use to describe how the clothes we wear affect our mental processes. When you dress like a grandma, you’re adopting the visual language of safety, slow living, and wisdom. You aren't dressing for the male gaze or the corporate ladder. You're dressing for a tea party that may or may not actually happen.
It's a rejection of fast fashion culture
We've all felt that guilt. The pile of $12 polyester shirts that fall apart after two wears. Choosing to dress like a grandma often means embracing natural fibers like wool, cotton, and linen. These are the fabrics of the past because they were built to endure. According to the Ellen MacArthur Foundation, the average number of times a garment is worn has decreased by 36% in the last 15 years. The grandma aesthetic flips the script. It rewards the "mended" look. It celebrates a snag in a sweater because it shows the item has a history.
How to Actually Pull Off the Look Without Looking Like You’re in a Costume
There is a fine line between "chic vintage enthusiast" and "lost in the attic." To nail the vibe, you have to understand the core elements. It isn't just about wearing old clothes. It’s about the vibe of the pieces.
1. The Power of the Cardigan
Don't go for the thin, tight ones. You want weight. Look for cable knits, embroidery, or those oversized buttons that look like they were carved from wood. Brands like Ganni and Babaa have practically built empires on the idea that a heavy sweater is the ultimate fashion statement.
2. The "Ugly" Shoe
Birkenstocks. Mary Janes with thick socks. Loafers. If it looks like something you could comfortably garden in for four hours, you’re on the right track. The rise of "comfort tech" in footwear means you don't even have to suffer for the look anymore.
3. Prints That Tell a Story
Florals are the obvious choice, but think "wallpaper florals," not "tropical vacation." To dress like a grandma effectively, you want patterns that look slightly faded, like they’ve spent a few decades in a sunny breakfast nook. Think ginghams, tartans, and small-scale ditsy prints.
4. The Silk Scarf
Tied under the chin (the "Babushka" style) or loosely around the neck, a silk scarf adds an immediate layer of eccentricity. It’s the ultimate "I have a collection of antique spoons" energy.
Mix and Match Textures
Texture is your best friend here. If you're wearing a smooth silk skirt, throw on a scratchy (but high-quality) wool vest. The contrast is what makes it look intentional and modern rather than just dated. Mixing a heavy corduroy pant with a delicate lace blouse creates a visual tension that says, "I know what I'm doing."
The Influences: From Alexa Chung to Martha Stewart
We can't talk about this without mentioning the icons. While the term "Coastal Grandmother" was popularized by TikToker Lex Nicoleta, the roots go back to Nancy Meyers movies. Think Diane Keaton in Something's Gotta Give. High-waisted white pants, cream turtlenecks, and a bucket hat. It’s aspirational because it represents a life of financial stability and emotional peace.
On the flip side, you have the "Eclectic Grandpa" trend—a close cousin. This is more about sweater vests and baseball caps, popularized by Tyler, The Creator and Harry Styles. It's the same energy: vintage, storied, and slightly mismatched.
"True style is often about the things that shouldn't work together, but do because of the person wearing them." — This is the unofficial mantra of the movement.
Where to Shop (Hint: Not the Mall)
If you're trying to dress like a grandma, the local shopping center is probably the worst place to start. You want pieces with soul.
🔗 Read more: How to Wear a Hoodie with T Shirt Without Looking Like a Gym Rat
- Thrift Stores and Charity Shops: This is the gold mine. Look for the "Made in USA" or "Made in Scotland" tags. These older garments often have better construction than modern luxury brands.
- Estate Sales: This is where you find the real deal—jewelry, scarves, and handbags that have been well-maintained for 50 years.
- Etsy and eBay: Search for keywords like "vintage wool cardigan," "linen midi skirt," or "hand-knit sweater."
- Sustainable Brands: If you want new clothes that fit the vibe, look at Everlane for basics or Pyne & Smith for linen dresses that look like they belong in a 1940s farmhouse.
The Sustainability Factor
Let's get real for a second. The fashion industry is responsible for about 10% of global carbon emissions. By leaning into an aesthetic that favors second-hand items and durable materials, you are effectively opting out of the waste cycle. To dress like a grandma is, inherently, an act of environmentalism. You're saying "no" to the trend cycle by adopting a "trend" that is literally based on things being old.
It’s about the "Buy Less, Choose Well" philosophy championed by the late Vivienne Westwood. A grandma doesn't buy a new coat every year. She has the coat. The one she’s had since 1984.
Common Misconceptions About Grandmacore
People think it’s just about being "frumpy." That's a mistake. There is a huge difference between being unkempt and being "intentionally cozy."
- It’s not just for older people: Obviously. But it’s also not a parody of aging. It’s an appreciation for the aesthetics of a life well-lived.
- It doesn't have to be expensive: While high-end linen can be pricey, the heart of this look is found in thrift bins.
- It’s not "boring": With the right accessories—chunky gold earrings, a bold lip, or a modern haircut—the look becomes avant-garde.
Actionable Steps to Transition Your Wardrobe
If you're ready to embrace your inner matriarch, don't go out and buy a whole new wardrobe tomorrow. That defeats the purpose.
👉 See also: Why Baby Boy Names Starting With V Are Suddenly Taking Over
- Audit your current closet for "hero" pieces. Do you have a trench coat? A sturdy pair of boots? A white button-down? These are your foundations.
- Invest in one high-quality knit. Look for 100% wool, cashmere, or alpaca. Avoid acrylic; it doesn't breathe and it pills instantly.
- Change your accessories. Swap your plastic hair clips for tortoiseshell combs. Trade your sleek backpack for a structured leather tote or a straw basket.
- Embrace the "lived-in" look. Stop stressing about a small wrinkle in your linen shirt. Linen is supposed to wrinkle. It shows you’ve been sitting on a porch reading, even if you’ve actually just been at your desk answering emails.
- Focus on the silhouette. Go for high waists and tucked-in tops. This creates a classic shape that feels grounded and intentional.
Dressing like a grandma is ultimately about reclaiming your time and your comfort. It’s a way to signal to the world that you aren't interested in the frantic pace of modern "micro-trends." You’re here for the long haul, wrapped in a giant sweater, with a cup of tea in hand and absolutely nowhere to rush to. It’s a quiet rebellion, one crochet stitch at a time.