"Similar to ocean waves on a picturesque summer day, fashion trends have a way of rising and falling, moving in and out of the masses’ favor. Every so often, though, a trend transcends its ephemeral status and solidifies itself as iconic. In other words, some outlier trends are so phenomenal that the fashion-conscious among us turn to them season after season, year after year. Coastal grandma is one of those outliers.
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This season, the classy inspired-by-New-England-affluence trend has returned at optimal strength—yet again—for its third summer in a row. And it’s not hard to imagine why. It’s timeless, polished, and practical—a win on all fronts, particularly when you’re a mom.
I’ve personally chosen it as my annual summer fashion aesthetic and have spent the last several summers building out my coastal grandma-inspired summer wardrobe. Needless to say, I’ve done a lot of digital window shopping (in addition to actual shopping). This means I’ve nailed down where to find the best mom-friendly coastal grandmother fashion pieces.
Keep reading for a refresh on the trend and a round-up of my favorite shopping destinations for coastal grandmother pieces.
What is the coastal grandma aesthetic?
If you’ve somehow managed to avoid hearing about this golden summer fashion aesthetic or have perhaps forgotten what exactly this trend entails, here’s a quick reminder. In the simplest terms, coastal grandma is all about quintessential New England style. It’s an aesthetic that is applicable across categories and can be channeled through fashion, home decor, and general lifestyle. It is very strongly inspired by and associated with Nancy Meyers films.
Within the realm of fashion, dressing as a coastal grandma comes down to taking inspiration from the clothes you might imagine being worn by wealthy, elderly, coast-residing women. While that might sound a bit ambiguous, the beauty of the trend is its simplicity. Nailing the coastal grandmother aesthetic is all about wearing linen, raffia, nautical stripes, and garden-esque prints, from microflorals to gingham. When in doubt, throw on a straw bucket hat.
Coastal grandmother fashion is comfortable yet polished. Trendy yet timeless. It’s a vacation in and of itself. You can see why it’s been my mom-friendly fashion aesthetic of choice these last few years.
What to look for when shopping the coastal grandma trend—and what makes these retailers the best
Because the coastal grandmother aesthetic is so popular, it’s not difficult to find on-trend pieces across retailers. But as someone who writes about fashion on a frequent basis, I can share that I’ve done my research. I can also very confidently share that not all brands are created equal when it comes to epitomizing this trend.
Can you find coastal grandma pieces on Amazon? Of course. But—and bear with me here—a big part of capturing this trend is also prioritizing quality. And while I don’t believe anyone should feel compelled to spend outside their comfort zone, I do think quality-to-price-point should be considered when intentionally shopping this trend.
Sure, a $10 pair of faux-linen shorts from an affordable retailer can visually get the job done. But beyond how your outfit looks, there is something so much more special about a soft, quality pair of 100 percent linen shorts that were carefully selected and will last for years to come. Coastal grandmas don’t get caught up in the rat race of fast fashion. They research, evaluate, and save up when need be. They take their time curating the wardrobe of their seaside dreams.
Over the years, I’ve shopped from a wide range of retailers, from as affordable as they come to premium, capsule-worthy brands and designers. Below are the eight retailers I keep coming back to for coastal grandmother fashion pieces.
The best places to shop for coastal grandma pieces
Abercrombie & Fitch
For many of us, A&F is old faithful. It’s a brand we grew up with—that grew up with us, I would argue. It can be depended on to cover every trend at an affordable price and across a spectrum of sizes. This extends to coastal grandma offerings.
From wear-everyday linen pants and button-downs to raffia accessories, cozy chic sweaters, and evening-beach-stroll dresses, Abercrombie & Fitch can be a one-stop-shop for giving your summer wardrobe a coast-inspired makeover.
Kiel James Patrick
Kiel James Patrick is a brand close to my heart. Dedicated to capturing authentic New England style, it’s one I turn to all year round for coastal grandma vibes. While the brand offers an array of clothing—from dresses to PJs to accessories—they’re perhaps best known for their unique (sometimes amazingly kitschy) sweaters. I personally own more than I care to admit. And every year, I look forward to packing my “Old Salt” sweater to bring with me on my family’s annual summer trip to New England.
This summer, I also finally invested in the KJP pearl necklace. I’ve had my eye on it for years, and I couldn’t be more pleased. The quality is stunning, and the piece certainly looks far more expensive than its price tag. If you’re initially turned off by the brand’s pricing (I’m a mom—I get it), know this: I fully plan to pass all of my KJP pieces down to my daughter one day. They’re that good.
J.Crew
Come springtime, you can find me stalking the J.Crew website like it’s my job. From their sailor-inspired pants to swoon-worthy knits, it’s hard to find a piece on the J.Crew website that doesn’t feel straight from a Nancy Meyers film. While many of the pieces ring it at a higher-than-average price point, it’s worth noting that the brand is almost always running a sale or two. I’ve learned to save my clothing cash each season (i.e., refrain from buying fast fashion pieces) to invest in a piece or two from J.Crew. This self-restraint never goes under-appreciated: J.Crew pieces are easily my most worn during the summer months.
5 colors and patterns available
sizes 0 – 24; also comes in long torso
EllandEmm
If you haven’t heard of this brand before, allow me to introduce you to one of the absolute best mom-friendly fashion destinations on the internet. EllandEmm is, without a doubt, one of my own personal favorites. It’s particularly great during this stage of my life as a mom to a toddler and Pre-Ker. The pieces are comfortable while still presenting the wearer as put-together. The quality is always top-tier, especially when compared to the reasonable price point. Their pieces also flow effortlessly together, with each small drop complementing previous collections to a T. Essentially, once you start shopping this brand, it’s hard to stop.
Despite their comfort and practicality, many pieces on the EllandEmm site scream coastal grandma “old money.” Their soft, boxer-look-alike shorts, in particular, have been a favorite item of mine this summer. I’ve found myself reaching for them as soon as they’re fresh out of the wash. Their comfy knits are also a favorite. They are well-suited for windy days on the water or chilly evenings spent around the campfire.
Eric Javits
While a first scan of the accessory designer’s website might have you thinking “resort wear,” there are some truly unique and elegant coastal grandma pieces to be found on Eric Javits. Last summer, I added a pair of straw mules from the brand to my summer wardrobe. They have become—beyond a shadow of a doubt—one of my most-worn shoes from June through August. Despite a year of heavy wear, they are also still in tip-top shape. Eric Javits is also well known for its straw hats and visors—both coastal grandmother essentials.
Sézane
Sézane is a prime destination for investment pieces. And, when it comes to channeling coastal grandma, arguably the best place to purchase seasonal basket bags. Their collection of raffia totes and handbags is covetable, to say the least. I truly can’t bring any of mine out of the house without receiving a compliment.
Sézane is also a great brand to shop for coastal-inspired knits, from dresses to mariner sweatshirts and sweaters. It’s also great for textural footwear and garden-esque tops and dresses. If you’re on the hunt for unique, no-one-else-I-know-owns-this pieces that will endure the test of time, start here.
Long Wharf Supply Co.
If shopping small brands with a do-good mentality is your thing, then Long Wharf Supply Co. is the coastal grandma fashion destination for you. The brand’s bread-and-butter SeaWell™ knit sweaters are—Are you ready for this?—crafted from recycled oyster shells as well as recycled plastic. Oyster shells!
Inspired by vintage fisherman sweaters, the brand’s garments are visually aligned with the coast. Speaking from experience, they are also incredibly comfortable. I wear my Jolly Roger sweater on the regular during the spring and summer. It’s been a conversation point in many a Zoom meeting.
Nordstrom
If you’re looking to shop a variety of brands in one fell swoop, I’ve found Nordstrom to be a gold mine for coastal grandma pieces. Offering a slew of selections from coastal brands—Sperry, Faherty, and Vineyard Vines to name a few—the retailer presents coastal grandmas the opportunity to easily cherry-pick styles across designers and price points. Bonus: Nordstrom offers free standard shipping and free returns.
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Emilee Janitz, Contributing Writer
Emilee is an accomplished communications strategist and lifestyle journalist. She currently works on the content team at Enterprise SEO company Terakeet where she creates and executes reputation management strategies for Fortune 500 companies. She is a Contributing Fashion Writer for The Everygirl and has additionally been published on POPSUGAR, Motherly, MSN, and Yahoo.