You might have seen the term "coastal grandmother" pop up on your TikTok and Instagram feeds in recent weeks, without really understanding what it was all about. This fashion trend -- a kind of effortlessly chic but comfortable style, reminiscent of Serena van der Woodsen's grandmother vacationing in the Hamptons -- now has millions of followers around the world... even among younger generations.

Nobody puts Grandma in a corner! Not content with being the source of the most popular beauty tips since the pandemic, nor even with bringing fashion trends and hobbies once considered outdated back in vogue, grandmothers are now proving to be veritable influencers in the world of ready-to-wear fashion. The latest trending aesthetic, the "coastal grandmother," went viral in a matter of weeks on social networks. The look reflects a clothing style worthy of the greatest summer romantic comedies, focusing on a minimalist and comfortable chic style that's simplicity (and wealth) personified.

An easy living Hamptons vibe

Imagine yourself sipping a margarita in the Hamptons sunshine, at the bottom of a meticulously kempt garden and -- it goes without saying -- an extensive vegetable patch, far from the hustle and bustle of the most touristy beaches of California and the rest of the world. How would you dress in such a setting? Forget garish colors, synthetic materials, and other overly eccentric details. Here, the wardrobe strives to be chic, simple and comfortable, all without failing to signal the wearer's social status.

The "coastal grandmother" look shows that you are not the kind of slovenly person who sleeps in late or goes to bed at an unreasonable hour, quite the contrary... Exercise is essential, even on vacation, as is the decoration of this sublime house that only fills with life in the sunnier season, not to mention the kind of healthy lifestyle that's key to who you are. If you're a fan of "Gossip Girl," you'll know that the Hamptons grandmother is the queen of summer. And she is now inspiring the youngest generations, who have evidently decided to approach summer with the height of class. Indeed, the #coastalgrandmother hashtag counts no less than 48 million views on TikTok so far.

Linen is the star of the show

Popularized by user Lex Nicoleta on social networks, the trend has been rising steadily in recent weeks, bringing to the forefront a material synonymous with comfort, sustainability and keeping cool: linen. This natural, plant-based material, which made a comeback during the pandemic in response to environmental issues, is the ideal material in the eyes of the celebrated vacationing elder. According to global fashion search engine Stylight,* interest in linen blouses (+62%), shirts (+37%) and pants (+23%) has soared in just one month, showing a clear craze for this sustainable material, but also for the "coastal grandmother" aesthetic.

And to complete this outfit, what better than the traditional straw hat, which saw a 65% increase in clicks during May? This can be matched with pearl necklaces (+37%) and clogs (+19%). But the shoes that will be (really, really) popular this summer -- and which fit perfectly with the "coastal grandmother" trend -- are none other than Birkenstocks (+141%), now finding more and more followers around the world.

Note that interest in the "coastal grandmother" vibe shows no sign of faltering, quite the contrary, since Stylight observed an 833% uptick of search interest for the keyword "coastal grandmother" on Google Trends. It's a style that has conquered -- for some time already -- a certain Anne Hathaway, who rushed to post one of her favorite looks on Instagram. So get ready for a chic, simple and comfortable summer.

*Stylight data is based on April 1-11 versus May 1-11, 2022. Google Trends data is based on April 3, 2022 vs. May 9, 2022.