TikTok is enamored with the coastal grandma effect—think: Nancy Meyers heroines—while others are trying the fancy grandma aesthetic.
traces fashion’s love of the stylish older woman back to the Edwardian period and WWII, when silhouettes were catered in particular to mature women. “Fashion became very focused on younger people in the 1920s, with a focus on a youthful, androgenous, thin body that continued through the 1930s,” adds Armstead. Once the Youthquake movement happened in the 1960s, the mini skirt and all of its counterparts came roaring with an eye on all things youthful. Fashion was forever changed.
And though we’re still primarily living in a time where fashion is geared towards a youthful aesthetic, coastal grandma and fancy grandma both echo an evolution of self-expressive dressing that happened earlier on during the pandemic. “The emphasis on comfort during lockdown has extended into current consumer preferences, but now people are looking for a way to retain the comfort they had in their pajama pants while appearing put-together, polished, and authentic,” she says.
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