The Coastal Grandmother Aesthetic, Santa Barbara Style
Lovebird’s Nancy Burgner Gives the ‘Real’ Scoop on This Summer’s Hottest Trend
By Leslie Dinaberg | August 25, 2022
Read all of the stories in “Our 2022 Active Aging Guide” here.
The Coastal Grandmother trend was seemingly everywhere this summer. What do the real fashion experts have to say about the comfy beachy vibe that’s taken the Internet by storm? Nancy Burgner, owner of Lovebird Boutique (lovebirdsb.com), gives us the skinny.
The coastal grandmother (and granddaughter) trend is certainly popular online. Are you seeing a lot of that look as a trend with your vendors? This “Coastal Grandmother” phrase makes me laugh as I’m approaching the potential Grandma age and I personally wouldn’t be attracted to something called Grandmother anything! That said, the look is really a return to the classics — easy, effortless dressing in a neutral palette. Shirt dresses, linens, cashmeres, collared shirts, high-waisted pants. What’s different is that there’s a sector of the younger generation that seems attracted to this more conservative, “mature” look, at least for the moment. This is a good thing — fashion trends may come and go, but you’ll always return to your classic pieces at different times in your life. They should be the cornerstone of your wardrobe, no matter what your age.
What about your customers? Is that a style you see being embraced in Santa Barbara? The Santa Barbara style epitomized the Coastal Grandmother look long before it was called this — it’s an enduring, classic style favored by West Coast, as well as East Coast, women. We have many e-com customers from the Northeast and East Coast and typically they are buying our classic “Coastal Grandma” items and not our more colorful, playful styles. So it’s interesting that this look seems to be favored by coastal women who are used to a more casual, beach-oriented lifestyle and aesthetic.
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