![]() ![]() Aerie even has its own “coastal grandma” edit page on its website, which includes linen cover-ups and straw hats. Aéropostale and River Island have used the term “cottagecore” - a countryside-inspired aesthetic featuring floral, ruffled-covered garments - in their email blasts, while Asos and The Iconic have name-checked “indie sleaze” on their websites. J.Crew, for instance, promoted its linens using the “coastal grandma” Instagram hashtag in May the post saw some of the highest engagement that month, said chief marketing officer Derek Yarbrough. Trends move at lightning speed, and while some terminology becomes a permanent fixture in fashion’s evolving lexicon, others disappear with a swipe.īut with a user base of nearly 1.8 billion, designers and merchandisers at all sorts of brands feel compelled to pay attention to what’s trending on the platform. Keeping up with TikTok fashion can feel impossible. ![]() Tomorrow, it might be “royalcore,” “night luxe” or “Miley Stewart summer.” And before that, it was “twee,” a retro-feminine style heavy on Peter Pan collar shirts and colourful tights. Before that, it was “indie sleaze” - a hipster look of plaid shirts, beanies and leggings under dresses. According to TikTok, the hottest style right now is “coastal grandma,” inspired by relaxed, oceanside minimalism and lots of linen. ![]()
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