In recent months, 29-year-old Kylie Davis' social media feed hasself-described as "the Martha Stewart of millennials." She's full of influencer images in floppy hats, fluffy white dresses, and white-and-blue coastal cottages, so naturally she's gotta make the pilgrimage to Nantucket, Massachusetts, this summer. I didn't.
A resident of Bethesda, Md., said it was "a hub for what coastal granny aesthetics embody."
Forget Ibiza. Thanks to the "coast granny" trend, certain influencers and their followers' summer vacations in Nantucket and other seaside locations are decidedly more Nancy Meyers-like than nightlife.
Her 26-year-old Lex Nicoleta made headlines when she first coined the term "coastal granny" in her TikTok video posted in March . rice field. “If you like Nancy Meyers movies, seaside vibes, recipes and cooking, Ina Garten, cozy interiors and more, you might be a seaside grandma. No," the young blonde explained, showing a slideshow of photos that included Diane Keaton from "Something's Gotta Give."
The tag #coastalgrandmother now has over 188 million views on her TikTok, and New Her England's tourism industry has found the aesthetic unexpectedly popular with younger generations. Take advantage of that.
Joanne Logie, founder of New England Vacation Rentals, told The Post.
She found the coastal granny aesthetic in vogue during the pandemic, turning to oversized sofas, creative workspaces, colorful bookshelves, and herb gardens for rest. I've started updating my rental home with "grandma's trendy stuff," including cozy furniture. on trend.
"It's about that soft touch," she said.
Her company also capitalized on this trend by advertising her home on the Instagram reel , using key terms such as: Show off your "look" to your target audience of new millennials. "Bright and airy", and a price increase. Meanwhile,Congdon & Coleman Real Estate offers rental homes that fit "a lot of Nantucket's 'coastal granny' aesthetic."
Bloise-Murphy, head of culture and tourism for Shanton Nantucket, is proud that coastal grandmother trends and social media have helped boost tourism to the small island off Cape Cod.
We have "aggressively marketed Nantucket to visitors," offering sponsored trips and perks to attract influencers, she said BuzzFeed News. 83}. "Nantucket is such a beautiful place... luckily it's photographed very well," added Browers-Murphy, adding that the growing number of "20- and 30-somethings coming out for a short trip to the island" I paid attention.
Abigail Fox Designs, Nantucket clothing and Interest is also growing at the gift shop, which has updated its summer collection with new pieces for customers of all ages.Crew-neck cashmere with a map of Nantucket sewn into the elbow sold out twice.
"Casual elegance has long defined Nantucket, and I think that's the core of what makes Coastal Grandma so appealing," says a store representative. told The Post.
A fire that has been burning for years.
Leah Valentine Hull, 25, who was born and raised in Nantucket, told the Post that she came "just to pursue that particular aesthetic" and "wipe out the Nantucket identity" and "wipe out the shores." He said he despises "those who wash". over there. "
Her family has lived in close-knit communities for nearly 10 generations of her, but they are 'dying' as the island 'turns drab and beige' and prices rise." she explained.
But not all natives of Nantucket have shunned these coastal grandmothers and other short-term renters.
Nick Johnson, 35, is his seventh full-time resident of his Nantucket Surf his club, and on the island he has two short-term rental homes and several long-term rentals. I own a home.
"If there weren't so many tourists enjoying Nantucket, we would be shooting ourselves," Johnson told the Post. He argued that short-term rentals were more profitable than long-term rentals and were the only way many full-time residents could stay on the island. A billionaire who owns a villa in New York and wants a quiet island of his own, but who doesn't care about the locals, claims he's trying to block short-term rentals.
"If we kick the tourists out, there will be nothing left here," he said.