AmFirst, there was the “coastal grandmother.” Then came “granny style.” Now, a new figure has entered the spotlight: the Italian nonna trend.
Given there’s a more than 150% increase in TikTok searches for the “grandma aesthetic,” it should come as no surprise that Italian grandmothers have now become a source of inspiration. With its linen shirts, aprons, head scarves, gold jewelry, retro prints, and effortless elegance, the Italian Grandma look takes Mediterranean chic to a new, but more comfortable, level.
There was a time when we’d relegate the clothes we inherited from our grandmothers to the back of a closet. Now, we’re hunting for them on secondhand platforms. And Gen Z in particular, experts as they are in the art of reviving forgotten styles, has recently found a new muse in the Italian nonna. This aesthetic isn’t just a style of dressing, either: It’s becoming a whole fashion philosophy. Buy less, wear better, and repeat your favorite looks with disarming confidence. Where “quiet luxury” promised understated opulence, Nonna-maxxing celebrates more intimate luxuries: an ironed tablecloth, the scent of fresh laundry, or a necklace passed down through generations.
