Get the Coastal Grandmother Look — Marin Style

It seems everyone is getting into the “Coastal Grandmother” trend that went viral on TikTok earlier this year, including celebs like Anne Hathaway and Annie Leibovitz. So just who is a Coastal Grandmother? Think crisp linen in a neutral palette, walks on the coast, cozy interiors, home cooking and farmers’ market treks — essentially, a mashup of Diane Keaton in Something’s Gotta Give and Meryl Streep in It’s Complicated

Michaella92/Moviestills DB

The Coastal Grandmother sure sounds a lot like many women we know right here in Marin, but Rough Linen president Tricia Rose, who founded her San Rafael-based home goods company in 2009 and embodied the trend long before it arrived on TikTok, describes the local iteration best. “Her heart lifts as she exits the Robin Williams Tunnel,” she says. “She hikes, but she tends to call it a walk. Long ago, she gave away or donated the things she doesn’t want. And she tends green.” Ready to dress the part? Here are a few Coastal Grandmother wardrobe staples from locally founded brands and shops.

Nikki Beach Hat, $80

Viva Diva Boutique

Nikki Toast

Rough Linen Mirage Linen Scarf, $79
Rough Linen 24/7 Caftan, $175

Jacquelyne Warner

GRO Eyewear Emily, $475

Rims and Goggles

Rims & Goggles

Vanessa Bruno Large Raffia Cabas; $490

Perfect Provenance

Mohinders x Real Fun, Wow! Artist Series Slides, $195

Blending traditional Chinese medicine with modern innovation, this eye cream is formulated with more than 10 herbs and antioxidant-rich oils to treat dark circles, puffiness and elasticity.

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Lotus Abrams

Lotus Abrams has covered everything from beauty to business to tech in her editorial career, but it might be writing about her native Bay Area that inspires her most. She lives with her husband and two daughters in the San Francisco Peninsula, where they enjoy spending time outdoors at the area’s many open spaces protected and preserved by her favorite local nonprofit, the Peninsula Open Space Trust.