Grannywhat?! Explaining the Grandmillennial (or Granny Chic) trend

Eleni Fantis, 06/08/2021

Trends in Interior Design come and go, often influenced by fashion, music, and art, but also as a consequence of world events, economic fluctuations and the development and evolvement of building/home products and materials. In this post, we’ll be looking at the surprising popularity of the ‘Grandmillenial’ trend, and just how this almost Victorian style of decorating became so popular amongst Millennials!

The Grandmillennial trend, or ‘Granny Chic’ has a fan base of mostly those in their 20’s and 30’s. The trend was named by Emily Bazilian of House Beautiful and encompasses both Interior Design and Fashion – Gucci AW 2016 collection is credited with the beginnings of this look. It can best be described as modern-day but with retro pieces, giving a fresh look to items that are familiar.

For interiors, this means plenty of florals, chintz, lace and a renewed fondness for Laura Ashley vintage designs. The look includes second-hand pieces of furniture, in dark woods, wicker and cane which are either handed down from family or found in vintage shops and flea markets. Floral wallpapers and a warm palette of colours such as Benjamin Moore’s ‘First Light’ (a soft pink and Colour of the Year for 2020) are favoured, and like the Victorians and Shabby Chic looks that went before, this is a multi-layered style – the difference may be in the juxtaposition of an abstract piece of art against the backdrop of a floral wallpaper and antique dresser.

The growth of this trend can be attributed to the following influences:

• High profile fashion designers basing collections on vintage style prints and silhouettes, with advertising campaigns featuring vintage tea-sets and doilies.

• Celebrities and Instagrammers promoting the look, and its eco-friendly benefits.

• The general rise in popularity of ‘Modest Dressing’ resulting in the proliferation of floral dresses and blouses both new and vintage (blogger and vintage consultant Sammy Davies writes that Millennials want to “live a slower, more mindful, more modest life”).

• Traditional hobbies such as knitting, crochet and needlepoint have had a resurgence, again due to Instagram, Bloggers and Vloggers and are no longer seen as ‘uncool’.

• Grandmillennial is also a reaction, and ‘counter trend’ to the neutral transitional designs, complete with mass-produced Scandi furniture of the millennial’s childhood.

• It is possible that the overriding reason for this trend is that millennials today, facing stressful challenges at work and in their daily lives, feel the need for a home that engenders feelings of comfort, security, and the nostalgia of ‘Grandma’s house’.

Grandmillennials have an appreciation of the past and well-made pieces, and the look is usually cosy, comfortable, and reflective of the owner’s personality. Additionally, this style provides an eco-friendly aspect – more recycling of items means less going to landfill.

As New York designer Ruby Sanders says, ”There’s so much negativity in the world today, who doesn’t want to be surrounded by pretty, happy, comfortable things?”