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- The “grandmillennial” aesthetic is in.
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- Brandon Colbert Photography/Getty Images
- The “grandmillennial” aesthetic is in: Millennials are decorating their homes with everything your grandma loves, from antiques to ruffles, reported Emma Bazilian for House Beautiful.
- Grandmillennials who spoke to Shayne Benoqitz of The New York Post spend anywhere from $5,000 to $150,000 on the style.
- The trend shows what millennials like and dislike: It’s a reaction to the generation’s affinity for minimalism, but also related to their love for “ugly fashion.”
- Visit Business Insider’s homepage for more stories.
Porcelain figurines, English antiques, chintz wallpaper, brocade curtains.
No, this isn’t your grandma’s house – it’s the home of “grandmillennials.”
Emma Bazilian first coined the term in a House Beautiful article to refer to the 20- and 30-somethings who love an antiquated design aesthetic. And Shayne Benowitz of The New York Post recently talked to several of these grandmillennials, who are taking décor inspiration everywhere from English country houses to neo-preppy brands like Rodarte and spending big bucks – think anywhere for $5,000 to $150,000 – to do it.
Design experts told both Bazilian and Benowitz that millennials are putting an updated spin on this style to show off their personal flair and create a homey feeling. The aesthetic is a response to the minimalist, neutral trends that have been reigning over Instagram, they said.
“People want design with more soul and personality,” Brooklyn-based designer Caroline Pogue, who specializes in vintage residential interiors, told Benowitz. “It’s also fueled by a renewed interest in vintage fashion and an ethos for reusing items.”
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The trend is both a contradiction of and an embodiment of what millennials love.
Millennials are known for being partial to minimalist, low-maintenance designs and sleek, discreet appliances in homes, Business Insider’s Katie Warren previously reported. Some even love a minimalist lifestyle so much that they prefer to live in tiny houses.
The rise of the grandmillennial is a knee-jerk, maximalist reaction to that very minimalism. However, it’s also on par with the ugly fashion movement. Consumers are dropping hundreds of dollars on “ugly fashion” trends like Balenciaga’s Triple S sneakers and Birkenstocks, Business Insider’s Mary Hanbury reported.
For some millennials, more really is more: Both the “ugly fashion” style and grandmillennial aesthetic have “extra,” or lavish, tendencies, but at the end of the day, they’re all about comfort.
As Bazilian wrote, “Maybe the ultimate appeal of the grandmillennial aesthetic lies in the fact that, for the stressed-out twenty- and thirty-somethings of the world, that cozy chintz chair at your grandmother’s house represents a much-needed respite.”
