Italian “Dolce Nonna” aesthetic becomes Gen Z fashion staple

TikTok searches for the “grandma aesthetic” have risen by more than 150%, driving a new fashion wave centered on the Italian nonna. Gen Z users are embracing linen shirts, aprons, gold jewelry, retro prints and relaxed Mediterranean elegance, promoting a philosophy of buying less, wearing better and re‑using inherited pieces through second‑hand platforms.

The trend has moved from social media to high fashion, with runway interpretations by Jacquemus and Miu Miu for the 2026 Spring‑Summer collections, and appearances on the red carpet such as Hunter Schafer in a Prada dress at Cannes 2024 and Alex Consani at Cannes 2025. Designers like Miu Miu’s Miuccia Prada have highlighted domestic garments like aprons as a fashion statement, reinforcing the “Dolce Nonna” blend of nostalgia and everyday luxury.