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Gen Z “grandma” tourism, fashion, and lifestyle trends

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2026-08-15 11:21 UTC → 2026-08-18 05:20 UTC · added ~~removed~~

The “grandma tourism” niche that emerged in late July 2026 continued to gain momentum. A GetYourGuide survey released on 25 July showed that 76% of Gen Z respondents in France, Germany, the United Kingdom and the United States would book a nonna-led activity, ranging from Italian pasta lessons to Japanese musubi workshops and Indian Ayurvedic cooking with local grandmothers. By late July, the movement transitioned into a significant fashion trend known as the “Dolce Nonna” aesthetic. Driven by a 150% increase in TikTok searches for “grandma aesthetic,” Gen Z users have embraced linen shirts, aprons, retro prints, and gold jewelry. This movement emphasizes sustainability through second-hand shopping and re-using inherited pieces. The trend has reached high fashion, with interpretations by designers such as Jacquemus and Miu Miu in their 2026 Spring-Summer collections, and has been seen on red carpets at the Cannes Film Festival. By mid-August, the phenomenon has solidified into a lifestyle movement dubbed “nonna maxxing.” Young people are adopting the habits of Italian grandmothers, such as cooking from scratch, seasonal eating, and long communal meals. This lifestyle emphasizes natural movement—including market walks, gardening, and dancing while cooking—alongside purposeful rest similar to the Italian “riposo” and tactile hobbies like knitting. Proponents cite health benefits from the Mediterranean diet and reduced screen time, viewing the trend as a desire for analog, community-focused living. The “Dolce Nonna” aesthetic has also become a dominant summer fashion trend, moving away from styles like the “mob wife” look. Key elements now include black lace, headscarves, midi skirts, and XL tinted sunglasses. High-profile figures such as Dua Lipa, Bella Hadid, and Renate Reinsve have been noted for adopting this Mediterranean-inspired style. As of mid-August, the “nonnamaxxing” or “granny maxxing” trend is being recognized as a conscious rejection of “hustle culture” and constant self-optimization.

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