Bank of America Merrill Lynch found in its Longevity Revolution study that people between the ages of 50 and 70 have the highest purchasing power. Adult people with their capital are more attractive to the fashion business than their children and grandchildren, who have not yet managed to accumulate their wealth.
This phenomenon has already received the name nonna chic - “chic of grandmothers”. The trend is actively supported by global fashion brands. Advertising campaigns for Givenchy, Prada, Dolce & Gabbana, Lanvine, Jean Paul Gauthier and other fashion houses are replete with images of confident, self-aware and enjoying the life of women of conscious age.
So, Julia Roberts (48 years) is the face of Givenchy. Ines de la Fressange (57 years) reveals the aesthetics of bourgeois Roger Vivier shoes to the world, and also creates capsule collections for the Uniqlo youth brand. Fashion photographer Scott Schumann is increasingly posting photos of luxury street-style pensioners.
The statement “Life begins when your children grow up” is becoming ever more firmly entrenched in the consciousness of the masses.