The Rise of the Fashion Grandma
a group of women in their 60s, striding through Beijing’s bustling shopping district, their outfits a riot of color and texture. In 2019, a 15-second clip of these women—now known as Glamma Beijing—went viral, racking up over 50 million views on Douyin, China’s version of TikTok. They weren’t chasing trends or posing for sponsored posts. They were just being themselves, and the world couldn’t look away.
These women, and others like them, are part of a growing wave of grandmas who are redefining fashion. From Grace Ghanem, a former microbiologist turned Instagram sensation with over 600,000 followers, to Iris Apfel, whose “more is more” philosophy made her a global icon until her passing in 2024, these women are proving that style doesn’t fade with age. They’re not just keeping up with fashion—they’re setting the pace.
What makes them stand out? It’s their authenticity. Unlike Instagram influencers who often rely on brand deals and algorithmic trends, grandmas like Jenny Kee and Arlinda McIntosh, founder of Sofistafunk, draw on decades of personal experience. They’ve lived through countless fashion cycles, from the mod looks of the ‘60s to the minimalist ‘90s, and they’ve learned what truly works for them. As Ari Seth Cohen, creator of Advanced Style, puts it, “These women know what suits their bodies and dress for themselves, not trends.”
Why Grandmas Are Outshining Influencers
Instagram influencers have undeniable power. In 2024, 86% of consumers made a purchase inspired by an influencer at least once a year, and platforms like Instagram and TikTok drive 64% of Americans’ fashion inspiration. But there’s a catch: the polished feeds and #ad hashtags can feel formulaic. Enter the fashion grandma, who brings something influencers often lack—unfiltered individuality.
Here’s why grandmas are setting better fashion goals:
- Authenticity Over Algorithms: Influencers like Chiara Ferragni or Aimee Song craft stunning feeds, but their content is often shaped by brand partnerships and trending hashtags (think #OOTD, used over 2 million times). Grandmas, on the other hand, aren’t chasing likes. Grace Ghanem’s daughter started posting her outfits on a whim, and her eclectic style—think leopard prints paired with bold red lipstick—caught fire because it was real.
- Timeless Confidence: Research shows that 70% of consumers alter their fashion preferences based on influencer advice, but grandmas offer something deeper: confidence forged by experience. Violet Trikilis, a 50-something Australian influencer, blends classic trench coats with daring leather shorts, proving you don’t need to be 20 to take risks. Her mantra? “Never ask, ‘Am I too old for this?’”
- Sustainability as a Lifestyle: While influencers like Mira Al-Momani advocate for slow fashion, grandmas have been practicing it for decades. Mandy Lee, aka Old Loser in Brooklyn, encourages re-wearing clothes and building sustainable wardrobes, a habit many grandmas adopted long before it was trendy. A 2023 study found that sustainable fashion influencers face a “moral quandary” when promoting consumption, but grandmas sidestep this by focusing on quality over quantity.
- Storytelling Through Style: Every outfit a grandma wears tells a story. When Arlinda McIntosh dons one of her handcrafted Sofistafunk skirts, it’s not just fashion—it’s a nod to her cultural roots and creative journey. Influencers might stage a photo shoot, but grandmas live their aesthetic, making their style feel like an extension of their life’s narrative.
The Cultural Shift: Ageism in Fashion Is Out
The fashion industry has long worshipped youth, but grandmas are flipping the script. A 2023 Journal of Consumer Behaviour study noted that social media has democratized fashion, allowing anyone with a smartphone to join the conversation. Grandmas are seizing this opportunity, proving that style has no expiration date.
Take Susi Rejano, a Barcelona-based designer with 1 million Instagram followers. Her brand, Brilliant, focuses on timeless accessories that elevate any outfit. As she told Huishan Zhang’s blog, “At 50 and beyond, you can still have an appetite for fashion.” This sentiment echoes a broader cultural shift: 89% of Americans say social media makes fashion more accessible, and grandmas are leading the charge.
This isn’t just about aesthetics—it’s about challenging ageism. Fashion brands are taking notice. Designers like Huishan Zhang and brands like Marc Jacobs are collaborating with older influencers, recognizing their ability to connect with diverse audiences. A 2024 Sprout Social report found that only 6.86% of Instagram influencers’ audiences are 45+, yet grandmas are proving that age doesn’t limit influence.
How Grandmas Are Doing It: Style Secrets to Steal
So, what can we learn from these style mavens? Here are some practical tips inspired by the fashion grandma movement:
- Embrace Your Signature: Iris Apfel’s oversized glasses and bangles were her trademark. Find one or two pieces that define you—a bold scarf, a favorite brooch—and make them your own.
- Mix High and Low: Violet Trikilis pairs Australian boutique finds with H&M staples, showing that style doesn’t need a big budget. A 2024 survey found that 52.4% of global fashion shoppers turn to Instagram for inspiration, often mixing affordable pieces with investment items.
- Re-Wear with Pride: Mandy Lee’s “art of the re-wear” is a masterclass in sustainability. Try styling the same piece in new ways—pair a classic blazer with sneakers one day and heels the next.
- Confidence Is Key: As Ari Seth Cohen notes, “These women are confident because they’re dressing for themselves.” Experiment with bold colors or textures, and wear them with unapologetic swagger.
The Emotional Power of Grandma Style
There’s something deeply moving about a grandma who steps into the spotlight. When Grace Ghanem started modeling at 60, she wasn’t just showcasing clothes—she was showing her daughter, and the world, that it’s never too late to chase a dream. Her story resonates because it’s not about perfection; it’s about courage.
I remember my own grandmother, who at 78 insisted on wearing her favorite emerald-green coat to every family gathering. It wasn’t trendy, but it was her. When I asked why she loved it, she said, “It makes me feel alive.” That’s the magic of grandma style—it’s not about what’s “in” but about what makes you feel like you. In a 2025 Sprout Social report, authenticity ranked as the top trait consumers want from brand content, and grandmas embody that in spades.
Grandmas Leading the Way
As we celebrate Gorgeous Grandma Day, it’s clear that these women aren’t just setting fashion goals—they’re rewriting the rules. They’re teaching us to value substance over flash, to wear our stories proudly, and to embrace every stage of life with flair. While Instagram influencers will always have their place, grandmas are proving that true style comes from within.
What’s next? The rise of older influencers is only growing. Brands are investing in them, with 46.7% of marketers using Instagram for influencer campaigns in 2024. Platforms like TikTok and YouTube are seeing more grandmas join the fray, from Glamma Beijing’s viral videos to Lynette’s “classic but not conservative” looks. The fashion industry is finally catching up to what these women have known all along: style is ageless.
So, next time you’re scrolling Instagram for outfit inspo, look beyond the usual suspects. Search for #FashionGrannies or follow accounts like @chinatownpretty or @advancedstyle. Better yet, ask your own grandma for her style secrets—you might be surprised by the wisdom (and wardrobe) she’s been hiding. What’s one piece in your closet that makes you feel unstoppable? Share it, wear it, and channel your inner fashion grandma.
