Sales of bikinis for overs 50s have soared
Body confidence in the over 50s seems at an all-time high as bikini sales soar by 227%.
Helen Mirren and Kim Cattrall have inspired ladies to bare all and be proud of their bodies. The growth of sales is quite ironic too, as they’re being bought by women who were born around the time of the two-piece’s invention in 1946.
Separates are selling especially well – in particular the high-waist brief as favoured by Kim Cattrall. So strong is the trend that swimwear buyers have dubbed the skimpy beachwear the ‘Grankini’.
Rachael Antal, Swimwear Buyer at JD Williams says: “Historically, when British women hit fifty, there is a noticeable shift in their body confidence – which generally means sales of one-pieces soar, with bikini sales across this market depleting. The general consensus was always an urge to cover up with bulky kaftans – note the Nigella Lawson Burkini blunder back in 2011 - and minimise curves with sculpting swimsuits on the beach and round the pool. However, since Helen Mirren stepped out looking incredible in a sexy magenta bikini, celebrities around the world have followed suit, embracing their shape and looking fabulous in the two-piece.
Sharon Stone flaunts her legs at Cannes“A gentle shift in body confidence is certainly apparent as this year British women have taken note from over-fifties like Kim Cattrall, Carole Middleton, Sharon Stone and Jane Seymour and consequently our bikini sales have more than trebled.
"A full costume on an older lady instantly says ‘granny’; but wearing a supportive, well-proportioned bikini is less aging and accentuates rather than hides natural shape. Advances in swimwear technology mean that we can now create bikinis that flatter a mature shape. Wider straps, gage wires and built-in mesh support hoist and shape breasts in the same way that lingerie does, while bikini bottoms with higher waist lines offer coverage for any wobbly bits or stretch marks. Women over 50 are responsible for £6.7 billion of British fashion spend and much of this is apportioned to the summer wardrobe.”
Rachel MacLynn, Chartered Psychologist and Matchmaker, comments: “By 2050 the over 50s will account for 2 billion of the population. The term ‘flat age society’ has been applied to this constantly expanding market who manage the ageing process in a way our predecessors did not.
"There are no rules to say when a woman should retire her bikini. Women over fifty are as interested in looking glamorous as their younger counterparts; and the beach is no exception. Traditional age barriers no longer exist - meaning that customers of all ages are confident about fashion – which would explain why so many fifty plus women are confident in a ‘Grankini’ rather than feeling vulnerable next to women half their age.”
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