Introducing the #InstaGRANners
Long gone are the days of the Boomers uploading blurry photos of their roast dinners and motivational cat pictures to their 17 Facebook friends. In fact, the older generation is beginning to defy stereotypes and are dabbling in social media now more than ever before.
Nearly three-quarters of Instagram users are aged below 35, according to statistics from influencer marketing company Klear, but a powerful group of over-50s are using the internet and social media to show that grey is the new black.
Introducing: the #Instagranners.
One quick scroll through your feed and you are sure to find an influx of posts from Generation Z and Millennials embracing Billie Eilish’s style of bright colours and baggy clothing or Kylie Jenner’s signature look of lip fillers and bodycons. One more scroll and you might find the #Instagrans; the over-50’s who are proving that fashion has no age limit.
Self-proclaimed ‘Latina Fashionista’ Evelyn Irvin is a grandmother-of-three. She runs a blog and Instagram account called FashionistaOver40 which has attracted over 24 thousand followers and encourages older women to step outside of the box and be daring with their look. She uses her platform to share her latest purchases, from designer labels to affordable wear whilst remaining ‘elegant, sophisticated and classy’.
The self-confessed shoe addict recalls creating her Instagram: “When I began my account, it started out as a place to just share a bit of me, to include fashion and my love for shoes. For as long as I can remember, I’ve always loved fashion so I did begin sharing early on, on Instagram.
"As time went on, my husband commented on how I was always getting compliments everywhere I went about my outfits and that I should start a blog to inspire others so I started FashionistaOver40.”
Evelyn’s distinctive style consists of extravagant footwear and eclectic coats. She combines designer labels with affordable high street items and her current favourite trend is leather lug soled boots.
Style blogger Dawn Lucy created FashionShouldBeFun in her forties when she experienced what she describes a “fashion slump”. She turned to online blogs and social media to find inspiration but felt restricted by the judgemental voices dictating what you should and should not wear as you approach 40 onwards.
Now aged 53 and the happiest she has ever been, Dawn Lucy is an encouraging voice online for middle-aged women all of whom are ‘vital, creative and relevant’. “My message is that fashion can be fun at any age, shape, style or size. I believe getting dressed every day should be a joyful act of self-love. I'm pretty crazy about animal print and I love anything with a 70's vibe!”
There is, of course, no denying that ageing requires some alterations in the wardrobe department, whether it is down to a change in lifestyle or for practicality. Maturity and wisdom work in their favour for the fashion influencers. These women exude confidence with every post and rightfully so - they have spent years curating their identity and each of their styles embraces life and vitality reflecting their personalities.
Another #Instagran to follow is a former hair salon owner, Laurie Bronze. She established Vanity and Me five years ago and the grandmother-of-eight takes to her social media platforms and blog to share her fashion favourites as well as beauty, accessories and her chats with celebrities. Most recently she spoke to Amanda Holden celebrating her collaboration with Fenn Wright Manson.
Laurie Bronze spoke about getting acquainted with being online and the struggles of building an audience on social platforms. She currently has 5000 followers. “When you are learning the basics of fashion blogging, everyone will tell you that to get along with brands and to be offered work, it is suggested that the more followers you have the bigger and better the offers that will land into your email inbox.
And, perhaps, that is true. The bigger the account and following, the more money you will earn. However, I feel that I have never suffered considering my Instagram audience is so small. I used to stress hugely about growing my following but now I don't.” She says.
Laurie styles affordable chic fashion and puts a lot of focus on monochromatic clothing. The reason behind her social presence is to provide encouragement to embrace your look.
“Society has placed a stigma on us that as we age, we must dress a certain way. I inspire ladies to step out of the box and wear what they love at any age.
At 57, I've learned that you're not over the hill and there are plenty of women out there willing to read or watch what I'm up to. It has amazed me that my readership and following has grown how it has. That's got to be the best reward of all.”
The older generation influencing fashion is not just refined to social media bloggers. Strictly Come Dancing hosts, Tess Daly and Claudia Winkleman, have had a huge impact on some fashion brands’ success. Independent designer boutique RIXO is a brand to benefit from the “strictly effect” as sales quadrupled after 50-year-old Daly stunned viewers in a pastel striped sequin midi dress.
Another influencer that has helped shape the face of fashion for every generation is Dame Anna Wintour, who has recently turned 70. The Editor-in-Chief of American Vogue has been at the forefront of the fashion industry for more than three decades and shows no signs of abdicating any time soon. Her trademark bob and statement oversized sunglasses make her an instantly recognised figure in the fashion industry.
They say that life begins at 40 but these #Instagrans are demonstrating that true fashion is ageless. These influencers are a prime example of how Generation Xers and Boomers are changing the perception of fashion from their huge online followings by owning their individual personal style.
