Consumer Press Support The ¡®Grankini¡¯

The consumer press have started to openly support the idea of older women being seen as sexy, praising stars like Helen Mirren for daring to bear in low-coverage bikinis.

 

The Sun, Metro and Daily Mail are just some of the newspapers that are supporting older women in sexy swimwear, which has led to an increase in swimwear sales for the older market. In fact, sales of two-piece swimwear among the over-50s have rocketed as an increasing number of mature female celebrities have been seen wearing what has been dubbed the grankini.

 

Since Helen Mirren was photographed on the beach in a two-piece red swimsuit in 2008 71 per cent of women over 50 have ditched the all-in-one swimsuit. Other role models include Jerry Hall and Kim Catrall, who have also had a hand in the rise of sexy lingerie sales in the 40+ market.

 

Debenhams has reported that bikini sales have increased by 118 per cent with many of the buyers aged over 50. The department store also questioned 50 to 65-year-olds and 74 per cent told them that women like Dame Helen, Ivana Trump, Goldie Hawn and Sharon Stone have given them the confidence to wear less on the beach.

 

 

 

The increase in sales has also been credited to developments in swimwear technology with wider straps, gauge wires and built-in mesh support shaping the bust in the same way that lingerie does, flattering older body types.