Debenhams Sees Over Fifties Create The Latest Fashion Trend - The Grankini
Released on: September 07, 2010, 3:42 am
Debenhams has reported that sales of swimsuit styles which are
traditionally associated with the under 30s are soaring thanks to role
model glamour-grannies like Helen Mirren and Goldie Hawn taking the
So strong is the trend that swimwear buyers have dubbed the
skimpy beachwear the 'grankini'.
Sales of bikinis at
fashion retailer Debenhams have risen by 118% driven by women who were ironically
born around the time of the two-piece's invention in 1946.
When Debenhams customers between the ages of 50 and 65 were asked what style of
swimwear they take on holiday, 71% admitted to trading in their one-piece for a more
Sasha Nagalingham, swimwear buyer at Debenhams, said, "There are no rules to say
when a woman should retire her bikini.
"Women over 50 are as interested in looking glamorous as their younger
counterparts; and the beach is no exception.
"Over 74% of the customers who now wear a bikini also said that they had been
inspired by images of older celebrity women stepping out in a two-piece with Helen
Mirren's red bikini the most commonly mentioned instance."
In 2008 Helen Mirren was photographed wearing a show-stopping red bikini on a beach
in Italy, just days before her 63rd birthday – an image that is still driving the
'grankini' craze two years later.
Sasha continued, "Like it or not, 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."
"This is not about an older woman throwing on a string bikini and hoping for the
best - advances in swimwear technology mean that we can now create bikinis that
flatter a mature shape."
Wider straps, gauge 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.
Celebrities driving the Grankini trend include Helen Mirren (65), Jerry Hall (54),
Ivana Trump (61), Sharon Stone (52), Goldie Hawn (65), Madonna (52) and Kim Cattrall
- ENDS -
Debenhams is a leading department stores group, and has a strong presence in key
product categories including children's wear, women's fashion, with day dresses,
shoes, bikinis, jeans, men's clothing, home ware, make-up, health and beauty,
accessories, perfume and lingerie with dd+
bras and matching bra and underwear
To download free high res images visit prshots.com/debenhams
For more information, interviews or images please contact:
Debenhams PR Manager
33 Wigmore Street
020 7408 3298
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