Making waves! Baby boomers are buying 245% MORE string bikinis as Gen Z lags behind – after Martha Stewart, Sharon Stone and Demi Moore embrace their beach bodies
- Expert claims older shoppers have ‘stopped caring about what others think’
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Bikinis might have once been reserved for those under the age of 40 – but thanks to Sharon Stone, Demi Moore and Liz Hurley, an increasing number of middle-aged women are fully embracing their beach bodies.
New data by Stockholm-based company ClearPay has revealed that Baby Boomers are now buying string bikinis at a higher rate than any other generation.
In the past year, the Buy Now, Pay Later business found that there has been a 245 per cent increase in the number of women aged between 79 and 59 purchasing the skimpy swimwear online.
Although the string styles are often modelled on Instagram by stars such as Kendall Jenner and Hailey Bieber, the company noted that there was a mere 21 percentage increase among Gen Z shoppers.
On top of this, the company’s research found there was a 59 per cent increase in the number of Baby Boomers buying bikinis.
Pictured: Sharon Stone, 65, posted a selfie of her modelling a Dolce & Gabbana string bikini in May 2023
Martha Stewart (pictured) became the oldest woman to appear on the cover of Sports Illustrated in May 2023
In contrast, Gen Z were buying eight per cent less bikinis than the previous year – and there was a six per cent increase in the number of one-pieces purchased.
What’s more, the company also noted that sales were affected by 81-year-old Martha Stewart’s Sports Illustrated cover in May.
The businesswoman – who called posing for the magazine at her age ‘historic’ – showed off her amazing physique throughout the shoot, donning 10 different swimsuits that left her body on full display.
Following this, Clearpay noticed a 17 per cent increase in sales of one-piece swimming costumes.
Within this, Baby Boomers again saw the biggest jump at 48 per cent.
Commenting on the research, Clearpay’s in-house Fashion Psychologist Shakaila Forbes-Bell said Baby Boomer’s online shopping reflects their increasingly body positive image.
She explained: ‘Qualitative studies have found that baby boomers reported experiencing radical acceptance regarding their body image as they aged, with some research indicating that 46 is the age we officially stop caring about what others think.
‘Martha Stewart’s breathtaking swimsuit shot acts like a beacon, demonstrating to this generation that beauty standards are evolving and expanding and that Baby Boomers are part of this more inclusive standard.’
Demi Moore, 60, pictured posing in a string black bikini black last summer. The star is inspiring other Baby Boomers to embrace their bikini bodies
Pictured: Liz Hurley in a yellow bikini. She previously the MailOnline in 2021: ‘I love modelling my collections and actually think feeling comfortable and confident comes with age’
Demi Moore, 60, set hearts racing in April when she shared photos of herself enjoying a beach day with her dog wearing a leopard print string bikini
What’s more, ClearPay noted a huge increase in the number of low-rise bikinis purchased in the past year – following the resurgence of noughties trends.
While Baby Boomers bought 188 per cent more than the previous year, Gen Z pipped them to the post with a 244 per cent increase.
However out of the six styles of swimwear the company researched, the ‘Stringkini’ saw the highest increase of sales among Baby Boomers.
It comes as Sharon Stone, 65, posed for a selfie in her Dolce & Gabanna bikini in May.
The mother-of-three was posing in the living room of her Beverly Hills mansion as she wore black Ray-Ban sunglasses.
Pictured: Hailey Bieber, 26, pictured modelling a pink string bikini on the back of a boat on a recent holiday
Pictured: Kendall Jenner, 27, pictured in a blue-and-yellow checked string bikini on a holiday last month
Meanwhile, Demi Moore, 60, set hearts racing in April when she shared photos of herself enjoying a beach day with her dog wearing a leopard print string bikini.
The G.I. Jane actress wore her signature dark brown hair parted in the middle and long and loose.
She had a pair of aviator-style sunglasses on her face.
Her daughter Tallulah Willis, 29, commented ‘Gorgeous,’ while actress Amy Landecker, 53, wrote, ‘How are you both real?!’
What’s more, Elizbeth Hurley looked sensational as she modelled her latest beach wear collection back in February.
She previously the MailOnline in 2021: ‘I love modelling my collections and actually think feeling comfortable and confident comes with age.
‘There might be a time when I don’t want to model swimwear and move onto voluminous kaftans, but currently I’m still enjoying it.’
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