The older woman most responsible for the change in swimwear sales appears to be actress Helen Mirren. When photos of the actress wearing a red bikini on holiday in Italy in 2008 emerged there was much talk about how great she looked and at that stage it was extremely rare for a women over 50 to wear a bikini. In fact at the time the photos were taken Helen Mirren was actually 63-years old.
She has since been joined by many older celebrities who are more than happy to share with the world that they are still in great shape. In fact some of the celebrities now wearing 2-piece swimwear outfits are in better shape in their 50s than they were in their 30s or 40s.
Over the last couple of years some of the older women celebrities we have seen who are happy to hit the beach in a bikini include Jane Seymour (63-years old), Christie Brinkley (60-years old), Heather Locklear (52-years old), Marh Helgenberger (55-years old), Jerry Hall (57-years old), Demi Moore (51-years old) and Sharon Stone (56-years old).
Retailer J D Williams have found that sales of bikinis to their older female customer base have increased by a staggering 227% over the last 12 months.
Not only are many older women looking better these days they are also feeling a lot more body confident than they used to. Another survey conducted last year by discount retailer TK Maxx found that 60% of the 2k people they asked said that they felt most sure of looking good in a bikini when they were 59-years of age. By contrast only a third of women aged between 18 and 34 years old said they felt confident wearing more revealing summer clothing and beachwear.
As well as being in great shape and more confident there is another reason that more women over the age of 50 are now wearing bikinis and that is advances in technology. These days there are better designs and better materials to ensure that any woman looks great when she hits the beach or pool.
JD Williams swimwear buyer said of the survey: ‘Wearing a supportive, well-proportioned bikini is less aging and accentuates rather than hides natural shape. Advances in swimwear design mean that we can now create bikinis that flatter a mature shape. Wider straps, 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.’
Incidentally the JD Williams brand is due to be relaunched in the next few months by another very attractive older lady, tv presenter Lorraine Kelly.