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Gen Z and Millennials want to dress like their grandparents.

Apr 22 2021

Gen Z and Millennials want to dress like their grandparents. “Grandpa Style” is in, as young consumers look to the elderly in the search for more “invigorating” clothing. Instagram accounts like @gramparents and @chinatownpretty are sharing the bold and timeless fashion choices of older generations, and it’s striking a chord with young consumers. The appeal is their “effortless and fresh” styles that don’t follow fads and trends—comfortable looks that “skews more elegantly traditional than normcore.” While the fashion and beauty industries tend to overlook older generations, Gen Z and Millennials are admiring, and even replicating, their creative and timeless looks as young shoppers look beyond loungewear. (WSJ)