Older generations are increasingly taking center stage in fashion campaigns, driven by a growing acknowledgment of their substantial purchasing power and cultural influence. Brands are reflecting this shift by featuring older models in runway shows and advertisements; notable examples include Dame Maggie Smith for Loewe's spring 2024 pre-collection and Diana Ross for Saint Laurent's spring 2024 campaign. The trend is further energized by socially influential older individuals, often termed 'granfluencers,' who have amassed large followings on platforms like Instagram and TikTok, inspiring younger audiences and emphasizing the relevance of ageless fashion.
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