How these 8 silver-haired Chinese icons are inspiring China's millennials
A ‘Marie Claire China’ magazine feature on eight elderly socialites sparks social media comparisons with young stars such as Angelababy, Yang Mi, and Ni Ni
This article was written by Yiling Pan and originally published in Jing Daily
When it comes to targeting millennial and Generation Z (those born from the mid 1990s to the early 2000s) consumers, luxury brands in mainland China often use young celebrities and influencers who are peers of the target demographic.
However, fashion magazine Marie Claire China’s recent campaign has aimed to demonstrate the power of a more mature, “silver generation” of influencers.
Each one of the elderly influencers is so fabulous. Besides their achievements, all of them are so elegant and confident at their age. I hope I will be like them when I am older.
A post by the magazine on WeChat – the mainland messaging app – on August 10 sparked huge interest among social media users.
The article introduced eight elderly socialites with Chinese heritage, who will be featured in the magazine’s forthcoming September issue.
Marie Claire China said the article had been viewed more than 600,000 times within 72 hours of it being posted and had been “liked” by nearly 5,000 readers – a record for the publishers of the Chinese fashion magazine.
The eight personalities – whose average age is more than 80 years old – were chosen because of their lifetime achievements in various fields.
Each of them, dressed in an array of luxury fashion brands including Bulgari – the campaign’s official partner – Christian Dior, Chanel, and Celine, has made a rare public appearance to discuss their personal stories.
The idea of the editorial has stirred up a highly positive response among members of the mainland’s online community.
Many readers agree that these influencers are role models for today’s youth, and that the stars’ ageless beauty, style and independent spirit will help to inspire future generations.