String bikinis, once popularly associated with younger women, are now being embraced by middle-aged women, thanks to the influence of celebrities like Sharon Stone, Demi Moore, and Liz Hurley. Recent data from ClearPay, a Stockholm-based company, reveals that Baby Boomers are purchasing string bikinis at a higher rate than any other generation. In the past year, there has been a significant 245% increase in online purchases of skimpy swimwear by women aged 59 to 79. While these styles are frequently promoted by Gen Z celebrities on Instagram, their purchase rate only increased by 21%. Additionally, ClearPay’s research shows a 59% rise in Baby Boomers buying bikinis. Contrary to this trend, Gen Z bought 8% fewer bikinis than the previous year, with a 6% increase in one-piece swimsuit purchases. It is worth noting that Martha Stewart, aged 81, graced the cover of Sports Illustrated in May, which had a significant impact on sales. ClearPay observed a 17% increase in sales of one-piece swimming costumes, with Baby Boomers experiencing the most significant jump at 48%. Clearpay’s in-house Fashion Psychologist, Shakaila Forbes-Bell, suggests that Baby Boomers’ online shopping habits reflect their growing body positivity. She explains that studies have found that Baby Boomers embrace their aging bodies and report experiencing radical acceptance, with some indicating that 46 is the age when they stop caring about others’ opinions. Martha Stewart’s iconic swimsuit photoshoot acts as a beacon, signaling to this generation that beauty standards are evolving and becoming more inclusive. Additionally, ClearPay’s data reflects a surge in the purchase of low-rise bikinis, following the resurgence of 2000s fashion trends. While Baby Boomers bought 188% more low-rise bikinis compared to the previous year, Gen Z exceeded them with a 244% increase. Interestingly, among the six styles of swimwear studied, ClearPay found that the “Stringkini” experienced the largest sales increase among Baby Boomers. Celebrities like Sharon Stone, Demi Moore, and Liz Hurley continue to inspire Baby Boomers to embrace their bikini bodies. This growing trend highlights a shift in societal beauty standards and encourages women to feel comfortable and confident at any age.
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