Bikinis may have once been reserved for the under-40s, but thanks to Sharon Stone, Demi Moore and Liz Hurley, more middle-aged women are embracing their beach bodies to the fullest.
New data from Stockholm-based ClearPay has revealed that baby boomers are now buying string bikinis more often than any other generation.
Last year, the Buy Now, Pay Later company found that the number of women between the ages of 79 and 59 who bought skimpy swimwear online increased by 245 percent.
Although the string styles are often modeled on Instagram by stars like Kendall Jenner and Hailey Bieber, the company found that there was only a 21 percent increase in Gen Z shoppers.
In addition, the company’s research found that the number of baby boomers buying bikinis increased by 59 percent.
Pictured: Sharon Stone, 65, posted a selfie modeling a Dolce & Gabbana thong bikini in May 2023
Martha Stewart (pictured) became the oldest woman to appear on the cover of Sports Illustrated in May 2023
In contrast, Gen Z bought eight percent fewer bikinis than last year – and the number of one-piece suits bought increased by six percent.
In addition, the company noted that May sales were impacted by the cover of Sports Illustrated by 81-year-old Martha Stewart.
The businesswoman, who described posing for the magazine as “historic” at her age, flaunted her amazing physique throughout the shoot, donning ten different swimsuits that showed off her physique to the fullest.
As a result, Clearpay saw a 17 percent increase in sales of one-piece swimsuits.
The baby boomers again recorded the largest increase at 48 percent.
Shakaila Forbes-Bell, Clearpay’s in-house fashion psychologist, commented on the study, saying that Baby Boomers’ online shopping reflects their increasingly positive body image.
She explained: “Qualitative studies have found that as baby boomers get older, they experience a radical acceptance of their body image. Some research suggests that by the age of 46, we officially stop caring about what other people think.”
“Martha Stewart’s stunning swimsuit photo is a beacon of light, showing this generation that beauty standards are evolving and expanding, and that baby boomers are part of that more inclusive standard.”
Demi Moore, 60, posed in a black string bikini last summer. The star is inspiring other baby boomers to embrace their bikini bodies
Pictured: Liz Hurley in a yellow bikini. She previously read at Web in 2021: “I love modeling my collections and I actually think that feeling comfortable and confident comes with age.”
Demi Moore, 60, set hearts racing in April when she posted photos of herself enjoying a day at the beach with her dog in a leopard-print thong bikini
Additionally, ClearPay noticed a huge increase in the number of low-rise bikinis purchased over the past year – following the resurgence of 2000s trends.
While baby boomers bought 188 percent more than last year, they outperformed Gen Z with a 244 percent increase.
However, of the six swimwear styles the company studied, the ‘stringkini’ saw the highest increase in sales among baby boomers.
Sharon Stone, 65, posed for a selfie in her Dolce & Gabanna bikini in May.
The mother-of-three posed in the living room of her Beverly Hills mansion wearing black Ray-Ban sunglasses.
Pictured: Hailey Bieber, 26, pictured modeling a pink string bikini on the stern of a boat on a recent vacation
Pictured: Kendall Jenner, 27, pictured in a blue and yellow check string bikini on holiday last month
Meanwhile, 60-year-old Demi Moore got hearts racing in April when she posted photos of herself enjoying a day at the beach with her dog in a leopard print thong bikini.
The GI Jane actress wore her signature dark brown hair parted in the middle and left long and loose.
She wore aviator-style sunglasses on her face.
Her daughter Tallulah Willis, 29, commented, “Gorgeous,” while actress Amy Landecker, 53, wrote, “How are you two really?!”
What’s more, Elizbeth Hurley looked sensational when she launched her latest beachwear collection in February.
She previously read at Web in 2021: “I love modeling my collections and I actually believe that feeling comfortable and confident comes with age.”
“There may come a time when I’ll give up on swimwear and switch to voluminous kaftans, but for now I’m still enjoying it.”