more likes than most of us could ever dream of.
Baddie plays muse for cult make-up brand Urban
Decay in between being named one of the 30
most influential people on the internet by Time.
Ninety-five-years-young Iris Apfel (@iris.apfel)
fronts campaigns for Kate Spade. Sydney’s own
Sarah Jane Adams (@saramaijewels) has fea-
tured in ads for Miu Miu. As Missguided, the on-
line retailer that recruited Baddie for its ad cam-
paign, put it, “Who says you can’t slay at any age?”
Some put the “Instagran” trend down to eco-
nomics – people over 60 make up the fastest-
growing consumer group in the world, and brands
want to get into their well-stuffed wallets. Social
media mirrors the push by labels to feature “wom-en of a certain age” in their campaigns – think
author Joan Didion for Céline and Helen Mirren
for L’Oréal. Then there’s the blog that went
bananas, Advanced Style, which showcases style
matrons to millions of readers around the globe.
But thanks to Instagram, these women are
taking their online destinies in their own hands.
Rather than being profiled, photographed and
admired from a distance – or because they’ve
caught the eye of a third-party street-style pho-
tographer – they’re finding power in their own
agency, snapping, captioning and hashtagging
their story, their way. Sure, the grandkids might
be coaching them in emoji usage from the side-
lines, but these women aren’t anyone’s clickbait.marieclaire.com.au 45❤ Clockwise from
above: the popular
blog Advanced Style
started the fashionable
matrons’ craze; Sydney
jeweller Sarah Jane
Adams was catapulted
to fame after
appearing on the blog
in 2014 and is now an
IMG Models talent.PHOTOGRAPHY BY INSTAGRAM/@BADDIEWINKLE; INSTAGRAM/@SARAMAIJEWELS;
ARI SETH COHEN/ADVANCED STYLE/POWERHOUSE BOOKS; DAVID TAYLOR.
REAL PEOPLE