Age and fashion: A study of ambiguous status representation in granny chic

The research objective with this article is to examine the role of age in granny chic. Granny chic is understood as a contemporary fashion phenomenon characterized as the celebration by younger consumers of elements that may generally be considered to belong to the realm of older women, such as grey hair, orthopaedic shoes, craft and old clothes. The article challenges the binary construction of ‘young’ versus ‘old’, which is based on a...