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Agence France-Presse

Wearing a bright floral ensemble and her short hair dyed blonde, Chinese model Ma Yinhong struts a Shanghai catwalk with a style and swagger that belie her 56 years.
Ma is one of a growing number of older models sought by the Chinese and international labels that are trying to court the country’s growing number of “silver spenders”.

Ma seems to embody a target market of older Chinese who are spending more on themselves. She made her modelling debut two years ago and is very much in demand, working for brands such as Dolce & Gabbana.
“I never go out without dressing up and getting made up,” she said. “I never let myself look like an old granny.”
Once confined largely to life insurance and health care ads, today glamorous Chinese seniors are in demand for high fashion.
“They save me as ‘best for last’ in fashion shows after the young models, so I am quite visible,” Ma said.
‘She wants to look good in a size 2, not a 20’: plus-size in China
By 2050, one in three people in China, or 487 million people, will be over the age of 60 – more than the population of the United States – according to the official Xinhua news agency.
This population, combined with rising incomes and living standards, means an explosion in consumption by China’s senior citizens is forecast for the decades ahead.
Once expected to selflessly stay home and look after the grandchildren, seniors, particularly women, have become a coveted market for products such as clothing, fashion accessories, cosmetics and travel, according to consumer research firm Mintel.


Portraying older models in active, youthful lifestyles sold well in a culture with a strong tradition of respect and deference toward elders, part-time model Liu Wei said.
“A sense of sophistication can show in the facial expressions of seniors,” the 52-year-old said. “Handsome young men, even with their good bodies, cannot convey maturity.”
Liu began modelling as a hobby two months ago. The owner of two listed companies, he typically appears in adverts as a successful businessman.
T-shirt, trainers, US$6,000 made-to-measure suit: men’s style in China
“The market for senior models in China is not huge yet but it is growing,” said Michelle Chien, a modelling agent with ESEE Model Management, one of Shanghai’s largest agencies.
This echoes a trend now well established in Western markets, where brands have been keen to tap the pockets of the affluent baby boomer generation.
In the past five years, catwalks globally have opened to greater age diversity as models such as Jacky O’Shaughnessy, Jan de Villeneuve, and Elon Musk’s mother Maye Musk made names for themselves as fashion stars in their 60s and 70s.

In her youth, Ma hoped for a career in fashion design. She moved to Japan to study in the 1980s but did not graduate as she could not afford the fees.
She did not start modelling until two years ago, after she sent her photo to a Shanghai fashion house.

Despite fashion brands embracing older models, Ma said it was important to stay stylish and in shape.
Kung fu taught a boy to walk. That was 60 years ago. Look at him now
She said she had her hair done every three weeks, and stayed fit with daily breathing exercises and regular workouts at the gym.
Ma said: “Keeping in good health keeps me on the catwalk. There is no age limit in fashion, so hopefully my dream can continue.”


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China society

China’s senior models in demand as fashion labels woo ‘silver spenders’

This photo taken on December 26, 2018 shows 56-year-old Chinese model Ma Yinhong (R) talking to her friends at a cafe in central Shanghai. - Wearing a bright floral ensemble with her short hair dyed blonde, Chinese model Ma Yinhong struts a Shanghai catwalk with a style and swagger that belie her 56 years. Ma is one of a growing number of older models sought after by Chinese and international labels trying to court the country's growing faction of "silver spenders". (Photo by Matthew Knight / AFP) / TO GO WITH AFP STORY FASHION-LIFESTYLE-CHINA-ELDERLY,FEATURE BY LIANCHAO LAN

This photo taken on December 26, 2018 shows 56-year-old Chinese model Ma Yinhong during a visit to a salon in Shanghai. - Wearing a bright floral ensemble with her short hair dyed blonde, Chinese model Ma Yinhong struts a Shanghai catwalk with a style and swagger that belie her 56 years. Ma is one of a growing number of older models sought after by Chinese and international labels trying to court the country's growing faction of "silver spenders". (Photo by Matthew Knight / AFP) / TO GO WITH AFP STORY FASHION-LIFESTYLE-CHINA-ELDERLY,FEATURE BY LIANCHAO LAN

Ma Yinhong is one of a growing number of older models sought by Chinese and international labels trying to court the country's growing number of “silver spenders”. Photo: AFP

News

China

People & Culture

Ma Yinhong walks tall among counterparts in an industry where demographics and growing disposable income for seniors mean maturity is the next big thing


Ma Yinhong walks tall among counterparts in an industry where demographics and growing disposable income for seniors mean maturity is the next big thing.


Ageing society

Beauty

Fashion