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Make way for the gran-bods! Bikini sales soar among women thanks to confident role models

First came the dad-bod, prompted by a candid picture taken earlier this year of Leonardo DiCaprio on the beach, which was quickly followed by a barrage of #mombod social media pictures.
Both terms have been used to celebrate the real-life bodies of men and women, largely as part of a backlash to the controversial ‘beach ready’ marketing campaign that prompted thousands of complaints earlier this year.Now, according to a new survey, it’s time to the celebrate the gran-bod; women who are fit, fabulous and over fifty.

Leading the gran-bod movement are celebrities including Lorraine Kelly, Helen Mirren and Goldie Hawn, who have all been snapped looking care-free and confident in their bikinis.The role models have had such a powerful effect, that a new You Gov poll has revealed women over 50 currently have far more body confidence then ever before.

Money is a feminist issue — and yet, women are still reluctant to talk about it. According to a recent Bustle survey of more than 1,000 Millennial women, more than 50 percent of people said they never discuss personal finances with friends, even though 28 percent reported feeling stressed out about money every single day. Bustle’s Get Money series gets real about what Millennial women are doing with their money, and why — because managing your finances should feel empowering, not intimidating.

When thinking about your finances and budget, personal items need to be factored into the equation, too. Are you spending too much? You may wonder what millennial women spend on clothes every month. Great question, right? “While we all love shopping, it’s pretty safe to say that we don’t like splurging all our hard-earned money in one place,” Ivy Chou, deals/shopping expert from, tells Bustle. “By following some simple
shopping tips, you can spend less overall, leaving more funds for rent, savings, or… more shopping!”

Chou has worked at for almost five years and has seen countless ways to save on clothing, she says. Here are her favorites.

I have a fashion and lifestyle blog, so I do spend a little more on clothing. I have a set amount I allow myself every month (usually around $700), unless there is something specific I have been wanting to get (i.e., a pair of shoes or a certain bag). Again, unless it’s something specific I’m looking for, I ALWAYS try to use online coupons, friends with employee discounts, or wait for sales. You have to be able to stretch your money a little more living in New York City! I always love to shop second-hand, which is becoming more acceptable and — sometimes, you can even get better things! And when it comes to designer purses, it’s always better to go second- hand, because you can literally cut your prices in half!

Conducted by fashion retailer JD Williams in association with You Gov, the survey also revealed that this summer, more women aged 50 and over have bought a bikini compared with recent years.

The past week alone has seen bikini sales soar among the age group, following new pictures of Goldie Hawn, 69, at the beach with her daughter Kate Hudson.

Lorraine Kelly is also credited with boosting confidence levels among real women, following her appearance on live TV this week in nothing but her floral print bikini and sandals. The TV presenter recently launched a healthy eating campaign called the Bikini Promise Diet, which is geared towards helping women celebrate their healthy bodies regardless of age, shape and size.To launch the campaign, the 55-year-old posed for non retouched pictures of herself in her bikini, before joining women who had taken part in the Bikini Promise programme, live on television to dance in her beachwear.

Along with Lorraine Kelly, Goldie Hawn and Helen Mirren, whose swimsuit pictures have made her an icon both on and off the screen, Brooke Shields and Elle Macpherson were also cited as gran-bod inspirations.As was interiors expert Linda Barker, 53, who wowed the nation with her toned figure
while appearing on ITV’s Splash! in 2017.Julianne Moore, 52, Sharon Stone, 57, and Emma Thompson, 56, have also been touted as positive role models for women as they age, all often seen enjoying the sea and sand on holidays or in exotic film locations.

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