Next time you give your gran a cardigan and some slippers for her birthday, don’t be surprised if she asks for the receipt.
The chances are she’ll want to pop out and exchange them for something a little more daring.
Research has found that when it comes to fashion, nine in ten women aim to dress younger than their years. And more than half say they won’t start ‘dressing their age’ until they are at least 70.
Age-defying beauties: Celebrities like Helen Mirren and Elle MacPherson are leading a trend of ‘dressing young’
The phenomenon is epitomised by Jane Fonda, 73, who dresses like a woman in her 20s. Last month the actress appeared on a U.S. talk show wearing a leather miniskirt.
The research by Debenhams found views on fashion varied according to age. One in three said that in their teens they styled themselves to look older to impress boys or get into pubs and bars.
Those in their 20s also dressed older as they focused on their careers. Over half said they began to dress younger in their 30s and 90 per cent admitted they had started to dress younger by their mid-40s.
One 80-year-old said her fashion strategy was still to look trendy. The store came up with its own top ten of age-defiant celebrities. Among them is Dame Helen Mirren, 65, who is happy to flaunt her curves in a bikini.
Debenhams personal shopper Alain Mehada said: ‘Age defiance is about dressing for your shape and size, rather than dressing like a 20-year-old. Wearing clothes that suit your body will make you feel confident and instantly take years off.’
The top items that made customers feel younger were supportive undies, high heels, fitted jackets and trendy accessories.
In stark contrast, only 12 per cent of men questioned said they had ever thought about dressing to look younger.
Screen sirens: Michelle Pfeiffer and Sophia Loren were picked as two of the top 10 age-defying celebrities
Friends: Jennifer Aniston and Courtney Cox are both in their fourties but look like they are much younger