Silver success on stage

They strut down the catwalk, svelte figures displaying the latest designs with cool, confident looks on their faces to match.

The model quartet attracts more than 100 million views and over 3 million fans with their online fashion videos alone, proving that, at an average age of 71 years, when it comes to style, substance and zing, turning silver can increasingly show the way amid youth-dominated digital trends at home and abroad.

"We wanted to leverage what we felt we're good at — our sense of style, positive perspective on life and healthy living — to show people, via the latest communications platforms, that it's completely possible to age gracefully and attractively," says Wang Nianwen, a retired teacher who, at 77, is the oldest of the four.

Together with Wang Xinghuo, 73, Lin Wei, 68, and Sun Yang, 67, the retiree from Beijing is part of the Shishang Nainai (Fashionable Grandmas), a popular group on online platforms like short-video site Douyin producing inspiring content that is helping many to face the challenges of an aging society.

The close friends met two decades ago in a modeling workshop and found they held similar interests in an industry that allowed them to be kept busy after retirement, going on to put together the modeling videos — which are also tagged under the group's online English name, Glamma Beijing — that have attracted impressive numbers of viewers in the past four years.

Lin was a professional basketball player who went on to study medicine and became a nurse. Standing at 1.8 meters, the statuesque senior is the tallest of the group members, who are all above 1.7 meters.

"We want to show other elderly people that they can lead meaningful lives like this," Lin says.

"We also want the message to reach young people, that they can look forward to old age positively, and that they can create a bright future together with the elderly. If you are positive, your life will shine.

"Shooting videos can reflect our real state of mind and body from all angles. Accepting aging as a natural process, accepting my wrinkles, my gray hair — all this helps us value the fulfillment of daily life."

Sun, a teacher who also specialized in the English language, had switched to foreign trade in the clothing sector.

"I was involved in exports, such as Japanese kimonos and bags. My work was somewhat related to fashion, but I mainly dealt with raw material processing and didn't participate in design. Pursuing fashion was purely a personal preference," she says.

"None of us had any real experience in fashion. The reason why I joined a modeling class initially was that after retiring, I didn't know what to do and wanted to find something enjoyable to engage in."

Sun's daughter-in-law, Zhang He, helps the team shoot and post its videos, on top of liaising with enterprises and industry groups which want to work with the seniors to connect them with customers who are fans.

Other than product referrals for the quartet's viewers who are interested in what they wear, carry and use, Zhang also helps involve the senior models in charitable causes as part of their outreach efforts.

Sun says: "In general, we do about four livestreaming sessions a month. Those can include presenting and showcasing what we feel are affordable clothing, bags and skincare products.

"Any funds we generate in promoting products go toward supporting the activities."

Wang Xinghuo, who worked in a State-owned enterprise after studying accounting, says a sense of purpose is crucial in sustaining their interests as elderly stakeholders of an aging society.

"Enriching yourself, like reading more to increase your knowledge, will also help you deal with the development around you, tuning your heart to the outside world," she says.

"It may be difficult to put yourself completely in the position of the elderly, the challenges they are facing and issues they are dealing with. Tolerance and empathy help."

Exemplary impact

The number of Chinese residents aged 60 and above had reached 280 million by the end of last year, according to the latest industry figures, with those living with disability and dementia already hitting 45 million in 2021, raising concern over long-term care priorities in the country.

Asked about the secret behind their physical and mental well-being, all four senior fashion models agreed that the foundations of good health must be laid early on in life.

Healthy habits can be very hard to instill and implement when one is already old, they say.

Other than the obvious benefits of a regular, nutritious diet, adequate sleep and exercise sustained through discipline and hard work, as well as family and social support networks, patience is also paramount, they say.

"Many young people tend to seek quick results and lack the patience to commit to each task," Sun says.

Diverse appeal

"This applies not only to work but also to taking care of your own health and family. It is important to have the patience to deal with the tasks at hand, one by one. When they look at us, many young people express their admiration and say they want to be like us, but our current state is the result of a gradual accumulation of rewards from the actions in our youth," she says.

Sun says that the quartet's admirers and online followers are diverse. The young viewers comprise one major segment, while those in their 50s form another large group.

"It's very interesting to interact with young people. When we first started on the short-video platform, fans would leave us messages," she says.

"We would add some of them to our social messaging accounts and connect with them, becoming friends. Of course, now that we have a lot more fans, we can't add everyone anymore.

"In 2019, when we were beginning to really become online content creators, we had a lot of contact with our fans. We were curious and asked young people why they liked us, being older ladies. They couldn't really explain why, but they felt like they had found a place where they could confide and express their inner thoughts.

"I don't know many of their real names, only their online usernames. There's a netizen with the moniker Nuan Nuan ('Warm'), just like her demeanor, very warmhearted. She and my son were born in the same year, and her parents are the same age as me, so I feel a special connection with her. She told me that when she chats with me, it feels like all her troubles disappear. We can talk deeply about what's on their minds."

International stars

The group's fame and impact are also increasingly reaching audiences abroad.

Lin recalls how, during a recent trip to Japan, they had been recognized on a tour.

"Our bus driver from Osaka realized that through the internet, Chinese elderly people could make such a positive impact. I felt very honored," she says.

"We could in a way represent the elderly in China and this image of us, some of our social responsibilities now, makes us feel that the impression of the elderly in China has changed, leading active and impactful lives."

Sun says: "You can see from us that, even after retirement, elderly people still have many things they can learn, and they can learn them well. Through the internet, we are bridging the gap with the younger generation and we can keep up with the times.

"By persevering and showcasing your hobbies and efforts, you allow everyone, including your children, to see them. In fact, what you do serves as an encouragement to the younger generation as well.

"Elderly people have a significant advantage in the wealth of their experience. Our experiences can benefit others, and this gives us a sense of accomplishment. We are happy to convey our understanding of society and life to others."

Wang Nianwen says that anyone who also wants to achieve the silver success of her group can do so, regardless of appearance, background or social status.

"You don't have to be like a model, standing tall or looking slim," she says.

"Whether you're good at cooking, painting, planting, making handicrafts or just doing whatever it is you like or that makes you happy, share your skill sets and interests online like us, and show more people why aging can be graceful and beautiful."

Yu Jia'ao and Yulu Dongfang contributed to this story.