It’s not just siblings who borrow each other’s clothes – a new trend for daughters, mothers and even grandmothers to borrow and wear each other’s clothes is emerging, as inspired by celebrity dynasties.
More than half (54%) of women have shared or borrowed clothes from their mothers, according to a survey of 1,000 UK adults by women’s clothing retailer, www.jdwilliams.co.uk.
1 in 5 (21%) also admitted to sharing or borrowing clothes from their grandmothers.
67% of daughters have taken style advice from their mothers, while 45% have done so from their grandmothers.
This trend is being inspired by A-list mother and daughter relationships, including Kris Jenner and the Kardashian sisters, Daisy and Pearl Lowe, and Jerry Hall, Lizzy Jagger and Georgia May Jagger.
Resurgence in vintage styles, such as 70s clothing trends could also be aiding this trend for cross-generational dressing, as women raid their older relatives’ wardrobes for fashionable pieces, and mothers’ styles align with that of their daughters, and grandmothers.
Respondents most commonly share shoes (52%), knitwear (48%), and dresses (41%), with their mothers. A heart-warming 39% of British women list their mothers among their style inspirations, while 17% count their grandmothers in this list.
Alison Forbes, Head of Channel Marketing at JD Williams said: “It’s great to see clothing and fashion passed from generation to generation, as trends and styles once enjoyed by mums and grandmothers in their heydays now come back into fashion for their daughters and granddaughters.
“Fashion trends have been rotating in cycle for decades – so it is only natural that this would create parallels between different generations’ styles. However, what we are really seeing impacting on the rise of this trend is the attention being given to celebrating mother, daughter and grandmother relationships, from one extreme in the form of Kim Kardashian and Kris Jenner, to the other: Carol and Kate Middleton.
“Our mums and grandmothers are full of great advice, including style advice – quite often mums, daughters and grandmothers will have similar colouring and body shapes, and often older generations will have already worked out what styles to wear, and what styles to avoid.”