Initially, the “BM style” originated from the niche brand Brandy Melville, characterized by its distinct features such as “one size fits all,” “form-fitting silhouettes,” “plaid patterns,” and “cropped tops.”
The once-dismissed “Grandma’s BM Style” has been redefined by China’s younger generation, blending nostalgia with innovation.
Floral cotton tank tops, often worn by grandmothers and priced at just 10–20 yuan, are now confidently embraced by young fashion enthusiasts. This revival highlights the appeal of “classic meets modern,” emphasizing sustainability, affordability, and timeless quality.
However, it’s not just the comfort and aesthetic that have propelled this trend. The affordability of “elderly BM style” resonates in an era where a single pair of underwear can cost over 200 yuan. For a fraction of the price, a floral top offers thoughtful tailoring, durability, and versatility, making it practical for wearers aged 18 to 80. This multi-generational style harmony challenges conventional fashion norms and brings silver-haired elders into the fold of trendsetting.
This shift reveals a deeper cultural mindset: young people are moving beyond superficial judgments, focusing instead on personal experiences and authenticity in dressing. They’re redefining fashion as a self-expression of individuality, guided by practicality and purpose rather than fleeting trends.
Rethinking Consumerism
The “elderly BM style” is not just about aesthetics, it reflects a broader cultural reevaluation of consumer habits. On platforms like Douban, frugal online communities have flourished, with over 630,000 women and 150,000 men exchanging tips on maximizing value and minimizing waste.
Meanwhile, on Weibo, the topic “#WhyIsEveryoneNoLongerCarryingExquisiteBags#” has garnered over 84 million views, as people discuss shifting priorities. The consensus? “Keep it simple; functionality trumps luxury.”
Budget-conscious young consumers are reshaping product meanings and resisting the lure of consumerism. A 29.9-yuan gray knitted sweater for the middle-aged and elderly, complete with a coupon discount, is now celebrated as a budget-friendly alternative to pricier trends like JK uniforms.
These choices signify a move away from mindless consumption toward practicality, creativity, and resourcefulness. As one viral saying puts it, “You vote for the life you want with every penny you spend.” Yet, today’s youth are questioning this mantra, opting instead to pause and reclaim control over their lives, not through consumption, but by embracing authenticity and purpose.
This cultural shift transforms fashion into a tool for empowerment, where “I am the master of my own style” becomes the ultimate trend.
