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Aged between 45 and 65, more than 42 million women in the United States and around 4 million in Canada hold remarkable influence across fashion and lingerie, forming one of the most powerful and discerning consumer demographics in North America. Active, confident, and discerning, they do not simply buy. They choose carefully, invest thoughtfully, and redefine the standards of style and comfort.
A New Era of Female Consumption
The lingerie market is quietly undergoing a profound transformation, driven by a demographic long overlooked: the Queenagers. These active, independent, and culturally influential women command both financial security and social authority. No longer sidelined by an industry fixated on youth, they are asserting their desires, style, and purchasing power with clarity and confidence.
Heirs to feminist ideals and champions of body liberation, this generation of women refuses to be marginalized. Their spending is purposeful, guided by an unwavering demand for quality, comfort, elegance, and enduring style.
The Origin of the Word
Coined by British journalist Eleanor Mills, the term Queenagers blends the majesty of a “Queen” with the vitality of a “Teenager.” It celebrates women over 45, neither “young” nor “senior,” who are redefining maturity as a time of flourishing selfhood and bold independence.
A Demographic and Economic Force
Today, Queenagers represent nearly one-quarter of women in North America. They benefit from longer lifespans and a higher education than previous generations, as well as greater financial independence. According to the most recent U.S. Census Bureau Income report, women aged 50–64 have a median disposable income of approximately $48,000—about 37% higher than women aged 25–34. Similarly, Statistics Canada reports that women aged 55–64 earn around $48,900, roughly 22% more than their 25–34‑year‑old counterparts. Yet, their identity is shaped not by age, but by lifestyle: they travel widely, prioritize well-being, embrace digital trends, and confidently invest in high-end lingerie or seek out innovative, bespoke alternatives.
Sociological and Cultural Shifts
Beyond their purchasing power, Queenagers embody a distinct cultural turning point: the end of women’s invisibility after 45. Featuring them in lingerie campaigns is no longer an act of defiance or rebellion. It is simply the natural choice. Their presence restores age and body diversity to public imagery, shifting lingerie from an object of the male gaze to a celebration of self-expression and confidence. This is more than marketing; it marks a cultural evolution where lingerie emerges as a symbol of agency and visibility.
For brands, the challenge is clear: it is no longer enough to tweak sizes or adjust cuts. They must embrace a broader societal role. Featuring a 55-year-old woman in elegant lingerie is not about setting a trend; it is about affirming what should be seen as normal. It allows clients to recognize themselves and inspires younger generations to imagine a confident, desirable maturity. By embodying this vision, lingerie brands gain more than a market. They participate in redefining femininity itself. Lingerie becomes an intergenerational space where every age and body can claim recognition, expression, and celebration.
A New Relationship with the Body
After the age of 45, a woman’s relationship with her body doesn’t fade; it evolves, gaining depth and resilience. Queenagers learn to inhabit their changing bodies, not through resistance, but through acceptance. Where past generations equated aging with lost allure, they see it as a time of reclamation. The body becomes a lifelong companion to be listened to, honored, and celebrated. This generation values strength and vitality over mere appearance, rejecting outdated ideals of thinness or eternal youth in favor of a beauty rooted in poised presence, reflecting the value of experience.
Media and social networks have played a key role in reshaping how we see women, showcasing images of real bodies and fostering a richer, more authentic vision of femininity. Fitness, nutrition, self-care—and lingerie—become tools in a pursuit of balance rather than transformation. Queenagers are no longer concealing who they are. Through adjusting, affirming, and revealing themselves, they cultivate a mindful, harmonious relationship with their bodies, giving rise to a new femininity that is freer, more sincere, and deeply attuned to the self.
Reinventing their Lingerie
The way Queenagers relate to lingerie reflects this transformation: for them it is neither purely functional nor purely aesthetic. Instead, it has also become a tool for self-confidence. Wireless bras, modernized high-waisted briefs, sculpting bodysuits, elegant sleepwear, and classy loungewear unites beauty with function, creating pieces that feel both sensual and wearable. Seduction remains important, but it is refined and confident rather than overt. Natural, breathable, and sustainable materials reflect a thoughtful awareness of health, the environment, and traceability.
This thoughtful approach to lingerie reflects a shift in priorities and values. Unlike Millennials, who often make impulsive purchases of trendy, low-cost pieces, Queenagers shop with intention. They buy less frequently, typically twice a year and often during sales, but invest more in each item. In the United States, women aged 45 to 65 spend an estimated US $120–140 annually on lingerie, based on Bureau of Labor Statistics data showing an average apparel spend of about US $959 per year for women aged 45–54 and industry studies estimating lingerie accounts for roughly 10–15% of that total (Bureau of Labor Statistics, 2023; Mordor Intelligence, 2025). In Canada, the figure is comparable at roughly CAD $160–190 per year, derived from a 2021 market valuation of US $2.54 billion for lingerie and adjusted for population and age-segment spending patterns (Grand View Research, 2021). These women prioritize durability and quality, favoring pieces that adapt to a changing body, provide comfort, and embody timeless elegance in both cut and fabric.
Queenagers on a Global Scale
Queenagers are making their mark across the globe. In the U.S., they are hailed as the “midlife power generation.” In Asia, they wield influence as household decision-makers, while in the Gulf, their growing status has created a market of discerning and empowered consumers. Women in midlife now stand as a signal of cultural and commercial modernity, recognized and celebrated in markets worldwide.
This shift aligns with broader trends such as longer lifespans, evolving family models, digital empowerment, and changing career paths. Rather than stepping aside, Queenagers are shaping their autonomy and self-image, emerging as ambassadors of conscious consumption. For the lingerie industry, this goes beyond targeting an existing demographic. It is an invitation to take part in a cultural redefinition of femininity beyond 45, bringing new meaning to purchasing power and putting sustainability and intimate health at the heart of design.
Multi-brand stores are uniquely positioned to seize this opportunity and lead the way. Serving as spaces for advice, connection, and experience allows stores to offer the expertise and empathy this clientele values. By offering wellness workshops, partnerships with women’s health specialists, premium fitting rooms, and personalized service, a store can be transformed into a genuine lifestyle destination.
Menopause: When the Body Changes, Lingerie Evolves
This period of transition in a woman’s life, often more abrupt than male andropause though with similar effects, brings about physical changes that both alter and redefine the body as well as lingerie expectations. Menopause lingerie is far more than a compensatory market. It represents a field of innovation, style, and body empowerment, celebrating women at every stage of life.
Hormonal changes: Hot flashes, night sweats, and dry skin call for breathable, soft, and non-irritating fabrics. Natural fibers such as cotton, modal, and silk, along with thermoregulating textiles, provide comfort and freshness.
Body changes: Loss of firmness, heavier breasts, and a more sensitive abdomen increase the need for ergonomic bras, well-covering cups, gentle shapewear, and sculpting bodysuits.
Increased sensitivity: As skin becomes more fragile, protection and extra care become essential. Flat seams, soft finishes, and fine elastics help prevent irritation.
New priorities: Beyond seduction, women look for lingerie that supports self-esteem, intimate health, and daily comfort without sacrificing style. Stretch lace, refined colors, and elegant detailing remain essential.
The Reign of Shapewear
Modern shapewear is booming, having progressed with time into an ally designed to support and move with the body rather than constrain it. Some brands have driven this transformation. Skims, launched by Kim Kardashian, popularized inclusive shapewear with a wide range of sizes and skin tones, creating pieces that feel like a second skin. Spanx, the original pioneer, continues to impress with sculpting high-waisted briefs and leggings. Commando blurs the line between shapewear and ready-to-wear, offering raw-edge bodysuits, faux-leather leggings, and glitter-finish skirts and pants. In France, Wacoal is celebrated for its flawless technical design, while across Europe, brands such as Janira and Chantelle are gaining ground with innovative ‘light shape’ collections, also developed by Leonisa, the number one brand in US multi-brand stores.
Development Opportunities
Intergenerational Design: Create lingerie lines that combine adaptive comfort with contemporary aesthetics. Queenagers do not want “senior products”; they seek modern pieces that fit their lifestyles.
Inclusive Communication: Feature models aged 45–65, highlight personal stories, and challenge traditional advertising norms.
Textile Innovation and Technology: Explore ergonomic bras, thermoregulating fabrics, certified natural fibers, and post-menopause nightwear and robes. These areas are full of untapped potential yet remain underdeveloped.
In-Store Experience: Train staff to welcome this clientele with attentive listening, expert fitting guidance, and comfortable spaces. Multi-brand stores can become trusted advisors.
Personalized Services: Offer loyalty programs that emphasize long-term relationships, private fittings, and in-store wellness events.
Lifestyle Synergies: Queenagers are passionate about gentle fitness (like yoga and Pilates), nutrition, and travel. Brands can collaborate across these interests, creating capsule collections, wellness sets, or exclusive events.
For brands and retailers, meeting these expectations is not just a commercial strategy but a cultural and societal commitment. It allows the lingerie industry to recognize and celebrate Queenagers while creating a vision that is inclusive, sustainable, and inspiring. This vision resonates with women of every generation.
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