When 84-year-old Margaret Chola - better known online as @legendary_glamma — swapped wardrobes with her fashion-stylist granddaughter in rural Zambia, the internet didn’t just smile; it stopped scrolling. What started as a playful generational exchange became a viral moment, positioning Chola as an unexpected style icon and proof that fashion influence no longer sits neatly in age brackets, cities, or glossy magazines.
đź“Š Supporting Stats
The global influencer economy is now worth over $21 billion (Statista, 2023), with micro and niche influencers — especially those who bring authenticity — driving stronger engagement than celebrity endorsements.
Content tagged with “grandma” or “older style icon” on TikTok has seen engagement rates up to 40% higher than Gen Z-focused equivalents (WARC, 2024).
The 60+ demographic is now the fastest-growing user group on Instagram, with adoption rising by 24% last year (Hootsuite, 2024).
Margaret Chola’s rise works because it blends authenticity with subversion. Fashion has long been obsessed with youth, yet here we see coolness redefined by someone in her mid-80s. Unlike branded campaigns that often feel contrived, Glamma’s appeal is rooted in realness, family connection, and sheer style. Brands chasing “ageless relevance” would struggle to engineer this level of organic cultural heat.
đź“Ś Key Takeouts
What happened: Margaret Chola (@legendary_glamma) went viral after swapping outfits with her granddaughter, sparking global fascination.
What worked: Authenticity, cross-generational storytelling, and unexpected style credibility.
Signals: A shift towards intergenerational influence and “age-fluid” cool - fashion’s future looks less about youth, more about story.
For brand marketers: Virality now comes from surprising juxtapositions, not polished campaigns. Real-world, real-people content has the power to cut through the algorithm.