This contribution investigates the phenomenon of mature female influencers, exploring how social media platforms have enabled so far marginalised social subjects not only to become produsers, but also to develop a leading role online, reshaping social representations and practices connected with the world of the older persons. The study addresses the following research questions: what kinds of content do mature influencers elaborate to produce and convey their messages? How do they change the structural relationship between women and fashion? We selected 18 mature influencers, and employed a qualitative approach based on online ethnography and analysis of social media content. The findings suggest that older influencers are challenging the conventional ways of imaging old age and reshaping the cultural meanings associated with ageing, thus contributing to innovation in the social representations and to the creation of alternative imagery of older women. In doing so, they are producing an important discourse for women, the older adults and the whole of society. However, initial attempts by fashion houses to colonise them are emerging.
