Several academic and professional papers explore the visibility, agency, and cultural shifts surrounding mature models, often specifically examining the "granny" archetype in media and fashion.

Don't Call Them Grandmas! The Enduring Appeal of ... - Vogue

(2009) in the Journal of Women & Aging focuses on a specific group of activists. It explores how adopting the "granny" identity and dressing in stereotypical granny attire can be a strategic, empowering tool for political activism and countering negative perceptions of aging.

assesses the ideological significance of the "granny" archetype. This paper looks at media texts and ethnographic data, concluding that while representations can be playful, they often still recycle restrictive gender and aging values. Market Trends and Industry Insights

(2023) examines how Finnish women over 60 use social media to challenge ageist stereotypes. The study highlights how these "granny bloggers" and influencers use online platforms to demonstrate political agency and societal contribution, effectively moving from invisibility into an "arena of visibility".