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The ‘Sciure’ appearance in social media is increasing rapidly. Through the
Instagram profile Sciuraglam the ‘Sciura’ has become famous to the wider public. The Instagram account with has over 310K followers (March 2024) is a dedication to these elderly fashionistas that quickly became a phenomenon.
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The ‘Sciura’ prefers exclusive, unusual and unique goods, which is called showing a snob appeal. How they are dressing is a way to communicate the status in a silent but effective way, where a high price also means high quality. The goods often have high value, but low practical value and the rarer
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The origins of ‘Sciura’ is rooted in the old aristocratic society of Milan. The connection between the essence of 'Sciura' and the upper class hierarchical system is undeniable. Consumption as a way of displaying and defining your social relations and identity has been a crucial point in the theory
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In an objective attempt to define her typical aesthetic traits, the 'Sciura' is elegant and refined in her own way, but with an attitude; she is elderly, wealthy and usually living downtown, where she either wears timeless high fashion designed clothing or outdated and just as expensive fancy
72:. As ‘Sciura’ taste has become synonymous with luxury, the display of this certain style has therefore become an activity in which one displays wealth and upper class. This act of using commodities as a form of visibly expressing ones wealth is what the American sociologist
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word for ‘Mister’. Although the word in itself can be literally translated as ‘lady’ or ‘Mrs.’, the actual semantic of the term has evolved to a much broader meaning within the context of the city and its hinterland, especially when used as a common noun and not as an
149:. There is a presence of humor and sarcasm in the Instagram account, although it is strongly implied that the ‘Sciura’ is to be adored and iconized. A stereotypical post in Sciuraglam would be a photograph of a lady who will do grocery shopping in her
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clothes, which often include furs and pearl necklaces, along with permed hair. The 'Sciura' is often to be seen in the high-end areas of Milan, strolling the streets, going to the theatre, shopping, or simply having an espresso.
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can be categorized as a 'Sciura' when looking at their attributes such as style, social class and habit. These are fashion icons that have reached millions of followers on
Instagram thanks to their daring style and personality.
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in hand. The pictures that are seen on
Sciuraglam are pictures both taken by the owner of the Instagram account but also pictures sent by the Sciura's themselves, honored and eager to be featured on the page.
88:'Sciura' has been found in fashion, Films, Theatres, literature and in television for over a decade. The fashion world especially adopted the classical features of the ‘Sciura’ and from a 60-year-old
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Cecilia
Matteucci Lavarini is a "Sciura-character" that often features in the Instagram account Sciuraglam. In her own Instagram account she describes herself as a "
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the item is, the higher the snob value will be. They are influencing our contemporary society with the so called
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Outside Milan there is influencers or fashion icons that can be seen as cross cultural 'Sciura's'. In New York,
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which is making the ‘Sciurastyle' grow and can therefore be seen many brands at the moment. Brands like
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Haute
Couture and Oriental Costume Collector. Enthusiastic supporter of concert, opera and ballet..
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in 2017, the fashion world is adopting more and more to the dressing codes of the elders.
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315:"From Lauren Hutton to Gigi Hadid: 6 Reasons Why Bottega Veneta's Cast Rocked"
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photographs of the Sciura's moments of everyday life in the city of
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213:"The Instagram Celebrating Rich, Glamorous Milanese Grandmas"
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bring back its classic cuts and embraces the snob appeal.
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352:"Sciuragram, le signore vanno di moda su Instagram"
252:"Moda e aristocrazia: le "sciure"e lo snob appeal"
41:) is the feminine form of ‘Sciur’, which is the
84:Sciura, snob effect and manifestation in media
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31:is an elderly lady from the city center of
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158:Birkin bag
118:Balenciaga
106:Gigi Hadid
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