Fashion is usually a young person's game. Or at least, it’s supposed to be if you look at the billboards lining the streets of Mumbai or Delhi. But a few years ago, something shifted. A single campaign from the contemporary Indian label Bhaane started popping up on Instagram feeds, and it didn't look like anything else. It wasn't just the clothes. It was the face. Specifically, it was the bhaane gray hair model, a woman named Sheela Bajaj, who proved that style doesn't have a retirement age.
Honestly, it's about time.
For decades, Indian fashion brands stuck to a very rigid script. You needed a certain height, a certain skin tone, and definitely a certain age. Then Bhaane—a brand founded by Anand Ahuja that has always leaned into a "real people" aesthetic—decided to cast Sheela, who happens to be the grandmother of the brand’s then-creative director, Nimish Shah. This wasn't some grand, corporate diversity play cooked up in a boardroom to check a box. It felt personal. Because it was.
Why the Bhaane Gray Hair Model Actually Matters
The "bhaane gray hair model" isn't just a search term or a viral moment. It represents a massive pivot in how we consume "lifestyle" content in India. We're used to seeing older women in ads for health insurance, or maybe a brand of tea, usually playing the role of the doting matriarch. We aren't used to seeing them in oversized blazers, chunky sneakers, and denim, looking cooler than a twenty-something at a Bandra cafe.
Sheela Bajaj became a bit of an overnight icon. People weren't just looking at the clothes; they were looking at the attitude. She wasn't trying to look younger. She was just being herself, gray hair and all.
This matters because the fashion industry is notoriously ageist. When a brand like Bhaane puts a woman with silver hair front and center, it challenges the consumer to rethink what "aspirational" looks like. Is it aspirational to look like a filtered version of a teenager, or is it more aspirational to look like someone who has lived a full life and still knows how to rock a pair of wide-leg trousers?
The Nimish Shah Connection
You can't talk about this without talking about Nimish Shah. As the creative force behind Bhaane for a significant period, Shah brought a very specific, quirky, "anti-fashion" energy to the label. He’s the one who looked at his grandmother and saw a muse.
Most designers are looking for the next "it" girl. Shah found the "it" grandmother.
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It worked because it was authentic. You can tell when a brand is faking it. You can tell when they’ve hired a model and put a gray wig on them—which, believe it or not, actually happens in the industry. But with Sheela, the wrinkles were real. The silver was real. The comfort in her own skin was palpable. It made the clothes feel more wearable. If a grandmother can look that sharp in a Bhaane jumpsuit, then maybe the rest of us don't need to be so intimidated by "high fashion."
Breaking the "Dadi" Stereotype
In India, we have a very specific way of pigeonholing older women. You're a "Dadi" or a "Nani," and that comes with a wardrobe of saris and maybe the occasional salwar kameez. There’s nothing wrong with that, obviously. Saris are timeless. But the bhaane gray hair model showed that those aren't the only options.
Sheela was photographed in streetwear. She was wearing layers. She was wearing silhouettes that are typically reserved for the Gen Z crowd. And she owned it.
This shift is part of a larger global movement. Think of Iris Apfel or the "Advanced Style" blog by Ari Seth Cohen. These are people who refuse to fade into the background just because they’ve hit a certain number of birthdays. In the Indian context, Bhaane was one of the first major contemporary labels to bring this energy to the mainstream.
It sparked a conversation about visibility. When we talk about "diversity" in fashion, we usually talk about size or skin tone. Age is often the forgotten pillar. By using a gray-haired model, Bhaane reminded everyone that older consumers have purchasing power, they have taste, and they definitely still want to look good.
The Psychology of Gray Hair in Fashion
There’s a reason why this specific campaign resonated so deeply. Gray hair is often associated with wisdom, but in fashion, it’s also become a symbol of rebellion. Choosing not to dye your hair as you age is a way of saying, "I'm not hiding."
When you see the bhaane gray hair model staring back at you from a professional photoshoot, it gives you a weird kind of permission. Permission to age. Permission to stop worrying about the "anti-aging" creams that the industry has been shoving down our throats since we were twenty.
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It’s basically a vibe shift.
The industry term for this is "silver hair influencers," and it's a growing demographic. Brands are starting to realize that the 50+ demographic actually has the disposable income that twenty-somethings lack. But more than that, they have a sense of style that is rooted in self-assurance rather than trend-chasing.
How Bhaane Redefined "Real" Models
Bhaane has always been a bit of an outlier. While other brands were chasing Bollywood celebrities for their campaigns, Bhaane was casting dancers, architects, and, yes, grandmothers.
This "real people" approach is what makes the brand feel accessible. When you see a celebrity in an ad, you know they’ve been styled by a team of ten people and probably photoshopped into oblivion. When you see the bhaane gray hair model, it feels more like a portrait of a person you might actually know. Or a person you might actually want to be.
The clothes become secondary to the personality. And strangely enough, that makes you want the clothes even more.
- It makes the brand feel trustworthy.
- It breaks the monotony of the Instagram "aesthetic."
- It creates a lasting memory—I bet you remember Sheela Bajaj more than you remember the last three Bollywood starlets who did a fashion campaign.
The Ripple Effect in the Indian Market
Since that Bhaane campaign, we’ve seen a slow but steady increase in age-inclusive casting across the board. Other homegrown labels like Raw Mango or Tilfi have also embraced older models, often highlighting the grace and history that comes with age.
But Bhaane’s approach was different because it wasn't traditional. It wasn't about "graceful aging" in a sari. It was about being a badass in a trench coat. It was about the fact that fashion is a language, and you don't stop speaking it just because you've reached a certain age.
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Honestly, the "bhaane gray hair model" moment was a wake-up call for the industry. It proved that you don't need a 20-inch waist to sell a shirt. You just need a person who looks like they have a story to tell.
Actionable Lessons from the Bhaane Aesthetic
If you’re looking at these images and feeling inspired, there are a few ways to take that energy into your own life, regardless of how many gray hairs you have (or don't have).
1. Embrace the contrast.
What made the Bhaane campaign so striking was the juxtaposition. Silver hair paired with modern, clean-lined clothing. You don't have to dress "your age." If you like a utility vest, wear the utility vest. The contrast is where the style lives.
2. Focus on fit over trend.
Sheela Bajaj didn't look like she was wearing a costume. The clothes fit her persona. Whether it's an oversized button-down or a structured blazer, the key is making sure the garment feels like an extension of you, not something you're hiding behind.
3. Texture is your friend.
Gray hair has a beautiful, specific texture. The Bhaane stylists often paired it with equally textured fabrics—denim, heavy cotton, wool. It creates a visual depth that is much more interesting than flat, shiny surfaces.
4. Stop waiting for "someday."
The biggest takeaway from the bhaane gray hair model is that there is no "right time" to start being stylish. You don't have to wait until you lose weight, or get a promotion, or until your hair turns a certain color. Style is an everyday choice.
The fashion world is still far from perfect. It’s still obsessed with youth and a very narrow definition of beauty. But moments like the Bhaane campaign are cracks in the wall. They show us that there’s a different way to do things—a way that is more inclusive, more honest, and frankly, much more interesting to look at.
If you're tired of the same old fashion imagery, look back at those Bhaane archives. There’s a lot of wisdom in those silver strands.
Practical Next Steps for Your Wardrobe:
- Identify one "youthful" silhouette you've been afraid to try (like cargo pants or a cropped jacket) and style it with something classic you already own.
- If you're transitioning to natural gray hair, look for silver-toned accessories to lean into the color rather than trying to distract from it.
- Prioritize brands that use diverse casting in their lookbooks; it’s a good indicator that their clothes are designed for a variety of body types and life stages.
- Document your own style evolution. Take a photo of your favorite outfit once a week to see what shapes and colors actually make you feel most like yourself, regardless of what's "in."