This article is part of our Advanced Membership package. To enjoy unlimited access to The Long View from Vogue Business, The Fashion Exec’s Guide and Market Insights Reports, sign up for Advanced Membership here. Welcome to Generational Breakdown, a series where we explore consumer behaviour across all living generations to get a better idea of how they are buying luxury in 2025.
“People assume women our age are not tech savvy or fashion forward,” says 56-year-old Sylvia Bhugra. Bhugra is a former MRI technologist currently based in Chicago who loves to shop luxury fashion and accessories. Her favourite brands are Hermès, Chanel and Bvlgari — where she has sales associate contacts in multiple markets. Her most recent purchase was a bronze mini Lady Dior, which she bought on a trip to Hawaii two weeks ago. “We’re not stuck in the past. We’re curious, creative and still learning and evolving. I love experimenting and embracing new ideas.”
