Wearing a bright floral ensemble with her short hair dyed blonde, Chinese model Ma Yinhong struts a Shanghai catwalk with a style and swagger that belie her 56 years.

She is one of a growing number of older models sought after by Chinese and international labels trying to court the country's growing faction of "silver spenders."

Ma seems to embody this target market of older Chinese who are spending more on themselves.

"I never go out without dressing up and getting made up. I never let myself look like an old granny," Ma said at a recent show for Uooyaa, which used a mix of younger Chinese and foreign models, as well as seniors.

Once confined largely to life insurance and healthcare ads, today glamorous Chinese seniors are in demand for high fashion.

This graying population, combined with rising incomes and living standards, means an explosion in consumption by China's elderly is forecast in coming decades.

Ma Yinhong said, “People at our age are all retired and stay at home, right? I think it is boring because if you retire and do nothing every day, it means that you need to think about how to spend so much spare time. Are you going to spend your days thinking about cleaning and cooking every day? I think I would be bored."

Once expected to selflessly stay home and mind the grandchildren, seniors – particularly women – have become a coveted market for products like clothing, fashion accessories, cosmetics, and travel, according to consumer research firm Mintel.

“I have always had requirements when it comes to beauty. I'm not the same as other aunties who casually go out dressed in old people's clothes. I wouldn't allow myself to dress as a grandmother or auntie,” said Ma.

This echoes a trend now well established in Western markets, where catwalks globally have seen greater age diversity and models making names for themselves as fashion stars in their 60s and 70s.

In her youth, Ma had always hoped for a career in fashion design. But she made her modeling debut just two years ago.

Fashion brands have embraced her bleach blonde cropped hair and punk-inspired style. And she's also affecting people around her including her friend Xie Lijuan, a 56-year-old housewife.

“We usually go shopping, have meals or afternoon tea together. She works in this industry as a model now and we are all very happy. We have learned a lot from her. The way she dresses herself has inspired us a lot.”

Ma said that it's still important to stay stylish and in shape, as keeping in good health keeps her on the catwalk. There is no age limit in fashion, so hopefully, the dream can continue.