A Sciura is an elderly lady from the city center of Milan, who is essentially rich, elegantly dressed and often easily recognizable by her careless attitude.
[2] 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 honorific.
This act of using commodities as a form of visibly expressing ones wealth is what the American sociologist Thorstein Veblen called conspicuous consumption, and has become an essential part of the ‘Sciura’ way of living and how to portray one's own personal brand.
Brands like Balenciaga, Marc Jacobs, Prada and Gucci bring back its classic cuts and embraces the snob appeal.
A stereotypical post in Sciuraglam would be a photograph of a lady who will do grocery shopping in her Chanel suit or taking the tram with her Hermès Birkin bag in hand.
In New York, Iris Apfel, Helen Van Winkle aka Baddiewinkle or even Anna Wintour can be categorized as a 'Sciura' when looking at their attributes such as style, social class and habit.