It’s no accident that older women are starting to appear with startling regularity in fashion and beauty campaigns. It’s not a passing trend, either, although there is definitely a trend element to celebrating all ages. Look where we got to with embracing all sizes – that’s never gone away and if anything, it’s a good model to follow if you want to chart the rise of the older women.
Dolce & Gabbana’s newest fashion campaign features older women – I’ll guess they’re in their 70’s – looking every inch at home with bejewelled bags. Not only is it a stellar picture, but it’s about the normality of age; the idea that dressing up, socialising, chatting and having fun isn’t something that ever goes away. I think it’s very positive.
Hedi Slimane for Saint Laurent recently featured Joni Mitchell – 71 and as elegant as the day is long. Interestingly, the Saint Laurent campaign is about music (The Music Project), so age is incidental in this. Which is just as it should be! The fashion industry has ignored older women for years – now, they’re actively seeking them out.
The women (and men, if you take the Selfridges Bright Old Things campaign) that are representing older age right now are the influencers of the future. The brands that are embracing beauty and style, age regardless, are the ones to watch and the benchmarks for what comes next.
The idea of only using youth as a selling point will soon become archaic. Going back to how we now view size – it took a while, but now designers that will only use waifs seem backward in their outlook. There’s a format here that plus size has already outlined for us. Denial, novelty, acceptance, normality.
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7 comments
I think it’s wonderful that the older woman is now being ’embraced’, almost as an icon for fashion. I have one fundamental problem, though, and with a ‘growing’ nation (as in size, not numbers), I probably fall into a minority group. I AM waif-like…at 61 (cycling 60 plus miles a week keeps me very trim) and I have to shop (on the high street) in places like Next/H&M/Warehouse/Oasis to get clothes that fit…jeans in particular. I have to be very, very selective, of course, because I’m 61, not 21 or 31 which is probably the majority age group for those stores. M&S does have a very small range of size 6, but they seem to reckon that someone of that size has no waist and womanly hips. As a consequence, I look better in a bin bag than in their clothes. If I buy anything from Phase 8, for example, I have to spend anything from £40 to get it altered. I can get away…at the moment…with skinny jeans (I have well-toned legs), but I dread when it just won’t be appropriate to shop in the aforementioned stores anymore. I like to be trendy, and that won’t change, so I envisage my shopping experience becoming a bit of a nightmare.
Hi Cathy.. have you tried Esprit? They do extra small, on trend but not too young sportswear, and also Sweaty Betty x
Hi Jane, yes, I have and for ultra casual they’re quite good, although Esprit XS is still a tad roomy. Ted Baker is usually quite well sized for me, but we’re pushing up the price. I don’t have any objection to paying more from time to time, especially for something like a good fitting pair of jeans, but for everyday stuff, I don’t want to pay too much, nor for styles that probably won’t survive a couple of seasons. Where the stores I mention can’t quite meet my requirements is with dresses and skirts: their jeans and tops work okay, but dresses and skirts are, of course, short, and I’m not at an age where I can…or want…to show too much thigh!!! Mind you, that said, the only time I’ve worn a dress is for my each of my daughters’ weddings and a christening. Now covered in polythene at the back of a wardrobe, lol!
I too think it is great that we see more of older women but I have a few reservations about it; the first is that is a trend that twill pass like so many others although this one will hopefully have opened up a new path, secondly I only see older women featured and with that I mean around 70 or older but where are the women of my own age? The ones in their 50’s? Why does it have to be either or? Either very young or very old. But I suppose I ask too much and should be happy with what we get.
This year I’ll be 75 and I don’t consider myself to be old.
Had my colours done again last year and have started to brighten up my wardrobe -Kettlewell Colours.
I rarely get to the big shops now but there’s a shop in next small town that has clothes and ladies to give me help and advice. I buy what I feel good in and I do stray out of my comfort zone.
I subscribe to several beauty blogs to find out what’s out there, no daughters, only sons.
I think you just have to pick and choose what you wear. You can wear the same top as a younger woman and with a wrap, cardi etc but not with a skirt that doesn’t leave much to the imagination.
I’ve never been a so called fashion follower, I follow my own style. I buy smart casual clothes that will last and that I won’t get tired of wearing. And brighten them up with a top, a wrap etc, a scarf, handbag, Purple Label jewellery etc
A year late with my comment but just HAD to add that all sizes aren’t ’embraced’ really. Just try being 75 and 6’1″ with huge feet and extra-long legs, arms and waist! All my life I’ve had problems with this!! And what’s so unfair is that extra tall men (including both my sons who are 6’7″) have loads of shops in the high street as well as online which provide quite well for them. I’ve got Long Tall Sally (who doesn’t really cater for over 40s) which has closed down where I live so my nearest shop is London. And I won’t go into the huge feet thingie! All the shops have petite, plus and regular. When I ask where tall is, the shop assistant looks up at me and says ‘there’s no call for it’. ‘Scuse me?!!! 🙂
Have you tried ASOS Tall and Topshop Tall.. I am sure you have but I can’t think of any others off the top of my head!