Is Ageism in Fashion About to Change?
Vintage Dior is coveted for its glamorous, nostalgic aesthetic. Vintage diamonds are charming and special in their own unique way -- and celebrated as such. Vintage wine? Don't even get us started! Yet the vintage woman remains overlooked, and sometimes even shunned...
But is all that about to change?[caption id="attachment_2937" align="aligncenter" width="786"] Image: Grazia via The Pool[/caption] Have you seen Liz Hurley on the cover of the latest Grazia? The 53-year-old face of Estée Lauder is adorned in a black leather Versace cap and dungarees, without a pinch of exposed flesh -- and not a safety pin in sight! She looks wholly irresistible... And actually, Coco Chanel once quipped that “after 40 nobody is young, but one can be irresistible at any age." But, until recently, we weren't seeing anyone with delicate wrinkles appearing in the media... And certainly no celebration of the fact that older women are cool too. It was almost as if our favourite leading ladies were disappearing off the radar once they hit middle age. [caption id="attachment_2940" align="alignleft" width="348"] Photo via Vogue Australia[/caption] Kylie Minogue turned 50 at the end of last month and, pending the big Birthday, celebrated with a shoot for Vogue. Doesn't she look magnificent? She's not fighting it, she says, she is "feeling it." More and more in the media these days, this kind of sentiment is what we hear from ladies reaching the big half-century milestone, as well as hearing things like "I'm totally comfortable in my own skin now," and, "This is the best I've ever felt." We can't help but wonder, though, if what these gorgeous ladies are really thinking is, "Do not tarnish me with that fifty-something brush... I will not be associated with those other ageing women." And can you blame them? When talking about a woman in her later years, people tend to use qualifiers when complementing them, saying things like "she looks great, for her age," instead of "she's beautiful, regardless of her age." Frankly, it's insulting. At a time in our lives when we are still evolving emotionally and psychologically, we are rejected physically by society. And even worse: if we should attempt to slow down the physical aging process -- botox, peels, "youthful" fashion -- we are likely to be belittled for our efforts. In fact, ageism is rife in Britain, according to a recent study from the Royal Society for Public Health (RSPH). The study found that half of women felt pressure to stay looking young, and the Society called for a ban on use of the term “anti-ageing” in the cosmetics and beauty industry. Shirley Cramer, Chief Executive of RSPH, said:
“If we can begin to remove the stubborn barriers that reinforce societal ageism, we can expect many more to look forward to later life as a period of opportunity for growth and new experiences, rather than a set of mental and physical challenges.”A love for fashion, or simply wanting to look good, has nothing to do with the decade you were born in. But a vast majority of clothing aimed at middle-aged and older women is frumpy and boring. It consists of unflattering tailoring, elasticated waists, twinsets, lots of layers -- all of which hints that mature bodies should be hidden away rather than celebrated, and is anything but inspiring for fashionable ladies of any age. But, thankfully, we've witnessed the stirrings of change in recent years, with the Chanel's sentiment finally having caught on (better late than never!), as fashion brands seem to be moving towards a somewhat older group of models. At 80 years old, author Joan Didion was announced as the new face of Céline... And she certainly isn't the first older woman to have been chosen as a big brand ambassador.
The majority of women want to look good, regardless of age... I am 53 and simply want to look healthy, stylish and modern, not younger. And I want to be relevant, even with my wrinkles. We are important role models to younger women, and I love looking to older women who are leading the way. Finally, some brands are talking to me, but it took them a long time to catch on to the power of the silver spend.
With that in mind, and starting with this issue, we are making a resolution to stop using the term “anti-aging.” Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle — think antianxiety meds, antivirus software, or antifungal spray.
I would still like to see advertising and marketing shift towards a proposition built on a wider set of values than purely appearance, particularly in that older market. I am slowly seeing a shift where marketeers are recognising attributes and achievements of individuals rather than just the way they look. By the age of 50, we have lived for a sizeable amount of time and most of us have had some incredible and interesting experiences, which mean so much more than sublimely coiffed grey hair.
A huge congrats to those in fashion who have already taken the plunge in representing older women and starting to question this judgmental anti-aging thang... The media plays nicely sometimes and every now and then we receive a smattering of assent rejoicing in the older woman and her graceful demeanor.
But real change comes about when we make conscious decisions to step away from the confines of what we are told we must adhere to. It’s time to let go of the stigma surrounding older women. It’s time to redefine the stereotype and let each individual claim their own beauty... For us, that means we need to make conscious changes for fashion to finally recognise middle age...
So, the next time you’re about to write off a trend as too young or old for you, do yourself and your fifty-someting peers a favour, try something modern and stylish: you might surprise yourself!