Fashions next generation…. the over 60’s!
As we all know there has been an amazing serge of empowerment flooding social media and all sectors recently. Wether it be female empowerment, gender equality, race equality its clear to see there is a movement of acceptance happening.
One branch of this is equality of the ages. For as long as the fashion industry has been alive there has been one particular age group who have been neglected. The over 60’s. The thought behind this neglect is that even though the over 60’s are a huge consumer and invest much more money into the industry than Millenials or Gen-Z, that the clothing should still target the youth to be aspirational and that hopefully the older generation will also be inspired to re-live or reminisce on their own youth through the ads/clothing.
One particular social media queen Lyn Slater is extremely opposed to taking her “place” as an older woman and is paving the way for other women of her generation and younger through her blog ACCIDENTALICON.
Brands have noticed the buzz around the missing representation and are using it to their advantage. For example last year Mango launched a campaign featuring Lyn and recieved a lot of positive publicity because of it.
More recently Sies Marjan featured Issabelle Rossin in the brands first mens wear collection campaign.
Celine have also played a part in this movement. Featuring novelist Joan Didion in a recent campaign.
I adore this movement and I thoroughly hope it is here to stay and not just a trend. Campaigns showing all skin shades and body types have already emerged but in order to show real diversity and truly represent all consumers, age range should be shown too. Personally I am a fan of Greynnaisance because I have always feared the day I hit the “cut your hair, and wear a floor length skirt” age and if this movement allows the older generation to not feel restrained by fashion or excluded from it then I am all here for it. I also think there is something extremely inspiring for the younger people seeing a well dressed, well cultured older woman/man such as icon Iris Apfel.
If your interested in learning a bit more about the older generations and fashion among them I highly reccomend Netflix documentary “Advanced style”.
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