Fashion for women over50…
It’s not about age, it’s about style, as I say in the sidebar. And, this is something I’ve been thinking about for a while. Now that high street fashion brands have finally recognised that women over-50 still exist, do we like being specifically marketed to? Does the ‘you’re over-50 wear this’ approach work with Generation FAB (Fifty And Beyond)?
For a piece in the Guardian, I asked retail guru Mary Portas what she thought. The Queen of Shops confirmed that things are different now to when she started her label four years ago (Pret-a-Portas is no more, well not at House of Fraser, anyway, but I wouldn’t be surprised if it pops up elsewhere). And I agree. Personally, I think we are moving into an era of ageless style. One where, regardless of date of birth, grownup women want good-quality clothes that fit well and feel comfortable and timeless. Not fashion lines for the over-50s.
The average age in the UK is 40 and for Portas it feels a bit silly to even ask whether the high street should target the 40+ woman:
“Almost all luxury fashion brands target women in the 35-plus age group because they are most often the ones who can afford designer clothing, and also may have the professional or social lives that require high fashion,” she says. “Just look at the advertising campaigns. Dolce feature Monica Bellucci, who is in her 50s, but they are not doing it with a big blazing number 40+ flicking on and off above their heads. It’s implicit, not explicit.”
I spoke to Kim Winser CEO of Winser London, too, and she concurred, ‘I believe in style for women of any age. A perfect example was Yasmin le Bon (50) wearing our soft tailored blazer (above) at London Fashion Week, and her daughter Amber le Bon wearing it at New York Fashion Week.’
Here’s an array of ageless items:
Read the full Guardian feature HERE. What do you think?