Here’s some food for thought. As we enter 2015 let’s take a look at one of the stunning anomalies in America today: the lack of older models in advertising – especially for products and fashions that are purchased by this age group.
A fascinating article in my favorite newspaper, the weekend Financial Times of 11/8-9 has explored this topic under the title Cosmetics and Fashion Eye New Sales Front.
WHY ARE TIMES CHANGING? Recently, there’s been a shift in the basic thinking about the mature female. According to the FT “cosmetics and fashion brands are turning to the over-50 model to appeal to wealthy older customers. Shoppers over the age of 55 accounted for 30% of clothing sales last year. This group cannot be ignored.”
WHO IS DRIVING THIS CHANGE? “The Baby Boom generation has been driving fashion and retail sales since the 1960s. And now they’re letting it be known that they’re not ready to look old. Today, 60-year-olds and 40-year-olds are dressing the same.” FT ends with “a lot of people don’t consider their age to be a barrier to adopting new trends.”
We say, “Right on!”
WHOSE THINKING HAS CHANGED? Companies are putting their money where their mouth is. Let’s take a look:
L’Oréal Paris has named British actress Dame Helen Mirren, 69, to represent its Age Perfect line of products. Mirren says, “I hope I can inspire other women to make the most of their natural good looks.” Also, Jane Fonda, 76, appeared at the Cannes Film Festival in 2014 as the L’Oréal brand ambassador.
Helen Mirren – L’Oréal Paris
NARS Cosmetics, featured Charlotte Rampling, 68, in its advertising campaign for Audacious Makeup in early 2014 and also plans to use Tilda Swinton, 53, the British actress, to promote four separate makeup lines in the Spring of 2015.
Charlotte Rampling – NARS Cosmetics
Marc Jacobs’ Beauty line has made the bold choice of Jessica Lange, 65, as its first celebrity spokesmodel. Lange is a well-known actress and the star of the TV series, American Horror Story.
J. Crew Group is featuring Lauren Hutton, 70, for its clothing line. Hutton is a classic American beauty and has strong opinions about fashion. For example, she says, “You never want to look like you’ve spent too much time getting dressed.”
Lauren Hutton – J. Crew Group
Let’s leave on this note. One retail spokesman declares, “If there was a Coat of Arms for the 55-plus shopper it would say, I’m Prepared to Pay. That would tell the whole story.”
MAY WE SUGGEST…
Our layering tops work for any age group. Two styles perfect for the mature woman are: Adea’s long sleeve crew neck, available in 16 colors and our 3/4 sleeve scoop neck in 14 colors. Both are must-have wardrobe additions.
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Have you noticed how much dining in or out has changed in recent years? First of all: everything has to be recorded on one’s phone. Then we have to listen to a litany of: a) I’m on a diet, b) no carbohydrates, c) I’m a vegetarian, d) no salt ever, e) white sugar is a killer, f) no peanuts ever.
Ad infinitum. Ad absurdum.
Now, let’s take a close look at what is one of the most important features of the Marmont. The short answer is: PRIVACY. The hotel never publicly discusses its famous guests or reveals the names of those currently staying there. In other words: zippered lips are stage center.
When the first Monday in May rolls around, all eyes in the fashion world look to The Met. That is when New York City's Metropolitan Museum of Art hosts its fundraising gala for its Costume Institute. The gala's theme coincides with that year's fashion exhibit, which runs for a limited time. This year, the theme is "Notes on 'Camp'". Here's a brief description of that theme, courtesy of The Met.
We use Italian lingerie sizing for our bodywear and items tend to run small.
Because of the body-hugging nature of the fabric and our body conscious fit most women prefer to wear our layering tops as under-layers. If you are inclined to wear them on their own we suggest you size up. Please email us or give us a call if you have questions about your sizing. We're happy to help you get it right.
Relaxed fit. Wear alone or over any of our layering tees or camisoles.
Please email us or give us a call if you have questions about your sizing. We're happy to help you get it right.
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