For years, the fashion industry has been dominated by youthful trends and a focus on younger consumers, often leaving women over 50 feeling overlooked. However, there’s been a shift in recent years, and it seems the industry is finally waking up to the fact that women over 50 not only have significant spending power but also a strong desire to look and feel fabulous in clothes that speak to their style and confidence.
The question is – are fashion brands genuinely catering to women over 50, or is it just clever marketing?
The Age of Ignored Elegance – A Long-Standing Fashion Dilemma
Historically, fashion has skewed toward the young, with styles often focused on trends that may not align with the needs, comfort, or preferences of older women. For a long time, the choices available to us seemed to be a bland palette of boxy cuts, drab colors, and uninspired patterns, as if elegance and excitement had an expiration date. But things are changing. There is a growing movement among fashion brands to redefine age as just a number and to acknowledge that style doesn’t diminish with it.
Twenty-five years ago, when in my early 30s, I worked as a fashion designer for a major Canadian retailer that catered primarily to women over 40. We closely followed international seasonal fashion trends, trying to adapt them into styles that were comfortable and flattering for women over 40. I often found myself at odds with the creative director, who frequently pushed for more “old lady” styles in my collections. He was convinced that older women weren’t interested in fashion that was too trendy or forward-thinking. I found it hard to believe that women of a certain age wouldn’t want to express themselves with modern, stylish pieces. I definitely don’t believe this now that I am in my 50s.
When it came to our ad campaigns, we always hired the same handful of models – women in their late 30s and early 40s who, while technically within our target age range, were very thin and looked much younger than their years in a way that didn’t reflect our everyday customers. This adherence to the fashion industry’s narrow beauty standards often meant that our collections, while designed for real women, were not always represented by real women in our marketing.
Fortunately, I’m now seeing a welcome shift in the industry. More brands are featuring models with diverse body types and shapes, representing a broader spectrum of the population. This change is making fashion more relatable and inclusive for everyone – including women over 50.
A selection of models that can be found on the Macy’s website.
The Rise of Ageless Style – A Shift in the Industry
In recent years, a few forward-thinking fashion brands have started to break away from this mold, recognizing that women over 50 are more than capable of setting trends and welcoming fashion in bold, modern ways. Brands like Eileen Fisher, Chico’s, and J. Jill have long catered to the mature woman, but now, even mainstream and luxury brands are starting to follow suit.
High-fashion brands like Gucci and Dolce & Gabbana have featured models over 50 in their campaigns in the past, signaling a more profound shift in the industry’s attitude toward age and beauty.
What Women Over 50 Want? Style, Comfort, and Versatility
Women over 50 today are not looking for fashion that hides them; they want to express themselves, just like everyone else. The modern 50+ woman is seeking quality pieces that combine comfort, style, and a bit of fun. Think flattering cuts, high-quality fabrics, and designs that consider the nuances of a changing body without compromising on fashion-forward looks.
Key features that appeal to this demographic include:
- Well-tailored silhouettes that flatter different body types.
- High-quality fabrics that are breathable, easy to care for, and feel luxurious against the skin.
- Versatile pieces that can transition seamlessly from day to night, work to weekend.
- Bold trendy colors and patterns that exude confidence and individuality.
- Inclusive sizing that genuinely fits and flatters all shapes.
Fashion Influencers Over 50 – Changing the Game
Social media has played a significant role in amplifying the voices of women over 50 who are redefining what it means to be stylish at any age. Influencers like Grece Ghanem, Lyn Slater (The Accidental Icon), and Dorrie Jacobson (Senior Style Bible) have not only garnered thousands (and even millions) of followers but have also caught the attention of big-name fashion brands. These influencers are proving that style is timeless and that women over 50 are a vital part of the fashion narrative.
Read Fashion Over 50: Our 27 Favorite Fashion Bloggers You Should Follow.
The Verdict – Are Fashion Brands Getting It Right?
While there is still a long way to go, the answer seems to be cautiously optimistic. Fashion brands are beginning to understand that women over 50 want more than just clothes that fit – they want clothes that reflect their vibrant lives, personalities, and fashion-forward attitudes. Brands are slowly moving away from the outdated notion that fashion is just for the young and are starting to embrace the idea that style is ageless.
The Future of Fashion for Women Over 50
Looking ahead, we can only hope that more fashion brands continue to listen and innovate for the diverse and dynamic demographic of women over 50.
We are not a niche – we are a powerhouse of sophisticated, style-conscious consumers who know what we want and are ready to invest in it.
Read 14 YouTube Channels by Women Over 50.
Let’s Have a Conversation:
Do you think that the fashion industry is more age-inclusive now? Do you like to follow trends? Do you feel represented in the fashion industry ads and marketing campaigns? Tell us about it in the comments below.
