“Aimed at the over 40’s” What?
I received an email from a PR company the other day. This was the opening line…
“We are working on a campaign with our client_______, a footwear brand aimed at women over 40.”
Now, already I had my back up - this sentence is so wrong on so many levels and it made me angry.
Why is a brand solely aimed at women over 40?
Why is being over 40 suddenly a bracket that brands feel they need to fill?
What is it about being over 40 that suddenly means old/ no longer relevant/or no longer fits in a brands demographic?
I read on through the rest of the email. Basically they wanted to work with me on a paid campaign to promote a brand of theirs. Out of curiosity I clicked through to the brands website to see what it was as I hadn’t heard of them before.
I was astonished.
Not only was the brand totally not me (or anyone under 90) but without being rude, and why i’m not mentioning any names, it sold the frumpiest shoes I’ve ever seen. They wouldn’t have looked out of place in one of those catalogues you get through the door selling weird ‘slacks’ and gardening shoes - you know the ones I mean?
I kept repeating over and over in my head… “aimed at women over 40”.
I was angry. Really bloody angry. It was so stereotypical and ageist and I was totally and utterly offended.
I took a moment to look at my Instagram feed. I scrolled through my pictures and blogs that take me hours (sometimes days) to create. I looked at the brands I feature and wear. What was it about my feed that this PR company thought - yes she’s a good fit. It came down to nothing but the fact that I am 47 years old. They picked on the fact I fell into this ridiculous demographic and thought, she’d be perfect for this campaign.
Erm, I think not! I’m 47 and I would never wear these shoes. In fact I can’t imagine wearing them in my 50’s. 60’s or 70’s. I have worked in fashion all my life. I know trends, I have a wardrobe full of beautiful clothes, I buy high end, highstreet and vintage.
I AM NOT DETERMINED BY MY AGE.
Now please don’t get me wrong. I know we all don’t have the same taste and i’m sure there’s some women out there who would love this brand - That’s up to them. But as a fashion editor and stylist, I am offended that due to my age, this is what I’m getting offered as a paid campaign. I know so many women in their 40’s and 50’s who are so stylish, know more about fashion than a lot of women in their 20’s and inspire me so much. Think Mette Sorig, Linda Fargo, Tamu McPherson, Alyson Walsh, Paula Sutton, Tracey Lea Sayer, Erica Davies, Renia Jaz and so many more. I’m so fed up with this blatant stereotype that women over 40 have to look a certain way. It’s bullshit and I’m calling it out.
According to The International Longevity Centre, the fashion and beauty industries blatant ageism could cost them over £11 billion over the next 20 years. By 2040, people aged over 50 plus are expected to be the fashion sectors key customers base - so what the hell is going on? Having looked at various magazine articles, blogs and features on ageism in fashion, the same narrative seems to come from everyone.
Women over 40 don’t feel there is anywhere for them to shop.
There’s a ‘gap in the market’ for brands to cater for older women.
Women in this age bracket struggle to find ‘age appropriate’ clothes.
Now I want to break down all three of these statements. First of all why do women feel there’s nowhere for them to shop? I shop wherever I want to - if I see a dress I love in Monki i’ll buy it. If I see a pair of shoes in John Lewis I love, I’ll buy them. If I find a vintage blouse in a little vintage boutique… I’ll buy it. We can all shop wherever we want.
Secondly there isn’t a ‘gap in the market’ - that’s not the problem. We have thousands of brands and stores we can shop. They’re all there and whatever our age, it’s out prerogative to shop there. We don’t need a specific store to shop that only caters for women over a certain age… what the hell is all that about?
Thirdly, what is ‘age appropriate’? Why can’t a woman in her 50s wear a flouncy dress or a mini shirt (if she wants to), or Fishermans sandals or big collared shirts or strappy sandals and jeans…?
I’m seriously flummoxed. The social conditioning is so deep that we believe the shite that we are told that we can’t wear those things. That we are too old. That we need to stay away from certain brands.
No! No! No!
Demographics and target markets are important to show brands who shops in their stores, where they shop etc. But I truly believe age shouldn’t come into it. Why do I have to be 30 to shop in Arket. Or 25 to shop in H&M? I still feel the same as I did when I was 18, I do not want to be put in a bracket where I’m made to feel invisible, worthless and irrelevant. I also don’t want it to just be women in their 40s and 50s talking about this. Why aren’t my younger friends on social media sharing my posts on this subject. Before they know it, this will be them. Fighting the same old story. But if it’s only people of my age talking about this, nothing will change. We need all women to be in our corner - this affects all of us.
And to the brands out there reading this. Why don’t we see older women on your social channels and websites? What is it that makes you think they won’t sell a product? Can we not have a mix of ages, sizes, races? Can we not all just be included?
I understand sex and beauty sells. But it’s the media and the constant bombardment of ‘youth equals beauty’ that we’ve been sold for as long as I can remember. This is the problem and the narrative needs to change. Billions of £’s are spent worldwide on youth serums, hair dyes, beauty treatments, botox, wrinkle creams, face gadgets - and why? Because we’re all sold the lie that age is not desirable. Age is something to be feared. Age is invisibility.
So how do we battle it?
Keep showing up. Wear what makes you happy. Don’t buy into stereotypes. Buy something because you love it and don’t second guess yourself. Put yourself out there on social media wearing that dress. Wear high fashion. Wear vintage. Don’t be afraid. If you feel you’re not being represented by a brand - call them out. Write to them. Bombard them on social media. Ask why they don’t feature or work with older models/influencers. Ask them if you’re money isn’t as good as the money from a 25 year olds purse?
The most important thing we can all do is to be seen. But to be seen being totally authentic, loving life, loving our style, confident in what we love and showing that age is just a bloody number. Maybe then, the narrative will change for the better.
And if anyone is interested, my response to the email was to politely decline while also pointing out that I was offended and that they need to take a hard look at what women over 40 really want.
Today I’m angry, tomorrow I’ll be ready to fight again.
Who’s going to fight with me?
