I’m nodding along with all of you, and this is an interesting thread. Thanks, Katerina.

Taylor, makes an astute point. Models are suppose to be like a neutral clothes hanger - but it doesn’t come across that way. All that did was glorify the body type, and put it on a pedestal. Sad, counter-productive and exclusive.

Sterling hit the nail on the head. There is an obsession and fascination with youth. In other countries though, you DO see a larger percentage of older and lager models. Especially in tv ads.

The social media frenzy has created an extra fondness for youth because that’s the generation who is most savvy and represented in social media. Retailers are only interested in ONE thing - to make a profit. Anything that can help them do that is in high demand and a target.

Certain retailers have forgotten who spends the money in their store. I have very wealthy clients who will happily spend thousands at retail - if they could find what they want.

The aspiration and obsession for youth is instinctive - read the Selfish Gene. Women are at their most attractive when they are young because it’s by far the best child bearing age. Reproducing genes is a life goal. Young, strong and big men have the best chance at physically protecting women so that you can safely reproduce genes. And there lies the start of it all.

I always find it odd when I’m looking at at Land’s End and their fairly frumpy and large fitting/boxy/conversative clothes are shown on such young and slim models. IMHO they just make the clothes look frumpy because I just don’t buy that that woman would wear that boxy turtleneck and those frumpy slacks. Nor does it make the clothing look good when it illsuits the model. I honestly think they would appeal more to me with different models.

Thank you all for the interesting and wise comments.

JenniNZ, I had no idea about the Lagerfeld and Marc Jacobs attitudes, disappointing but not so surprising. Probably not unusual in the industry.

Jane, I agree to some point, that Scandinavians in general have a little bit more kind and tolerant approach to beauty. I think it might be thanks to the fact that people here often like a kind of a natural look. It is of course generalizing, but I believe it is a part of the culture. Close to the nature. Simple lines. Neutral colours. Natural looking make-up. Graceful aging.

Cindy, thanks for the kind words.

Right on, Joy! I'm a baby boomer and your succinct words spoke to my 65 year old heart.
Interesting topic and I enjoyed this thread.

I do agree that so many retailers seem to be chasing the following type of customer:

- slim
- 20 something
- works in an office
- goes out a lot after hours

I am finding the range here better this year than the last couple of years but it is disappointing to go from store to store and the colour range and styles are so similar. I am definitely less interested in large mall/chain/high street stores except for essentials.

My Mum is a very small 78 year old who finds it really hard to locate casual practical clothes for her colouring (soft autumn) that meet the needs of an aging body. Almost impossible actually.

I understand it is hard times in retail - and there are some examples locally of places that are doing so well by serving their market - but I do agree that fashion retailers are poorly serving some of the market.

Yes, to the only one alternative allowed- so old but small, thick but young and so on. But I am still grateful for aspirational images that are not all 18ish looking. Here in Israel you see women of all ages shopping in all stores and the people there have a much more acute awareness that the older ones are the ones with the money. So there's that?

cindysmith, I love the Iris Apfel quotes you posted! It is so true: younger people may love to shop, but they don't have the spending ability of an older woman. It would seem that people who are middle age and older have the most money to spend, but so much of the clothing is designed for younger sets, IMO.

Cindy, I love the quotes you posted by Iris Apfel. I also feel Angie is amazing at interpreting trends and styles for all of us. She truly is an angel.
I have started to just shop for what I like and for what I think works on my body type. I prefer more indie, avant guarde (I can't think of a better word - fashion is not my business) styles. If I am twice the age of the rest of the customers in the store then I am fortunate. I hope the same for them.

While it’s nice to see retailers use older women in their splashy advertising, if “aging gracefully” depends on having a Helen Mirren face and body, or an Iris Apfel budget, then my friends and I are definitely out of luck.

The reality—and the good news—is what I do see around me are 65+ women who have made peace with the realization that their fashion goals aren’t likely to align with most of what Is being marketed these days. Instead of wasting time and money chasing after magic creams and time-travel bodies, most of us just figure out a personal style which works for us so we can get on with the serious business of living our lives to the fullest extent, knowing that time is not infinite. Being called “frumpy” by a fashion-obsessed, 20-something can be a source of amusement instead of being devastating to my self-image.

I guess what I’m trying to say is that being inspired by fashion can take a different turn once you cross over into senior category. These days I pick and choose from a variety of retailers who may —or, more likely, may not—show images of 70+ women wearing their clothes. What I buy depends on if I like what I see in the mirror and am happy with how something feels on my body. The older I get, the less I care about seeing myself reflected in fashion images around me because the difference between what I see in the mirror and the image in the picture too often becomes laughable. Fashion is fun, but life is more important.

Once again I would like to ‘like’ Gaylene’s comment. So true!
You can’t know what you don’t know.
Younger people often don’t seem to realize that they are aging too. Another 20-25 years and they will be on their way out of prime time and others (younger others) will step up the same way they have been for generations.
There is such a push for the 45-60 set to be their best and look their best as we age (i’m 47). I agree that it is good to take care of ourselves but we live in mortal bodies and aging happens to us all. It’s a fine line when you show all of the ‘best case scenarios’ in terms of appearance, especially when you do not have the fine print (eg. cosmetic surgery). Once again there is pressure to conform only now it involves more than tweaking clothes, hair and make-up.
I realize that the pictures are meant to be aspirational, but when there seems to be an overriding theme in all of them it does send a pretty clear message to those who are prone to their influence. I’m thankful for older people in my life who are aging gracefully and naturally. Life has been very difficult for some of them and they are wearing their life on their faces and in their bodies.

Oh thanks Tina, great comment. Can give you all a laugh- at my youngest's 22nd birthday dinner in August our oldest said "Gosh Dave you're making me feel old!" Because he is her baby brother and she is all of 27! LOL x

This is such a great thread to read! My husband and I wandered around our mall Saturday, which we don't do often, and it was depressing how many of the stores cater only to the young. Models have never looked like me, even when I WAS in my 20's so I guess I don't expect it but I must say it is nice to see variety.

Yes unfortunately its all about marketing, though im with Angie as far as leaving no retail stone unturned. Just because a shop appears to cater to a younger or older crowd doesnt mean every single piece every season will be wrong. Even juniors things arent always really age specific (though the quality is generally not so good...).

HIGH FIVE, Suntiger. True that.

I haven't read all the comments, but I am interested in people with the same or similar body type to mine. So much easier to imagine the fit, and easier to pull the trigger on a purchase. I hope a variety of models will become more and more prevalent as we do more online shopping.

I don't understand why 'over 40' is a concept. But I guess this is an age at which people feel old. It seems to me like 50s would be a better delimeter (empty nesting, menopause), or 60 (retirement--or in my case, 92!). 30 is another good one (babies and kids).

I think we probably all like images of youth though.

Smittie, there days you’re middle aged till you’re 70, don’t you think? The over 40 thing is a concept I don’t get either. Physically, I guess it’s around that time when the body shows its first signs of aging. Maybe that’s it?

Yes, Smittie and Angie, this is just what I mean. The concept of an over fourty woman. Sure, there are things that happen around fourty, but so it is in many other ages. I don’t understand this stylewise, or fashion wise actually...

As Suntiger says, many retailers that primarily focus on young customers actually sell rather age neutral (if there is such a thing) items.

Anyway, for many, many years, I have admired some women’s style, and they are all older than me, To me, they personify great style no matter age. One of these stylish women is Christine Lagarde. Another one is Diane Keaton. And many others. Style, aesthetics and taste are very personal and vary, which is great. But as I see it, it is not necessarily about age. Not always. Well, I don’t know actually what I am getting at ....:-) Just wish there were not so many “concepts” or categories. Simply more open mindness.

I swear, it's all perspective. We have a 92-year-old family friend who tells me that I'm young at 53. Imagine! But it's truer than true. 53 is nearly 40 years younger than she is. And 40 years ago, I was 13. Life is long (we hope, at least) if you consider that perspective.

We need some retailers to talk to 92-year-old women. They would tell them what's what.

Honestly, nothing happens at 40. Nothing happens at 30 either. Something kinda happens at 25, those last synapses settle in. Maybe something will happen at 60. I'm pretty sure nothing is gonna happen at 50, the way things are looking, lol.

Ok. But maybe I’m being forgetful. Dd leaving home was a bit hard. But then I got Lilypup, who’s a forever two-yr-old, and now it’s all the same again...

I also want to "like" Gaylene's comment. I think those turning 40 finally realize that they have to be adults. My hope is that the sheer number of aging Baby Boomers will again influence the market place.

The “concept” of defining when you are “old” remains largely theoretical until you hit the physical realities of aging. If you are fortunate, you will be able to avoid using the label until your late sixties—or, if you are really lucky, your early 70s.

At some point, though, the realization that your physical body is no longer yours to command will hit you. Going on a diet, or to the gym, won’t re-shape your body like it did when you were in your 40s and 50s. Losing those 10-20 pounds is more likely to make you look gaunt instead of attractively slender and watching your diet won’t be so much about trying to fit into a smaller size as handling the potential for, or symptoms of, chronic illnesses. Surgeries for knees, hips, backs, and eyes will become something you actually find yourself discussing with your doctor at your regular exams. You’ll start to realize this “aging gracefully” notion is going to be an uphill slog—and you’ll find yourself grinding your teeth when someone 30 years younger holds up a silver-maned, rich celebrity who has been airbrushed into perfection as a role model.

But, oddly enough, when you are with your peers, you’ll feel lucky you are dealing with these complaints instead of the really serious stuff some of your friends are facing. You’ll glance at an obituary and realize how good it is to be your shoes—even if they are a low-heeled style with an orthotic. You’ll want to take care of this body which has served you so well for decades so you try to dress it with style while being considerate of its needs.

From your perspective, anyone who is talking about being “old” as a theoretical concept is still “young”. And, you’ll remind yourself, if those “youngsters” are lucky, they’ll be able to join you and your friends around the table laughing at the indignities and challenges of owning an older body when the time is right. Despite others’ good intentions when they tell you aren’t “old”, or that 70 is the new 40, or that you have a “young spirit”, you’ll come to realize that owning the label of “old” is actually kind of fun. Make it your label, define it however you want, and then get on with enjoying your life.

Sort of related - but I am embracing the "middle aged" tag to the horror of a friend or two and my sister. I am 48, I am middle aged. How I act or look is immaterial. I am proud and lucky to be 48.

My problem is I suffer from accelerated decrepitude. Which is not a joke. First white hair: age 13

I am also 48, Sal. I have felt middle aged for many years now. When I turned 40, people talked about an important milestone etc. I have never felt it in any way, just been very busy with life, job and the every day struggles. I still do not feel any particular "difference". With that said, of course I see how my appearance has changed and is changing with the years, but I don't worry about it too much and do not think about it so often. I guess I have been embracing my age and "middle age" during the years, too. In many ways, I feel better than when I was younger. More confident and not as eager to conform and to please other people. I am fine with my middle age appearance and grateful I still find joy in dressing and fashion.

Gaylene, thank you for your so thoughtful and honest responses. I also would put many "likes" to your comments.

Sal and Katerina, I'm 48 too. It's a great age, and high five. I also felt that 40 was not a milestone. But 50 might be? Or maybe not

I'm with Gaylene on enjoying life and getting on with it. No comparing and despairing (of photoshopped photos especially). I strive to be older, and happier, and to own my age because I'm grateful that I've earned the right of passage. I eat carbs and am active. I love caffeine, fat and sugar, and enjoy them in moderation. I don't deprive myself of life's goodnesses because life is too short. I am surrounded by people who are unhealthy, unwell, or have a disability. My Mum died at 59. It's sobering and gives me perspective.

What a great thread! I completely agree with the sentiments shared here and don't really have anything prolific to add. But I reinforce that it would be so nice to see a variety of people represented in fashion/media: age, sex, body type, etc...all without having to label them!

The other day I was looking for a little additional inspiration on Pinterest and typed in "size 6 fashion blog," to see what some of the styles would look like on me vs. size 0 or 2. I got plus size fashion and a couple of over 40 blogs--no problem, but it wasn't what I was looking for. I can appreciate the effort that goes into all fashion blogs, but the size 2, 23 year old wearing distressed jeans and really high heels is getting a bit boring.

I can relate a little to the over 40 (as I'm 56) but I'm not really all that interested in age appropriateness or hiding my body.

Maybe there are real size people out there modeling, but perhaps they haven't labeled their posts "size 6."

The media in Israel, as Shevia described, sounds so refreshing!!

Something did happen to me after 40. My 20s and 30s were so packed with school, work, raising a child, dealing with illness, and buying a house that it was such a blur. There was no time for fashion or hobbies or traveling. In fact I only started following fashion more when someone at work told me “You look like you don’t care at all how you look.” When things calmed down when I turned 40, it felt like one minute I was 24 and the next day I woke up and I was 40. I’m grateful to be able to slow down and enjoy life more now, but I still mourn those blurry years a bit.

I think fashion caters more to younger people because it’s easier to convince young people that they need to change their wardrobe every two weeks. They have more unstable tastes and may not have their own sense of style yet. Older people are more likely to buy a nice thing and wear it for a while, and be pickier about fabric and quality. I guess thats not what retailers necesarrily want in a customer.

I am blessed to have a view of age that covers many decades due to dealing with people on a daily basis who are up into their 90s. The oldest patient I ever had lived until 107 and only went into care at 103! She still had to dress every day. Yesterday's late 80s woman wore a sparkly gold singlet which she said her grandson got her about 8 years ago. It really suited her. She does her hair very nicely and sparkles from within as well as without!
I think the decade birthdays are significant more for the "taking stock" element. At 40 you can no longer say you are "young" like you can in your 20s and 30s. Of course it is all relative as discussed up thread. My 50th birthday was only 2 weeks after the devastating earthquake that happened in one of our big cities, Christchurch, where over 180 people died. And the biggest thing it felt like at the time, was joining a club of people who had made it to that age. Many who had died were under 50. And I reckon by 60, it will feel even more like that. In one's 50s other people die of cancer or heart disease more than in earlier decades, and the same must happen even more if aged in one's 60s or 70s or 80s, obviously.