What Gens X, Y, Z Need: Older Women In Fashion

Breaking age barriers will not only help reshape the industry but also serve as a powerful narrative for a generation challenging stereotypes

- Sujata Assoumull

Diana Ross for Saint Laurent's spring 2024 campaign, Sheetal Mallar at Sabyasachi's recent high jewellery runway showcase, Abu Jani Sandeep Khosla's Return Of The Muse campaign with supermodels, Maggie Smith for Loewe's spring 2024 pre-collection campaign, Mehr Jesia and Madhu Sapre as the cover stars for a recent Vogue India issue-fashion finally seems to be playing catch-up when it comes to the inclusion of older women.

The change in attitude started becoming more visible towards the middle of 2023 when Apple TV+ released the documentary series The Super Models that follows the lives and careers of supermodels Naomi Campbell, Cindy Crawford, Linda Evangelista and Christy Turlington Burns-all in their 50s. There's no denying that fashion has an age issue. It chases youth. But then, the fashion industry is full of ironies. It can be a powerful voice for highlighting social issues, be it gender equality or environmental concerns; yet it can have a diversity problem (more white men as creative heads of international brands) and continue to pollute the planet.

A MARKETING BUZZWORD?

With issues around diversity, equity, and inclusivity (DEI), things seem to come in waves. At one point, in fashion, it was all about gender, then it became about size, and now, it's age. As a woman of a certain age (50), I amhoping this current championing of age is more than just a trend.