Fashion’s Ageism Problem: Why Over-50 Models Are Still Rare
For decades, the fashion industry has been criticized for its lack of diversity and inclusivity. From the underrepresentation of people of color to the use of unattainably thin models, the industry has been called out for promoting unrealistic beauty standards. However, one form of discrimination that often goes unnoticed is ageism. Models over the age of 50 are a rare sight on fashion runways and in campaigns, despite being a significant portion of the population. In this article, we will explore the ageism problem in the fashion industry and discuss why over-50 models are still a rarity.
The Prevalence of Ageism in The Fashion Industry
Ageism is the discrimination and prejudice against individuals based on their age, and it is a pervasive issue in society. In the fashion industry, ageism is particularly evident in the lack of representation of older models. Although fashion is meant to be for people of all ages, it often seems like it is geared towards a young demographic. When it comes to age diversity, the industry has a long way to go.
According to a study by FashionSpot, in the Fall 2020 fashion shows, only 9 out of the 7,390 models were over the age of 50. This accounts for only 0.12% of the models on the runway. In campaigns, the numbers are also disappointing. A 2019 report by the Council of Fashion Designers of America (CFDA) revealed that only 12% of models in fashion campaigns were over the age of 50. This lack of representation on both the runway and in campaigns sends the message that fashion is only for the young, and older people are not relevant or desirable.
The Impact of Ageism in the Industry
Perpetuating Unrealistic Beauty Standards
By continually using young, thin models, the fashion industry is promoting a narrow and unrealistic standard of beauty. This constant exclusion of older models sends the message that aging is something to be ashamed of and that only youth is desirable. This can have a damaging effect on people’s self-esteem and contribute to the pervasive ageism in society.
Excluding an Important Demographic
The older population has significant buying power and is a valuable consumer demographic. According to a study by the Pew Research Center, people over the age of 50 control 83% of America’s wealth. By not targeting this demographic, the fashion industry is missing out on a huge market. With the rise of the silver economy, where products and services target older consumers, it makes business sense for the fashion industry to include this demographic in their campaigns and runways.
The Slow Shift Towards Inclusivity
Social media and the push for diversity and inclusivity have put pressure on the fashion industry to change its ways and become more representative. Slowly, we are seeing a shift towards inclusivity, including age diversity, in the industry.
In recent years, we have seen major brands include older models in their campaigns, such as Saint Laurent, Celine, and Tom Ford. Additionally, there has been a rise in mature models on social media, with the hashtag #greyhairdontcare gaining popularity and accounts like @iconaccidental and @greceghanem gaining a large following for their representation of older women in fashion.
Moreover, the impact of the global pandemic has brought the issue of age diversity to the forefront. With the virus posing a higher risk to older people, many brands have shifted their focus to models in their 50s and 60s, as it aligns with the current safety measures. This has given the opportunity for more older models to be featured in campaigns and shows.
The Need for Continued Progress
While it is encouraging to see the fashion industry making strides towards inclusivity and age diversity, there is still a long way to go. It is not enough to have one or two older models in a campaign or show; there needs to be a consistent effort to be more inclusive. Brands and designers need to actively seek out and hire more mature models to truly make an impact and break down ageist stereotypes.
The use of older models should also not be seen as a trend or a marketing strategy. It should be a genuine effort to represent all ages and to promote a more inclusive and diverse society. Furthermore, it is essential for the fashion industry to move away from the homogenous sample size and embrace a variety of body types, ages, and ethnicities to reflect the real world we live in.
In Conclusion
The lack of representation of over-50 models in the fashion industry is a significant issue that needs to be addressed. By perpetuating ageism, the industry is contributing to the societal expectations of youth and beauty. It is time for the fashion industry to recognize and embrace the beauty of all ages and to promote inclusivity and diversity. Only then can we truly say that fashion is for everyone, regardless of their age.
