![]() Over-65s spend £6.7bn a year on clothes in Britain, yet it is only recently that this age group has appeared in advertising campaigns for products other than insurance policies or stairlifts. “All these factors are contributing to a rise in a mature demographic of shoppers eager to explore all the options available to them.” “Not only are today’s over-55s wealthier, they are also healthier and have more time to spend their money before and during retirement,” says Ina Mitskavets, senior consumer and lifestyles analyst at Mintel. Over-50s already account for around 47% of all UK consumer spending, so there is an economic incentive for businesses to target mature customers. It is predicted that by 2018 there will be 20 million over-55s in the UK, making up one in three of the population. Finally, some brands are talking to me, but it took them a long time to catch on to the power of the silver spend.” We are important role models to younger women, and I love looking to older women who are leading the way. And I want to be relevant, even with my wrinkles. ![]() “I am 53 and simply want to look healthy, stylish and modern, not younger. “The majority of women want to look good, regardless of age,” says Walsh, who claims her style blog is “for every woman who refuses to be invisible”. ![]() Meanwhile, at London fashion week, designer Simone Rocha and casting director Piergiorgio Del Moro invited Jan de Villeneuve, 70 (who has previously worked with David Bailey and Norman Parkinson), 73-year-old Italian model Benedetta Barzini (a favourite with Dolce & Gabbana) and 53-year-old French beauty Marie-Sophie Wilson to showcase her collection. She also appeared with many of her contemporaries, including 50-year-old Cecilia Chancellor, in designer Dries Van Noten’s Paris catwalk show earlier this year. Last year high-street retailer H&M cast 60-year-old stylist Gillean McLeod to model its swimwear, and this season, 63-year-old New York university professor Lyn Slater, known to her 111,000 Instagram followers as Accidental Icon, is the face of Spanish retailer Mango’s marketing campaign, “A story of Uniqueness”.Īmber Valletta, one of the original 1990s supermodels, appears on the current cover of British Vogue – reassuringly without a coverline championing her 43 years. Earlier this week, 73-year-old model Lauren Hutton was revealed as one of the stars of the new Calvin Klein lingerie campaign, having appeared on the runway for Italian fashion house Bottega Venetta in September.
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