A new study suggests that fashion has not changed as much for women over the age of sixty despite what advertisers would like consumers to believe. According to the press, women over sixty are dressing in more vibrant colours than ever before with many mothers choosing to wear the same bright styles that their daughters dress in. However, professor of sociology Julia Twigg is challenging this idea in her new book titled Fashion and Age that takes a close look at the way people dress as they progress into their later years.
In order to write her book Twigg conducted interviews with twenty notable older women including directors of George at Asda, M&S, and Jaeger, Alexandra Shulman the Vogue editor, and several other fashion editors. All of the women agree that women are choosing brighter colors to wear later in life, but Twigg argues that this view often only represents women that have disposable incomes and not those that are the real middle class. It also does not account for women that are in their 70s or 80s who tend to have more muted tastes than what the media often portrays.
Women that fit this group often did not find a lot of clothes in the shops that actually fit them as the post menopausal female shape has been forgotten about in most design shops. Twigg also found that that even companies that make products especially for older women do not want to be labelled as part of the market for this age group because of the stigma that is attached to it. Instead they choose to use words such as ‘ageless, classic, or timeless’ to describe their products. In other words, older women now have to figure out how to dress for their age without looking too old.