Now the over-55’s are being seen in fashion advertising

Now the over-55’s are being seen in fashion advertising

All Photos: Richard Kaby

In 2018 there are approximately 20 million over-55s in the UK, making up one-third of the population and accounting for roughly 47 per cent of all UK consumer spending.

The over-65s spend £6.7bn a year on clothes in Britain, yet it is only recently that this age group has appeared in fashion campaigns, and even then there is an element of (unrealistic) aspiration; even older models must be exceptional looking, tall, fit and, well, perfect.

It may be ok to have grey hair and wrinkles as long as you are over 5’8” and thin.

“Some of us may need a bit of support to reclaim our wardrobes from the dictates of the taste-makers, but when we do the freedom feels glorious.”

So where do us mere mortals find a place to discover how to be fabulous?  A space where there are no rules about what to wear over 50  and where no one is  making us feel inappropriate ( ‘oh well, if you think it looks good…’), or where our love of dressing up will be ‘allowed’ to continue to add wellbeing to our lives  (‘but it makes me happy…’).

Coco Chanel famously stated that ‘after 40 nobody is young, but one can be irresistible at any age’.

I believe that when we reach a certain age we have all developed our own way of being beautiful, we know what to wear to be our very best selves, and with a bit of encouragement, can wear our Sunday Best every day.

But where do we find brands or shops that reflect our needs?

Jo Robinson wears clothes from Gigis for GOLDIE magazine fashion

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