a The fashion season can be defined as much as possible by the clothes of the people of the catwalk. This time, after the end of Marc Jacobs' New York show, Christy Turlington, who had almost no makeup, rarely returned to the 50-year-old fashion show. AW Ad Campaign). This is hardly ancient in the real world, but in modeling with an average catwalk model of about 18. A few days later Simone Rocha was controversial. The 32-year-old show (inspired by Louise Bourgeois, who lived until the age of 98) featured models in their 30s and 40s, including cult enthusiasts Jeny Howorth and actor Chloe Sevigny.
Of course, the motivation for this is not entirely pure. According to figures in 2015, it accounts for about 47{7be40b84a6a43fc4fae13304fce9a2695859798abfc41afd127b9f8b21c5f9c5} of UK consumer spending in the 50s and more brilliant silver if the influence of the financial world is called “gray pound” in the retail industry. In the arena where youth is always appreciated, the old face is finally spending a moment in the spotlight, or at least the nearest billboard. Untouched Helen Mirren, 74 years old, was quoted as L & # 39; Say it's worth it to Oréal Paris. Neal & # 39; s Yard Remedies' #AgeWellRevolution stars the "real" women of all demographics. Pantene's #PowerOfGrey initiative uses the hashtag #powerofgrey to challenge the discrepancy between men and women with gray hair, encouraging women of all ages to share their images on social media.
In the MAC What & # 39; s Your Thing campaign, models and non-model models wear makeup looks that represent their unique styles. Among them are 50-year-old Anna Klevhag (50 years old), sports bold and berry stained lips, 75-year-old Jan de Villeneuve (foundation red lipstick, smokey eye makeup). It is not made to look younger. Instead they look confident, stylish and modern. A woman in her 20s was inspired to buy a berry lipstick like the 50s. Feedback on the campaign was overwhelmingly positive and thousands of people shared a #whatsyourthing post on Instagram.
Campaigns like MAC show a change in attitude. Terry Barber of MAC said, “Older women are usually forced to make up New York's eccentric caricatures with rosy & # 39; mother & # 39; makeup or worm eye glasses and bright clothes. “What people enjoy in this campaign is not only to look very different from each other, to display very stylish and diversity boxes, but to see older women. Consumers are constantly offered a & # 39; fix & # 39; or how to hide wrinkles. But how do I hide it? ”
Milli Kendall, makeup artist and CEO of the industry's leading non-profit British Beauty Council, says that an invisible culture of older women is finally emerging. She points out that fashion embraces gray hair and the development of product innovation. At the age of 50, she said, “How unobtrusive the ancestors should be – the enlightenment looked like a cartoon old lady at my age. The future is not about age but about attitudes to life and how to express yourself. ”
The language of beauty has also been updated. In 2017, the American magazine Allure banned “anti-aging” on its pages, and in 2018, a report from the Royal Society for Public Health called for the end of the UK cosmetics period. Earlier this year, British Vogue was in the L & # 39; More than 50 mini-magazines produced by Oréal Paris have been released, "The Non-Issue." “Diversity is inherent in all of that [editor-in-chief] Edward Enninful says age is just as important as skin color, size and gender diversity, ”says Jessica Diner, Director of Beauty and Lifestyle at Vogue. "I thought it was important to have a project dedicated to the idea that older people should not be a factor of beauty."
There was a buzzing sound when 81-year-old Jane Fonda covered the cover. “This really told me. I have read one of the more than 700 comments on Instagram posts on Enninful. “Beauty is not really old. We hope to see more in every aspect of the industry. ”
L & # 39; Oréal Paris is recognized for working with celebrities long before other celebrities. All ages love and use the product. ” Karen Flabad JonesGeneral Manager of the United Kingdom. "Women over 50 do not feel involved in advertising and know that the amount spent on beauty increases with age."
Beauty advertising has traditionally focused on making you look younger rather than embracing beauty of all ages. The Palmolive ad of the 30s read that "if a woman loses love by getting skin, his wife can blame herself." There is still a problem while things are going on. In 2017, Dior cast 25-year-old Cara Delevingne in the Capture Youth anti-aging campaign, causing social media backlash, and in 1996 Lanjame took celebrity Isabella Rossellini to 43 years old.
Blog and Instagram @venswifestyle, 53-year-old Renia Jaz, dedicated to ageless style, said, “It's hard to believe in anti-wrinkle cream for young women who seem to have nothing. "I'm not ashamed of the changes that happen to my head, face and body, and I want the brand to respect them."
The next step is to move to the cross castle. We can see older women in the ad, but almost everything is white, with the exception of 67-year-old JoAni Johnson, who was chosen by Ryan's debut Fenty campaign. In an interview with Paper, Johnson said, "the time has come to reflect the demographics more broadly." "Fashion has no age, gender, or race restrictions, so why should you visually limit them?"
The industry is trying to make sense, but Kendall cites Instagram as a good example by journalist Nadine Baggott and skin expert Caroline Hirons, pointing out that “real” women are the best places to talk about beauty. For the 69-year-old Suzi Grant Revolution, whose 91-year-old Baddie Winkle and @alternativeageing account played a role in the campaign, with Neon Hue Makeup, which made her create her own collection of INC.redible cosmetics.
“The image of a mature woman who has been in our society for many years is out of date. We want to represent the same woman we are, the true woman, ”says Jaz. “Women over 50 are not unicorns. We are consumers and we know what we want. ”
.
