A 24-year-old law graduate has launched a fashion brand for older women after witnessing her mother's frustration with an industry that often ignores or mistreats mature customers. The entrepreneur, who prefers not to be named, says her mother's experiences of being treated as 'invisible and irrelevant' inspired her to fill a gap in the market.
Surveys and conversations with women over 40 revealed widespread dissatisfaction: rude shop assistants, youth-focused advertising, and clothing that is 'frumpy and boring'. One woman in her early 60s was told at a fashion event: 'You don't belong here. This isn't for you.' A London College of Fashion survey found that 97% of women aged 40-89 want to see older models in advertising.
The entrepreneur faced resistance from designers, one of whom admitted rejecting an A-list celebrity due to her age. Undeterred, she founded a blog to build community and sourced designers through local shows and social media, avoiding elasticated waistbands. Her website launched in March, using friends and family over 40 as models, and has received an 'astounding' response.
She also started a forum called 'Ageism Is Never In Style' to fight age discrimination in fashion. Despite occasional questions about her age, she says positive customer feedback makes the challenges worthwhile. 'No one's saying Karl Lagerfeld doesn't know how to make a woman look good,' she adds.
