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Many women in their 40s and 50s can find opportunities once reserved for the younger lot.
Linda Evangelista participated in the Fendi campaign
Linda Evangelista stars in one of Fendi’s most significant campaigns in 2022. Nicole Kidman walked tall at Paris Couture Week. Gwyneth Paltrow marked her 50th birthday by wearing glittery gold body paint. Not to mention how good other 50 somethings look – Jennifer Aniston or Bollywood actress Taboo. It could be the dawn of a new era in fashion as it celebrates mature women. Mature women Despite their position in 2022, it’s “special” for someone over 40 to be the face of a fashion brand, especially a woman. Magazine covers are a good example of this. When Brad Pitt, 58, is on the cover of GQ, it’s not age that’s the first thing to be discussed, but when Linda Evangelista is British Vogue’s September cover girl, you’ll read, “Even at 57…” along with that. Text. Youth has always been coveted by the fashion industry.
The reason is more than ecology, it is also a question of economics. Forty-five-year-old Natalia Shustova aka Shostova (under her Instagram name), a famous Dubai-based fashionista and founder of floral design studio Gosha, says, “I have no appetite at this time. I have a huge collection of designer clothes, runway pieces and designer bags. Fashion should look for the young, those who have just started their designer journey and are creating their wardrobes.
However, mature consumers are still important for luxury products. The latest State of Fashion 2023 report states that Gen Z is “the most actively seeking low-cost fashion.” Experience has taught a mature consumer to value quality over quantity and think over price when shopping.
The good thing is that women don’t let their age get in the way. Look at Jennifer Lopez, who seems to be living her best life right now, or 65-year-old makeup guru Bobbi Brown, who in 2020 launched her second beauty brand, Jones Road Beauty, which earned $20 million in its first year. Women are proving that success has no age limit.
Even here in the world’s least populated region, women are proving that age is just a number. The founder of the luxury brand, Nadine Canso, a trained graphic designer and accomplished photographer, founded the brand 17 years ago when she was in her late 30s. Today, Bill Arabi is considered a leading Arab jewelry mason and the 50-something founder is seen as a style icon. “Our times are different from our grandmothers, we are more flexible. Age has become just a number.
Shustova launched her floral design company Goshan in 2020. The 45-year-old beauty is known for her beautiful eyes and has collaborated with many fashion brands. Gosha today has two studios and a client list that includes Gucci and Cartier. His floristry has been covered in international magazines. “I’m open and proud of my age. I work on myself every day; I work on my age every day. It’s never about age; it’s about not having any reason to be lazy. It’s important from the books you read to the music you listen to,” he said.
A former attorney who has become a local social media influencer, Shustova believes the time is right to start her own company. “I have enough knowledge, connections, knowledge and skills to put together a good team and turn around business decisions. So, I think after 40 is the right time to start your entrepreneurial journey. Women like Kanso and Shustova have a special interest in fashion because their stories are about both style and substance. With more women in their 40s and 50s looking to start their second careers, you’ll probably see more older women in fashion campaigns, hopefully.
In the year There’s no question that fashion in 2022 needs to be age-friendly, so it’s ‘wisely evolved’. “In recent years, we’ve seen a lot of older women being celebrated for their style and intelligence,” Canso said. “I am confident that this trend will continue in 2023 and beyond.” Canso seems right. Vogue Arabia has 69-year-old Georgina Rizken, the only Arab to win Miss Universe, on their January 2023 cover. She brought attention to the region in the 70s and now a whole new generation can read about the journey of this style icon. Her grace and senility are a reminder of the beauty that comes with aging. British Vogue’s first cover girl of the year is 67-year-old Iman. The Somali supermodel who woke up fashion now looks set to start the conversation on age inclusion in 2023.
wknd@khaleejtimes.com
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