Category Archives: fashion

Curvy Model Candice Huffine Is Thanking Her 15-Year-Old Self for the Best Reason

“It doesn’t bother me to talk about my body as much as I do because it’s what’s implementing the change,” Huffine tells Yahoo Style. “If I can get you to look at me in a different way, instead of just seeing size and making the wrong assumption about what my body is, I’ll talk about it all the time.”

Huffine was featured in the 2015 Pirelli calendar. She’s fronted a campaign for Lane Bryant. She’s walked in Sophie Theallet and Prabal Gurung’s shows during New York Fashion Week; the Fall 2017 shows were particularly diverse, featuring Huffine, Ashley Graham, and Georgia Pratt, among others.

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But all that’s bows and whistles compared with what Huffine views as her life’s work: to make women of every size, shape, and color love themselves and think anything is possible. To that end, she started Project Start, pushing women to pound the pavement.

That’s because Huffine is a runner. Fresh off the Boston Marathon, which she ran on April 17, she jokes that she wonders when it’s finally inappropriate to carry the medal around with her. Possibly never?

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“I wanted to bring something active into my life. I was a short fuse. I was on edge. I was always tired and dragging. So you have a glass of wine instead. My husband does triathlons, and I watched him doing that for years. I never thought it was something for me. I just wrote it off. Can’t do it. Look at me, I can’t be a runner. I don’t look like them,” she says.

So her husband dared her to give it a shot. Huffine, never one to turn down a challenge, said yes. And here she is, bringing running shoes with her when she shoots in different cities so that she can exercise.

“Here we are now. Something about it took right away. It’s very hard. There was something that kept me going back for more. Looking back, it was the way I felt. It chilled me out. It gave me alone time. It just worked for me,” she says.

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Source:

https://www.yahoo.com/style/curvy-model-candice-huffines-advice-15-year-old-self-pure-gold-175216683.html

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How Amazon’s new Echo can help you with fashion

Amazon.com Inc. wants to help you choose what to wear.

The technology and retailing behemoth on Wednesday unveiled a voice-controlled camera, the Echo Look, and an app that recommends which of two outfits is best, using fashion specialists’ advice and algorithms that check for the latest trends.

The new product underscores Amazon’s ambitions to be a top player in fashion and voice-powered computing.

 

Amazon is working to make its voice assistant Alexa, which competes with Apple Inc.’s Siri, an indispensable feature of people’s lives: from playing music to helping someone cook, and now to helping someone dress. The more commands it receives and data it processes improve Alexa’s understanding, making the service more useful.

The same holds true for Amazon’s new “Style Check” service.

Users submit two full-length photos of their outfits, taken by the Echo Look, and they receive recommendations that become “smarter through your feedback and input from our team of experienced fashion specialists,” Amazon said on its website.

If successful, the service would not only give Amazon data on what outfits customers prefer, but it also would help shoppers equate Amazon with fashion – a lucrative market for online retailers.

Surging apparel sales are helping Amazon challenge Macy’s Inc as the dominant retailer in the category. Customers like to try on clothing in stores, however, an obstacle to future growth online.

The Echo Look “opens up a new realm of shopping experiences,” said Werner Goertz, a Gartner Inc analyst. It may one day herald the use of augmented reality in e-commerce so shoppers can “try things on visually before you make your buying decision.”

The Echo Look’s camera — the first in an Alexa device — has the potential to be used for home surveillance, video conferencing and various enterprise applications, he added.

 

The $199.99 Echo Look is not yet available to the general public. Amazon has sold an estimated 10 million or more Alexa devices, and has had trouble keeping the original Echo device in stock, it has said.

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Source:

https://www.reviewjournal.com/life/fashion/how-amazons-new-echo-can-help-you-with-fashion/

Shanghai’s Bid to Conquer Asian Fashion

With bulging eyes and mouths agape, they were the very picture of new arrivals in a city they had underestimated. Buyers from a well-known Japanese department store stood waiting for a show to start at the latest edition of Shanghai Fashion Week. Still stunned from their encounter with a mob of ticket touts selling black market invitations outside, they appeared flummoxed but reflective.

“Power,” whispered one surprised retailer to her colleague. “That’s what it is. I couldn’t put my finger on it before, but now I get it. You can literally feel the power in the atmosphere here.”

Surveying the scene at the lively venue in the heart of China’s commercial capital, the Japanese buyer declined to share her name but she was clearly captivated by what she saw as Shanghai’s ambitious march on her hometown of Tokyo. And faintly protective too.

After listing off Japan’s many strengths — its long legacy of producing master fashion designers, unrivalled street style, sophisticated consumers and cutting edge apparel industry — she stopped abruptly mid-sentence.

“Wait, do you mean Tokyo as an international hub? Like, Asia’s fashion business capital? Hmmm, that’s tricky,” she paused, turning in vain to her colleague for some reassurance. “We won’t lose that chance to Shanghai — will we?”

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While Tokyo’s fashion scene is incredibly vibrant, diverse and influential, it is also insular and conservative when it comes to the way the industry operates. Shanghai, on the other hand, is in its honeymoon period with the global fashion industry. Bounding full-throttle ahead, the city’s fashion leaders seem happy to experiment at every juncture — and supremely unfazed when things go a bit wrong.

“People here have a can-do attitude which means things can be surprisingly efficient even though they’re sometimes guilty of being inconsistent or even chaotic,” says Shaway Yeh, group style editorial director at Modern Media. “Anyway, Shanghai has the weight of China behind it. It’s that simple. That’s precisely why Hong Kong and Singapore are not in the running as Asian fashion capital.”

Confident in its position as the gateway to Asia’s powerhouse economy and the region’s largest consumer market, Shanghai Fashion Week is now able to attract niche and contemporary brands to China from around the world. And those most eager to join the event’s 25,000 square metres of selling space often hail from other Asian nations.

Beacon for Asia and broker for China

As vice secretary-general, Lv Xiaolei is the power broker behind Shanghai Fashion Week. “Madame Lu,” as she is deferentially called by almost everyone in the city, chooses her words very carefully — especially when talking about competitors in Asia.

“Well, South Korea’s institutions are willing to promote their local brands in China,” she offers, keen to focus on the relatively new and still fragile spirit of cooperation with her Asian counterparts. “And Masahiko Miyake, chairman of the Japan Fashion Week Organisation, he came to us during this Shanghai Fashion Week to sign a strategic partnership with us too. We’ve been talking for a while, you know. From rivals to friends.”

When asked directly what her ambition is for Shanghai Fashion Week in the Asian context, Madame Lu spends a long time ruminating, responding obliquely and changing the subject before she finally concedes: “OK, we’re trying to build the most influential fashion trade platform in Asia,” she sighs. “Is that ambition enough?”

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Without doubt, Shanghai Fashion Week is a work in progress and has much to prove. It may lack the rigour of Tokyo and the pizzazz of Seoul but, make no mistake, it overshadows them both in terms of chutzpah.  If for no other reason than the strength and scale of its market, China is in a league of its own. Not even India, with its own vast fashion industry in Delhi and Mumbai, comes close. No wonder Shanghai’s fledgling designers can seem so dangerously overconfident.

“I think sooner or later Shanghai will become the top fashion week in the Asian-Pacific region and I think eventually even Europe will need to buckle up,” says Moto Guo, the Malaysian designer shortlisted for last year’s LVMH Prize.

“Everybody’s working hard to break the Shanghai market. But even so, I was surprised to learn we had almost nine or 10 young brands from Malaysia participating at Shanghai Fashion Week this time.”

The Autumn/Winter 2017-18 collection was Guo’s second selling season at The Tube, a tightly curated Shanghai showroom founded by Zemira Xu who has developed a knack for spotting some of China’s more progressive designer talent such as Xiao Li and Xu Zhi.

“The whole industry here is moving so fast,” Guo continues. “It’s so competitive and so aggressive. But at the same time, people here are getting more and more open-minded. They’re willing to listen to young voices and even spend money to buy our work, which is definitely a great advantage for us as a young label.”

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China’s mainstream brands like Reineren and young designer “repats” like Shushu/Tong, Deepmoss and Andrea Jiapei Li may dominate the runways here, but stroll through any of the official trade shows hosted by Shanghai Fashion Week and you can hear dozens of foreign languages spoken by designers, sales agents, showroom reps, and distributors manning the exhibitor booths.

Shanghai Fashion Week’s sales floors have become so international, in fact, that brands from abroad now outnumber those from China at the four official trade shows. A tally of the brands at Mode, Ontimeshow, Showroom Shanghai and Dadashow revealed that international brands make up 58 percent of the 1,000-plus brands exhibiting this season. Just under half of those are from other Asian countries.

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Source:

https://www.businessoffashion.com/articles/news-analysis/shanghais-bid-to-become-asias-fashion-capital

Boohoo online fashion retailer sees its profits double

Its sales have jumped by 51% to almost £300m, thanks to new overseas markets.

The Manchester-based firm puts its success down to “combining cutting-edge, inspirational design with an affordable price tag”.

Its booming sales growth has also been reflected in its share price, which has more than trebled in the past year.

On its stock market flotation in 2014, it was valued at £560m. It is now worth about £2bn.

The firm has gone from strength to strength in recent years, while its High Street rivals have had to deal with increasing competition from Boohoo and other online retailers.

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“It has been a momentous year for us. The Boohoo brand has achieved outstanding revenue growth and increased profitability margins during the year,” said joint chief executives Mahmud Kamani and Carol Kane.

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Its only temporary misstep was a profit warning in 2015 that unnerved investors and sent its share price down by some 40% – something the online retailer has now put behind it.

“Boohoo has seen strong sales across multiple markets, and significant volume growth in sales,” says John Stevenson, retail analyst at Peel Hunt.

According to its latest results, Boohoo’s revenue grew 33% in the UK, more than 50% in Europe, 140% in the US and 40% in the rest of the world.

The company now has 5.2 active million customers worldwide, and crucially is able to rely on social media “influencers” and video bloggers – “vloggers” – to spread the word to its 18 to 24-year-old target market.

Digital engagement

“Boohoo has been able to halve the amount it spends on marketing over the past five years, because of this shift to social media,” says Mr Stevenson.

“Relatively speaking, it has a far more engaged social media base than many other retailers – and it can use digital as a call to arms.”

It is an online marketing strategy that High Street chains are now scrambling to emulate.

The key to its success is that Boohoo is able to batch-produce items “in the low hundreds” to trial for sale on its website; something that is not a viable option for fashion chains with bricks-and-mortar stores.

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This ability to “test and repeat” allows the online retailer to have a constant flow of new items on its website, with only about a third of them ever being reordered for bigger production runs if the initial sales prove successful.

Crucially, this means that online fashion retailers like Boohoo can potentially respond much more quickly to changing fashion tastes than can their High Street rivals.

With its constant product changes and low prices – dresses can start for as little as £8 – Boohoo can set its own prices. “They don’t have to follow the lead of, say Marks and Spencer,” says Peel Hunt’s John Stevenson.

Over the past 12 months, Boohoo has bolstered its international expansion plans through its £20m acquisition of struggling US fashion site Nasty Gal, which it completed in February.

The US purchase has given Boohoo access to Nasty Gal’s intellectual property and customer database that will help its US expansion plans.

Earlier this year, it also bought the smaller online fashion retailer PrettyLittleThing, which was founded by the sons of Boohoo joint chief executive, Mahmud Kamani.

Boohoo plans to expand PrettyLittleThing, which has more than a million active customers, in new markets and said it had shown strong profitable growth in the first two months since the takeover.

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Source:

http://www.bbc.com/news/business-39697246

Demi Lovato Shows off Her Toned Frame in Orange One-Piece After Preaching Body Positivity

Keeping with her anthem’s lyrics, Demi Lovato modeled an orange suit — and her seriously fit frame — on Snapchat on Saturday, opting for a full-body shot as well as a close-up.

She also shared a photo of the citrus suit to Instagram, captioning, “Don’t know if it’s physically possible for me to get any more tan….”

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On Friday, the singer shared a photo in a black and white bikini, captioning, “No filter no edit, love your body the way it is.”

Lovato has long been outspoken about embracing her natural curves, recently saying in another Instagram post that she is fine with not having a thigh gap in a photo showcasing her legs.

With body positivity to boot, Lovato has been working out religiously at L.A.’s Unbreakable Performance Center (where Nick and Joe Jonas also work out) for the past nine months, and she has called the gym her “oasis” on Instagram.

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Hunter McGrady Is the Curviest Model to Appear in Sports Illustrated

Much of the conversation about the latest Swimsuit Issue of Sports Illustrated has focused on Kate Upton, who has now thrice graced the magazine’s cover. Yet, the inside of the issue is also revealing some fresh faces and some boundary-pushing firsts for the publication. Hunter McGrady is one of the notable rookies in the Swimsuit edition who came to be in the magazine as a result of the Model Search contest. And aside from looking quite sultry while wearing nothing but body paint for the photo shoot, McGrady also just so happens to be the curviest model ever featured in the magazine.

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Per her Wilhelmina Models stats, McGrady is five-foot-eleven, with a 45-inch bust and a 38-inch waist, making her the curviest model featured in the swimsuit edition, according to Yahoo! Style. Last year, Ashley Graham made news when she became the first size-16 model to grace the cover of the magazine’s swimsuit edition. Graham’s inclusion in the issue was greatly lauded as a step forward in the body-positive movement and it’s in that vein that McGrady is viewing her inclusion in the issue. For her, participating in the shoot was an opportunity to empower other women, she told Yahoo! “I want women to pick up what is the considered the sexiest magazine issue and feel inspired,” McGrady said. “There’s someone in it who looks like them, who isn’t the traditional model they see.” She also said she felt confident and sexy in her skin, “Not despite of my body but because of my body.”

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On her Instagram account, McGrady elaborated more on her message to women, writing: “Women, for anyone who has ever felt uncomfortable or insecure because of rolls, or stretch marks, or cellulite, or acne, or felt like you didn’t measure up because you weren’t represented in the magazines – THIS IS FOR YOU! You are beautiful. You are STRONG.”

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Source:

http://nymag.com/thecut/2017/02/hunter-mcgrady-is-curviest-model-ever-in-sports-illustrated.html

Plus-Size Model Poses in Swimwear to Send a Powerful Message

Posing in swimwear and showing off skin can be an uncomfortable — and even scary — task for some. But Alex LaRosa, a plus-size model in New York City, doesn’t fall into that category.

The curvy model and community organizer shared an image from a test shoot with photographer Lucas Jones in which she wore a GabiFresh for SwimSuitsForAll bikini top with jeans. Alongside the April 18 photo on her Instagram channel, she included an important message about body image.

 

“‘She can have a tummy and still look yummy’ is literally the only appropriate caption for this photo!” she captioned the shot. “I am so in love with all my pics from my recent shoot, but I just had to share this completely unedited photo of all this fat black girl magic!”

LaRosa is an advocate for body positivity and aims to spread acceptance and awareness of women of all shapes and sizes via her social media platform.

“It is always my intention to make the Internet a slightly safer space for plus-size women,” she tells Yahoo Style. “I hope my post inspires those who struggle loving their bodies, and I hope it helps to normalize bodies like mine. People of every shape, size, and color deserve to be represented in the media. I’m hoping that we see more #VisuallyPlusSize models in campaigns, on runways, and in magazines.”

Despite loving her figure and fully embracing it, LaRosa wasn’t always confident in her body. “It took me years to get to this place,” she shared with Yahoo Style. “My 15-year-old self wouldn’t even feel comfortable in tank tops, let alone crop tops.”

LaRosa wants to teach young women to be comfortable in their own skin. “Beauty comes in all different shapes and sizes!” she says. “It is not reserved for thin, white, able-bodied people or for anyone else that fits conventional — and unrealistic — beauty standards! I took this picture and immediately thought how important it is for young girls — especially young, fat, and black girls — to see someone who looks like them loving themselves on their Instagram feed.”

To those who don’t agree with her message and leave hateful comments on her content? LaRosa doesn’t have any time for it. “I seriously give them as little attention as possible,” she says. “I delete the comment, block them, smile, and move on.”

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Source:

https://www.yahoo.com/style/plus-size-model-poses-swimwear-send-powerful-message-205521154.html

Tsubasa Watanabe: Model mixes punk with fashion on the runways of New York

At her first test shoot in Los Angeles, Tsubasa Watanabe was surprised by the outfit the photographer was asking her to wear: Hanging from the fingers of his outstretched hand was a pair of thong underwear.

“This is the outfit?” she asked.

“Yup,” he answered.

“Ok,” she said. “Let me change.” She walked into the bathroom and gathered her thoughts.

At this point, Watanabe had been modeling for several years in Japan after walking into an agency in Nagoya in high school, so she definitely had runway experience. But belying her striking looks, she’d grown up in rural Japan in a very traditional family and was accustomed to wearing a little more clothing, even on the runways.

She debated calling her agency and wasn’t sure she should do the job. Maybe the photographer was trying to take advantage of her, maybe he thought she wouldn’t say no because she was Japanese. “This is a test,” she told herself.

When she danced her way out of the bathroom in the thong with a smile on her face, the photographer laughed and started taking pictures, which set the atmosphere at ease. “You’re good!” he said.

This was in 2005. Watanabe is now a veteran model with years of experience in New York City: She has in all likelihood walked more seasons outside of Japan than any other Japanese model in history. Her success has been the result of steadfast focus, flexibility within a foreign culture and a refusal to accept setbacks.

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Watanabe was born and raised in Shirakawa, a small town of 9,000 nestled between rivers in the Japanese alps of Gifu Prefecture. She played classical piano from the age of 4 until the end of junior high school when she was not accepted into a music high school.

Even then music was a significant part of her life: She discovered J-rock and the Beatles, played in a rock band that covered power pop songs and decorated the walls of her bedroom with punk rock posters. She was somewhat of a tomboy and dressed in goth fashion. All the while, she shot up to nearly 180 centimeters in height, was naturally thin and had large eyes beneath beautifully angled eyebrows.

“My friends in high school were like, ‘Why aren’t you modeling?’” she says, but it just hadn’t occurred to her before.

Little by little, however, the fashion world began to seep into her everyday life, even as isolated as she was. She found the magazine “Mode et Mode” at a small bookstore in town and discovered the striking fashion of Alexander McQueen. When she later saw Betsey Johnson incorporate punk girls into her high fashion runway shows, she remembers thinking, “This is it!”

All she could focus on from that point onward was how to access that world.

After walking into an agency in 2002, Watanabe was soon commuting three hours one way to go to lessons and casting calls in Nagoya. Her teacher, a former model, drilled Watanabe and her classmates for hours on how to walk.

The work paid off, and she was booking jobs in Tokyo, Fukuoka, Osaka and Nagoya. When she finished high school she faced a decision that most rural Japanese graduates would never even consider: Should she move to Tokyo or to Los Angeles?

Despite a contract offer from an agency in Tokyo, Watanabe chose LA because of inspiration from Riff Randell, the Ramones-obsessed female lead of the movie “Rock ‘n’ Roll High School.”

In Los Angeles, Watanabe heard many Japanese complain about the inconvenience of living in the U.S., but it felt easy to her. “Even going to the supermarket (in Shirakawa) was so far,” she says. “LA to me was convenient.” She managed to get by without a car, relying on public transportation and walking.

A year later she moved to New York and had castings right away, quickly getting set up in her new hometown.

Watanabe purposely set herself apart from others in the Japanese community, not just other models. “I wanted to learn American culture,” she says. “I didn’t want to be an outsider who just follows their career, I wanted to be a local who lives here and has a job. From a certain point, modeling wasn’t my dream. It was just my job.”

Not everything has been easy. Shortly after arriving in New York, she booked a big designer’s show in Bryant Park for fashion week. The fitting the night before took nearly five hours and lasted until midnight, and she was running around the city early the next day for other castings. When she showed up to Bryant Park she posed for street photographers and was congratulated by a Japanese photographer for her newfound success.

However, when she tried to sign in at the venue, her name wasn’t listed. After some confusion, she discovered that they’d overbooked and she wasn’t needed. Dejected, Watanabe walked out past the street photographers and went home, crying the whole way.

Watanabe also misses Japan, mostly her family, the nature she was surrounded by and Shinto traditions. Her parents, both very traditional, haven’t visited her in the U.S., but they did sign up for the cable channel WOWOW when she was featured as one of the models in the second season of “Project Runway All Stars”; she’ll reprise this role for the sixth season later this year. Watanabe makes the trip home once a year or so, and she’s married an American and since made her home in New York.

The Bryant Park incident was the first and last time Watanabe let herself cry because of modeling. The setback eventually helped her learn to stay level and not take things too seriously.

Sixty percent of her work is runway-related, and the rest is e-commerce and fashion editorials. However, the runway is what really motivates her. “Of course, we walk the runway to show the clothes, but to me it’s a performance,” she says. “When I hear the beats backstage right before the show starts, that’s when I come alive.”

Her work has given her the freedom to pursue her passion for music in her free time, but she has settled down a little from her punk days and is working on soundtrack projects.

Watanabe used to dream at night of being back at her home in Gifu with her family. Her New York dreams were nightmares in which she was lost, wandering the unfamiliar city. “Recently I had a dream that I was in my apartment in New York,” she says. “This means a lot to me.”

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Source:

http://www.japantimes.co.jp/life/2017/04/22/people/tsubasa-watanabe-model-mixes-punk-fashion-runways-new-york/#.WP5o0NLyvcs

SIZZLING SARA UNDERWOOD BLEW UP INSTAGRAM FOR EARTH DAY IN AN INCREDIBLY SKIMPY BIKINI

We know Sara Underwood’s thing is traveling the world and posing for photos in some of the most beautiful spots imaginable. So it only makes sense that she gifted her followers with a sexy Instagram post on Saturday April 22, a.k.a. Earth Day.

She captioned the pic with an earnest message stating that she was participating in one of the worldwide marches for science and wrote that “Our planet is at a critical juncture, and the science regarding it is under attack. Our voices matter, so I hope you get out and speak up for Planet Earth as well.” 

Whatever your views on climate change, it’s easy to appreciate the fact Sara is totally committed to nature and is so willing to reveal herself as she enjoys everything from the mountains to the Hawaiian islands. A few more shots from her Instagram below give us plenty of reasons to get into the natural world, especially when she’s there. 

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Source:

http://www.maxim.com/women/sara-underwood-tiny-bikini-earth-day-2017-4

Reclaiming the word ‘old’: How fashion is fighting ageism

An estimated 50 percent of the U.S. population is expected to hit 50 years of age or older this year, according to a Nielsen study that examined Baby Boomers, a portion of the population born in the post-World War II era between 1946 and 1964. What’s more, this group is expected to control 70 percent of disposable income in the U.S. by the end of 2017.

This has inspired a shift within fashion, an industry in large part built upon appearances and ingrained standards of beauty, which in America has long been synonymous with youth. This is particularly true if you’re a woman — just take one look at Hollywood, where according to a University of Southern California study examining the 25 best picture nominations from 2014 to 2016, 78 percent of the actors over 60 were men, compared to just 12 percent of women.

It’s also led to a challenging dichotomy for luxury brands that sell products with exorbitant price tags, but have for decades featured women as young as 15 on runways, when women over age 50 hold more spending power.

“The interesting thing about fashion is it’s a paradox because of its extreme focus on beauty,” said Ashton Applewhite, author of “This Chair Rocks: A Manifesto Against Ageism.” “Of course, we do idolize youth and equate youth with beauty, but aging and beauty can and do co-exist. Hiring older models is a validation of that.”

This February, 21 models over age 50 walked runways during global fashion weeks in New York, Paris, London and Milan, an uptick from the 13 models featured the previous fall, according to a study by the Fashion Spot. In New York, brands like Ralph Lauren, Michael Kors, Tom Ford, J. Crew, Rachel Comey and Tome, for which O’Shaughnessy walked, led the charge on age inclusivity.

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“We have been fed this notion that youth equals beauty, and once the powers that be decided to sexualize young women for commerce, it became the normal way to cast an ad or a show,” said Tome designer Ramon Martin. “What that method of casting is ignoring is the rest of womankind, and a large group of older women who have the budget and lifestyle to afford designer clothes. I think for those women, seeing someone their age resonates with them more.”

Designer Tracy Reese has also played a significant role in age inclusivity, an effort that communications manager Alyssa Jones said is a reflection of understanding her brand’s consumer base. “We know that our customer ranges over a lot of different age groups, and we felt like we needed to represent that. It makes a difference when your customer sees someone who represents them in the clothes.”

Though women over 50 make up a relatively small percentage of models in runway shows and marketing campaigns, their presence is making waves. Just this week Calvin Klein announced that 73-year-old actress Lauren Hutton will star in the brand’s latest underwear campaign, while former model Tyra Banks announced in March she is removing the age restriction for contestants in her popular reality show, “America’s Next Top Model.” There are also global reverberations that point to promising signs of change, like the new Moscow-based modeling agency Oldushka that is exclusively open to clients over age 45.

Changing perception
Brady told O’Shaughnessy during her American Apparel shoot she was inspired to cast an older woman after stumbling upon Advanced Style, a blog started by 35-year-old Ari Seth Cohen in 2008. At the time, Cohen had moved to New York and was spending quality time with his late grandmother, a woman he said had a particularly positive view of aging contrary to most older people he knew. Inspired by her, and the stylish older women he encountered on the streets, he began taking photos of them and sharing them online, during a period in which street style blogging was just emerging.

 

“I wasn’t seeing these women represented in lifestyle and fashion media, and they inspired me,” he said. “The fashion industry is ageist because the world is ageist, and the industry reflects many world views. I had the opportunity to put something different out there and represent aging in a different way.”

Applewhite said the sluggishness of fashion and beauty to embrace aging is perpetuated by consumers themselves who shy away from the concept of getting older. This is exacerbated by the bevy of products marketed to women to remove wrinkles and increase youthfulness, in addition to the clothing that advances a false notion of “age appropriate” behavior, she said.

“Every so often, someone will ask me a question on my blog like, ‘Should an older woman wear a mini skirt?’” she said. “I think you should wear whatever you want. If the world isn’t comfortable looking at you, that’s their problem.”

She said, in order to mitigate this cycle, marketing to older women should focus more on showing off their features, rather than minimizing or obscuring problem areas.

“It’s amazing that ageism trumps even the bottom line,” she said. “The market has become deficit-oriented. It focuses on baggy clothes you can wear if you no longer have a waistline or ‘hip’ hearing aids for when you’ve lost your hearing.”

Cohen fears older women may start being commoditized as a fleeting trend, and if not marketed appropriately, it may ultimately lead to further alienation or fetishization of older consumers.

“I’m disappointed to see older women being used as an accessory, sandwiched between two younger people. The main focus isn’t about age. It’s about capitalizing on what people think is a trend. That, for me, isn’t really making progress.”

He anticipated that change will happen as American society continues to reconsider the notion of aging. “We have to realize that we all have to get old, so it’s important to talk about it and create a conversation around aging. Women are increasingly feeling empowered to be themselves and show their age. They’re creating a discourse between younger people and older people. So many of them are allowing their hair to go gray.”

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Source:

https://digiday.com/marketing/reclaiming-word-old-fashion-fighting-ageism/