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Age is a topic that has always been controversial within the fashion industry. Who’s to say that Kendall Jenner is a better role model than Linda Rodin? If you’re asking yourself who she is, then that’s my point.
Pressure to appear young is still rife. Jacky O’Shaughnessy said in a recent interview with The What’s Underneath Project; “I’ve spent almost 50 years trying to get thin enough, trying not to get cellulite, ankles that swell, when are you going to be okay? And I finally said, today. I’m going to be okay today.” This interview followed her American Apparel ‘advance’ advert, where she appeared in their underwear. For a brand that is aimed at a younger target audience, the advert showed that their products can be worn and styled on anyone. While it’s a powerful message for a high-street brand to use someone of an older age, should it even have caused that much controversy in the first place? Articles have been appearing online since, talking about how it has challenged the ‘fashion norms’. They also question her motives for taking part in the ‘controversial campaign’. Why is the use of ‘mature models’ such a shock, should it not be considered the norm as a representation of society?
It’s perceived through the media that people should strive to have bleached blonde hair and a wrinkle free face, but why is that the case? The fashion industry is thought of as open minded with a relaxed, creative attitude. If so, why are most runway models in their late teens or early twenties? And why are people so scared to show signs of ageing?
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Celebrities are more powerful and influential than they’ve ever been. They’re idolised by millions for a persona engineered entirely to make money. Let’s not lie, we all know a few. Many people are unaware that celebrities are sent clothing to promote different brands purely to sell products. Stylists are hired to make them look ‘perfect’ while spending hours getting ready. It’s all about creating a certain image for the media, rather than having the true raw style and inspiration that many people from the older generation have achieved.
When older men or women are used within advertising it’s normally to show something ‘classic’ or an ‘investment’. This is to inform the point that older people have to behave in a certain manor and represent a certain way of life. They’re only allowed to dress elegantly and in a timeless manor rather than expressing themselves.
The media continues to have an impact on younger generations and their concern for body image. This was apparent after coming across an article entitled ‘Mom, Dad, Do I Look Fat?’ on WEBMD. The article to talks about how children aged 5 have become worried about their weight. But has anyone ever considered how it might be affecting the older generation? Even high street shops that are aimed at an older customer still use models in their early twenties for advertising campaigns. “It seems as if they’re trying to appeal to teenagers, not their loyal customers” said Marjorie, age 82.
With the help of American Apparel campaigns and the What’s Underneath Project, could it be the start of changing attitudes within fashion? The older generation could have a bigger influence on fashion because of their knowledge on past trends, they could bring a key element to the fashion industry. Is it not worth paying a little more attention to the older people within society, taking influence from those you may normally ignore?
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