The 60-year-old and 70-year-old ladies are targeted by many fashion houses because of the increasing shopping demand of this age group.
Last September, Mrs. Maye Musk – mother of billionaire Elon Musk and the sample of the 1990s performed the Spring Summer 2019 show of Dolce & Gabbana. She said in a British magazine: “I am doing what every woman dreams of at this age: traveling the world, wearing beautiful clothes, sparing herself, meeting attractive people. As long as I have good health and physique”. Mrs. Musk has nearly 35,000 followers on Instagram.
The wind using older models began to rise from 2015 when writer Joan Didion (born 1934) and artist Joni Mitchell (born 1943) became the face of Céline and Saint Laurent. Recently, Isabella Rossellini (66), Jan de Villeneuve (73 years old), and Daphne Selfe (90 years old) respectively modeled photos for Sies Marjan, Simone Rocha, and Tank magazine.
Vetements, Balenciaga in the past two years often uses alternate models in the show. Calvin Klein surprised when using 74-year-old model Lauren Hutton for an underwear advertising campaign. Hutton also catwalk for Bottega Venetta show in September 2017. H&M is a fashion brand that joins the trend when it invites the 60-year-old stylist Gillean McLeod to model a swimsuit. Cecilia Chancellor (52) performed for designer Dries Van Noten in Paris.
According to statistics on Guardian, consumers over 65 years old in the UK each year spend about 7 billion pounds of clothes shopping. This year, England has about 20 million people over 55 years old, accounting for 1/3 of the population of this country.
“Today, customers over 55 years old are not only richer but also healthier, have more time to spend money than before in retirement. These factors contribute to the development of the industry. pages for elders”, shared Ina Mitskavets, senior researcher and lifestyle user at Mintel in the magazine.