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The Mortality Club

Sharp Dressed Seniors

Increasingly, older men and women are fighting ageism by refusing to tone down their dress code to meet the expectations of those who believe that aging bodies are not worthy of dressing up in bright colors or the latest fashions. These sharp dressed seniors find that dressing up makes them feel better about themselves and life in general. It gives them a boost and an outlet for exercising their creative urges. And, it gets them noticed. It’s a highly creative way to fight the feeling that as we age we become invisible.
It’s also a wonderful way to dispel the stereotypes associated with an elderly body. Aging arms that are wrinkled and more flabby than taut can still be beautiful; it is no longer a “rule” that older people should avoid sleeveless garments. The once widespread assumptions that women over the age of seventy should avoid wearing high heels or colorful tights are being challenged, as is the belief that exotic haircuts, bright colors and hats-that-make-a-statement are only for the young.

Their message is getting through to the marketers. Several major brands have become to feature older people in their campaigns. In 2015, 81-year-old Joan Didion appeared in a Céline ad. 94-year-old Iris Apfel was featured in Kate Spade and Alexis Bitter ads. L’Oréal Paris features 69-year-old Susan Sarandon in its campaigns. I could go on, but instead, I urge you to watch this video:
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