Women over 40 are not invisible. When will fashion brands and advertising catch up?
Updated: Dec 26, 2019
When JD Williams partnered with ZPRSoho to create a protest against the lack of representation on the high street for the over 45's I jumped at the chance to be involved. It's something I am passionate about and equally frustrated by it too.
I love fashion and it wasn't until i hit my 40's that my body confidence really grew and I love experimenting with different looks. I do shop right across the board in high street stores, including Top Shop, Next, Mango etc etc. I will walk in to a store and try hard to ignore the clear signs that this is aimed at a younger generation, pretty hard to do when you are bombarded with bill boards of young women modelling the clothes, don't get me started on the size 8 mannequins! I am also aware that not all women reach there 40's with a lots of body confidence and a new found sense of direction, making the thought of walking into high street stores that much harder and intimidating. JD Williams commissioned a report with women over 45 and sadly 70% of them felt ignored by the high street. Something has to change!
I dream of a day when high street stores show women of all ages wearing their clothes, how inspiring would it be to be able to relate to someone your age in an outfit. Shopping would be a much happier experience for everyone involved.
Photo with Ava Fay Thompson, both wearing Next.
That's why I am so happy and proud to have been involved in JDWilliams AW18 'I Am' campaign, which has really show cased diversity with relatable women. Love this photo with Annie Hawkins, Anna Parkes, Savi Reynolds and Paulina Byrne.
So four women including the beautiful Jilly Johnson, who is regularly seen voicing her opinions on the failure of the fashion industry to represent the older women set off on a busy Oxford Street armed with placards and loud voices.
It may only have been a small step but we have to keep pushing those boundaries and reminding the industry that we are not going away and need to be seen and heard.
I AM not going quietly!