The Row 2014 Lookbook Speaks Against Ageism in Fashion
Vasiliki Marapas — January 12, 2014 — Luxury
Mary-Kate and Ashley Olsen have gone a very different route with The Row 2014 look book. Rather than ascribing to the cult of youth that is prevalent in the fashion industry, the Olsen twins employed a very mature range of women to model their latest collection. In fact, the youngest model is 39-years-old, while the oldest is the fabulous 65-year-old fashion-editor-turned-cosmetics-maven Linda Rodin.
Beyond taking a stance against the blatant ageism in the industry, the decision to use mature models reflects the timelessness of the line.
The progressive pre-fall collection is particularly significant, considering the fashion-forward twins are planning to open their first store in Los Angeles this summer. I applaud the Olsens for throwing caution to the wind and proving the ageless elegance of their collection.
Beyond taking a stance against the blatant ageism in the industry, the decision to use mature models reflects the timelessness of the line.
The progressive pre-fall collection is particularly significant, considering the fashion-forward twins are planning to open their first store in Los Angeles this summer. I applaud the Olsens for throwing caution to the wind and proving the ageless elegance of their collection.
Trend Themes
1. Anti-ageism Fashion - The use of mature models in fashion promotes the timeless elegance of a collection, challenges the cult of youth prevalent in fashion and gives an opportunity for designers to tap into this underrepresented segment.
2. Inclusive Beauty Standards - The inclusion of models with matured looks in the fashion industry creates a culture of inclusive beauty standards, and highlights the opportunity for the cosmetic industry to seize on developments driving inclusivity and representation.
3. New Look for Established Brands - Established brands are re-branding by positioning themselves to a mature market, by leveraging on ageless elegance to cater for the needs of mature customers and seize opportunities for growth with new business models.
Industry Implications
1. Fashion Industry - Fashion brands championing inclusivity and anti-ageism in their marketing strategies creates expanding markets for mature fashion, driving sales and new trends in fashion.
2. Cosmetic Industry - Established brands tapping into inclusive and mature beauty standards to drive innovation in products can cultivate customer loyalty amid a more diverse customer base.
3. Marketing Industry - Creatives behind campaigns tapping into ageless elegance and inclusive beauty standards can reshape the marketing industry and provide new opportunities for the development of more inclusive campaigns.
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