Going after the older generation….that’s me

12talk-blog427-v2I have been following fashion trends as far back as I can remember.  I own the last 30 years of September Vogues.  I still get all the fashion mags delivered monthly.  Fashion is a fascinating business.  It is directly tied to the times we live in.

There have been times when more celebrities have graced the covers of magazines and spreads.  There have been times where it has only been models.  Young beautiful svelte women (and men) have been a constant for years dressed in the latest and greatest.  The new “it” model of each generation stands out. They wear the clothes well, like hangers.

There has been a backlash to the epitome of overly thin that even France has banned models deemed to be too thin based on weight and height on the runway.  In the magazines, photoshop can take care of that.

As we enter a time where aging seems to be more accepted even embraced. Health and wellness is becoming part of our daily life conversations.  Being comfortable in your own skin vs wanting to not look your age has shifted.  We all want to feel and look healthy, nothing more.

Seeing fashionably older women in the fashion magazines these days is insanely refreshing.  Truth is it makes sense.  Age is being celebrated.  More than anything else, who do you think can afford those clothes?

Comments (Archived):

  1. awaldstein

    Right on about health and wellness changing our views of how we look at the world.Reminded of this daily as I interact with an unstoppable community of mostly women entrepreneurs who are changing everything that is loosely connected with wellness.In a world where how I dress has nothing to how much i charge for my services, yes, I’ve started dressing up again.Funny–going to a wedding (my son’s) in Mexico and took off part of yesterday to go to Saks and spend a few hours buying an outfit. Got to admit how much fun it was.

    1. Gotham Gal

      love it!

  2. Susan Rubinsky

    It is so refreshing when I see an older woman in a magazine ad or article. It seems there has been a bit more of it lately. I only get the NYT and Vanity Fair. Truthfully, my favorite look at style (not Fashion) is the Bill Cunningham photo collages. Have you seen the “Advanced Styles” photos of Ari Cohen? – http://advancedstyle.blogsp

    1. Gotham Gal

      i have not. thanks for sharing. so great!

    2. Kirsten Lambertsen

      It’s like a way cooler Sartorialist!

  3. Lisa Mogull

    So true. Money from people with grey hair is just as green. And there is a lot of it!

  4. Yinka!

    Yes! Fashion does have a problem with widespread inability to be age appropriate. From way back when, I always wondered why the moneyed adults accepted being marketed to with members of younger generations. If I had the bandwidth to shop couture, the fashion houses had better reflect me (ie models in my age range, ethnicity, etc) on their catwalks, editorial and marketing. I mean, with some premium ready-to-wear starting at thousands and couture at tens of thousands, I will expect more if I am actually purchasing them (vs receiving as gifts/event outfit loan as celeb or being paid to advertise it as a model). Done right, it would even increase impulse shopping; a model in your range looking great in outfitX communicates higher affirmation and temptation than the same ad with a much younger model.

  5. Kirsten Lambertsen

    It is interesting to see these books actually facing the reality of their reader demographics. The ‘graying of America.’I always thought a magazine devoted purely to the personal style of the world’s most fascinating women would be great (not just celebrities). No runway fashion, just personal style. Profile a different lady each month.

    1. Donna Brewington White


    2. Susan Rubinsky

      I would subscribe to that!

    3. LE

      No runway fashion, just personal style. Profile a different lady each month.Would be interesting to see how they could adapt the advertising model to that. Since the ads in the magazine are driven by the editorial content. Could open up new fashion (and provide a bump in sales for those companies and/or designers) similar to the Oprah effect.Also keep in mind (and please correct me if I am wrong since I am not the target audience for Vogue and have only casually browsed it) the ads in those magazines are as important and as compelling as the actual editorial content.The ads can and are works of art and very visually interesting, at least from what I remember of Vogue. So the question is if you make a magazine with the personal styles of the worlds most fascinating women what will the quality of the ad content be and will it be a draw in itself or a distraction? Or not matter? And is there room on the supermarket checkout aisles for another magazine? There are only so many slots available for women’s mags so it would have to displace something else since it almost certainly wouldn’t survive on subscriptions.

  6. Jim Kolchin

    It’s not about what you wear.. IMO extra weight can make people look older. But more importantly a positive person looks a lot younger. Joanne, you’re not “older generation”!

    1. Gotham Gal

      Lol. Thanks Jim

  7. laurie kalmanson

    follow the moneythe baby boom is older now, and so is its progeny … and birth rates are fallingthe mass market will be older for a whilehttp://en.wikipedia.org/wik…http://www.livescience.com/

    1. Gotham Gal

      lol. so true.

  8. LE

    I own the last 30 years of September Vogues.If you haven’t seen it already “The September Issue” is on Netflix (or was):http://en.wikipedia.org/wik

  9. awaldstein

    Wanted to add something.Digging up KPIs for a Luli raise and was interesting to discover that sweet spot for customer was not age specific but self view and athletic in orientation.Most premium (and best) blend on the market’s sweet spot is early 20s to early 50s, athletically inclined. Not a demographic by traditional terms at all.Love the wellness consumer. Not age, less income but self empowerment and self view.

  10. anu

    Joanne is it possible to reach you in private via a secure email please.

    1. Gotham Gal

      my email address is on the site.