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.
Classically Mature Model Lookbooks
The Row 2014 Lookbook Speaks Against Ageism in Fashion
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.