1.What Is The Place Of TheOLDER Woman In Fashion?

2. 40 3. G E N E R A T I O N X 4. Older women are more interested in comfort rather than younger counterparts however they are still equally as demanding when it comes to fashion. (belleau et al, 1997) 5. Fashion and age sit uncomfortably together. Fashion inhabits a world of youthful beauty, of fantasy, imagination, allure . Its discourses are frenetic and frothy; its images glamorous and youthful. However age is perceived as a time of FASHION AND AGE: greyness, marked by DRESS, THE BODY & LATER LIFE ( 2013) retirement. It is associated Julia Twigg with a toned down, selfeffacing presentation. 6. PARIS FASHION: A CULTURAL HISTORY (1998) It was regarded as highly VALERIE STEELE unsuitable, indeed ludicrous, for older women to dress like young women. Fashion played various roles in womens lives, of greater or lesser importance, depending on the particular womans immediate situation-her age was as significant as her class 7. consumers increased their purchase intentions by over 175 percent when they saw models who reflected their age; in particular, women over the age of 35 increased their purchase intentions by 200 percent when they saw older models. When models didnt reflect their age, consumers decreased their purchase intentions by 64 percent. 8. 40+ Ari Seth Cohen 9. Fabulous Fashionist as 10. They have lived through countless style eras; why should they stop now? 11. References Binlot, A. (2012). Fashion Labels Bet Their Money on Maturity by Casting Older Women in Ads. Available: http://www.blouinartinfo.com/news/story/814644/fashionlabels-bet-their-money-on-maturity-by-casting-older. [Last accessed 25th Jan 2014]. Steele, V (1998). Paris Fashion: A Cultural History. U.S: Berg. p186. Twigg, J (2013). Fashion and Age: Dress, the Body and Later Life. London: A&C Black. p1. Considine, A. (2011). Up Close: If Holly Golightly Had a Grandson. Available: http://www.nytimes.com/2011/09/29/fashion/putting-fashion-cameras-focus-on-olderwomen-up-close.html?_r=0. [Last accessed 19th Jan 2014]. Gibson, P (2013). Fashion Cultures: Theories, Explorations and Analysis. London: Routledge. p.84.Natalie Taylor, Lauren Theobald, Sophie Diggins and Amy Mitchell