by Isabel Weeks-Hankins
The fashion industry is ageist. That is not a secret.
A 2020 report entitled ‘Retiring Ageism’ found that 78% of Brits over 50 said they haven’t seen an accurate representation of their age bracket from companies or celebrities.
Meanwhile, 56% feel most misrepresented by the fashion industry.
Big names like Nicole Kidman have had to defend their fashion choices. After the now 57-year-old graced the cover of Vanity Fair in 2023 wearing the viral Mui Mui micro skirt, many labelled the outfit as ‘distasteful’ with some going so far as saying she brought ‘shame’ to her children and family.
More recently retailers are being called out on their lack of representation or inclusion of mature models, for example, whilst more independent brands are driving inclusivity.
As summer rolls around the fashion coverage turns from red carpets and runways to festival fashion. From the likes of globally notorious Glastonbury to UK indie Lindisfarne, festivals have always been a source of escapism - even if it is for a fleeting weekend.
You can be and dress as whoever you want to be but with brands from high-end to fast fashion offering those 'festival edits', with youth seemingly being the only must-have accessory to be seen as fashionable.
Thankfully, via social media, we have seen a large movement dedicated to the fashions of regular older women. Key creators, like @tingmystyle and @greceghanem, are sharing the message that a passion for fashion or just simply wanting to look put together has nothing to do with your age.
Wandering around Sheffield’s biggest music festival, Tramlines, mature women followed suit. Many were sticking to the musical attire wearing cropped T-shirts with their favourite musical artists from Prince to New Dad.
It seemed as though bucket hats were no longer the go-to festival accessory as cowboy boots seemed to be the most popular footwear of the weekend – a trend which has surpassed decades with the likes of Princess Diana, Dolly Parton and Taylor Swift hopping on the trend.
Waistcoats were worn by many (including yours truly). A whole rainbow of waistcoats appeared in Hillsborough Park some leather, some denim, some black and some pink. Known for becoming a wardrobe staple in recent years they are favoured for effortlessly combining sophistication and versatility.
When I say versatile, I don’t just mean across a day-to-night look but across different body types, styles and of course, ages. I must admit, I have never met a waistcoat I didn’t like.
With these trends transcending many different generations it reminds us they are not just suitable for younger generations as print and online marketing suggests.
Promoting these ideals, through festival fashion, doesn’t just benefit the women who are breaking the stereotype but the younger generation.
As someone who has a growing fear towards ageing fuelled by society’s youth-based beauty standards I find it comforting seeing these women dress how they want to dress, not bending for their age or what an advert tells them they should be wearing.
We should be grateful we have a space not just to appreciate great music but to appreciate the fact we have a space where people, of all ages, can break from societal expectations related to age-appropriate fashion.
Expectantly, major retailers will take notice of the diverse crowd at festivals like Tramlines and cater to generations who are less visible, promoting age-inclusivity in mainstream fashion.
Edited by Emily Duff