A shawl, a shapeless sweater and slippers, that's probably how many of us picture the typical grandmother's outfit, ready to sink into her armchair to doze in front of Numbers and letters . Of course, when we think of fashion, the first images that come to mind are not often those of extremely stylish sixties. No, we rather think of the big fashion houses and their models with silhouettes far removed from those of ordinary mortals (old or not, for that matter), or of the latest trends to which the idea of being able to be left behind on them is enough to plunge your grandchildren into a deep despondency. To believe that the elderly no longer have the same needs and desires as others, starting with that of pleasing and above all, of pleasing themselves! This is nevertheless the case, especially since the third age is no longer directly synonymous with a retirement home and decay:accession to retirement now marks the opening of a new chapter in one's life, and why not new encounters, sometimes in love, especially following a divorce or widowhood. In short, so many reasons to enter this new chapter well dressed!
It is still necessary to be able to afford the means to do so. Between a changing morphology and brands that are struggling to adapt, it can be complicated for our seniors to adapt their wardrobe to their lifestyle, and ensure that comfort does not outweigh dynamism. and styling. So, is senior fashion still as old-fashioned as we think it is? And how do you combine your fashion desires with the needs of your mature body?
One thing is certain, it is that the brands are a little picky when it comes to communicating with seniors, who are still perceived as the old lazy people, whereas in reality, young retirees remain very active and are in a perspective of pursuing the way of life - and the associated social status - which was theirs during their working life rather than playing it in a "retirement home" atmosphere. Moreover, we still see few older models, which does not contribute to improving the representation of this age group, and therefore to facilitating communication on this type of product. When this is the case, it is rather a way of surfing on an offbeat side, brands that do not particularly target seniors, if at all, using models who are sometimes extremely old, like 'Iris Apfel, 97.
This concern for communication is no doubt also due to the diversity of the profiles of elderly people:while some are completely at ease with new technologies, and will, for example, follow the brands they like on social networks, others remain faithful to the good old paper catalogs. Brands are therefore struggling overall to target their communication around the elderly, and to adapt to this segment of the population, which has become more dynamic than even ten or twenty years ago.
One of the most important criteria for the elderly is that of comfort, at an age when morphology tends to change, and where otherwise very beautiful pieces simply no longer fit us. For women in particular, menopause often brings about a set of shapes. This is why senior fashion is usually simpler. You have to be able to dress in a way that takes this reality into account, and which, without trying to conceal the marks of time, also avoids highlighting them. It's normal that tight-fitting clothes that would bring out somewhat flaccid shapes are not part of the ideal senior's wardrobe, as are clothes that reveal a lot of skin, which you can more easily afford in your 20s. years than at 70.
That doesn't mean you shouldn't dress like that if you like, of course! The quirky look may even suit you. This explains, however, why clothes for the elderly focus above all on simplicity, which some tend to confuse with outdatedness. Because if it is true that the body sags and no longer has the tone of its 20s, there is no need to entirely sacrifice style at the altar of comfort. On the contrary, it is the brands that do not bet everything on the latter that are now doing the best with seniors, and which are often brands that enjoy intergenerational success, mixing style and ease with simplicity.
It is therefore perhaps not so much the fashion that is outdated, as the brands that are struggling to keep up, by more or less knowingly excluding the elderly from their core target. This may seem like a funny omission on the part of creators, since seniors represent a growing part of the population, and they consume particularly, having on average a stronger purchasing power. This is because, in reality, the annual share granted by seniors to their fashion budget is lower than that of the average French person, and this is all the more so as they get older. But it's a bit of a chicken and egg dilemma. Are seniors really less interested in fashion innately, where do they find themselves disinterested in the face of the misery of the range that the ready-to-wear industry has to offer?
A vicious circle, since brands historically dedicated to seniors are going out of business or undertaking social plans in the face of this situation, further reducing the offer made to them. Damart, which would a priori be the preferred ready-to-wear brand for seniors (with an average customer aged 70), has distinguished itself in its targeting of this market by developing connected clothes with the specific purpose of to monitor the health of seniors who wear them. But isn't there a happy medium between a granny's wardrobe and connected clothes that make us understand that the EHPAD is within sight?
The book "Chic, le guide qui donne du style" was, for example, designed by two former fashion journalists who, having themselves reached the fateful age, decided to take the bull by the horns and seek to lavish advice for women in the same situation, taking into account the limits posed by the aging body and siding with simplicity and focusing on the essentials.
As often in fashion, it's not the clothes that make your style:it's what you make of them! The authors of the book cited above probably couldn't agree more. In other words, it's not fashion that's old-fashioned — it's older people who don't always make the effort to be interested in it, certainly not necessarily helped by pick-me-up brands. However, once accepted the morphological constraints posed by your body, it is possible to have fun and be creative with your wardrobe. One of the main mistakes to avoid is hiding your body under loose clothing. If tight fitting, as mentioned above, does not go well with an aged body, you should not try to make everything disappear! On the contrary, well-fitting clothes that structure your silhouette are to be preferred.
In short, accept your body as it is rather than trying to ignore it. Remember that your advancing age is your greatest strength. No need to run after trends, it is by trying to dress like your grandchildren that you will cover yourself with ridicule. This does not mean that you should immediately get old, but your modernity must be marked in a more subtle way, with a few well-chosen accessories for example. Once missteps are avoided, there's no reason to look outdated in your sneakers. Old does not rhyme with dilapidated, and it's up to you to give your style all your modernity!
