What exactly is ‘ageless’ dressing? Is it self-hating to worry about the size of my bum in jeans? Viv Groskop (nearly 50) navigates the daunting world of midlife fashion
hen I was growing up in the 1970s, I would not have given much thought to fashion for the over-50s and what I might wear if I had the good fortune to live to see such obscene decrepitude. But if I had, I would have imagined wearing what my late grandmother called “slacks” , long-line ribbed cardigans with large ornate buttons and comfortable shoes from Clarks.
On the brink of 50 myself, I realised recently that all those reliable “grandma labels” have either disappeared or only exist in some other incarnation: BHS , Debenhams , C&A , Jaeger . House of Fraser closed 31 of its 59 stories in 2018 and was bought out by Sport Direct .Marielle Wyse, Wyse London Many brands which have emerged as successful competitors for the post-midlife-crisis market rarely trumpet their demographic, aiming instead for the suggestion of an ageless customer: Boden, Autograph at M&S, Mint Velvet, Me+Em, Toast, Sosandar, Jigsaw, Anthropologie.
Overwhelm has taken the pleasure out of clothes shopping. There is an avalanche of style advice on social media, so many new brands, so much advertising, so many ways to shop – online versus bricks and mortar, renting versus secondhand – and fear of ridicule looms large. Many of the cries for help on internet stylist forums reflect this.
“Gone are the days when you’d just take a day out, waltz about, find something new and come home feeling fulfilled. We have seen it all on social media and are being told all the time what to wear and how to wear it … This adds to the pressure of being a little bit older and trying to keep it all together.”
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