My grandmother asks me to buy her clothes online.
Why, you must ask?
After all, it does not make sense that 90 Shabbat would prefer the screen over the grocer.
Well, the answer makes even less sense - because there are no stores in the mall for it.
It does not make sense, but it's the truth - no clothing store in the mall deliberately caters to women aged 50+.
Why does this not make sense?
Because this is a large and relatively well-established market segment, some of the women are retired and have free time, the others work and will be happy to refresh their wardrobe every season, some have long since finished paying their mortgages and studies ... I guess the point has been clarified.
It is no exaggeration to say that ignoring this population is against all economic logic, and yet, no matter how much you search in the shopping center, you will probably not find even a single catalog with or for women aged 50+.
Even commercial fashion companies that own a variety of fashion items, at a variety of prices and in a variety of styles, do not openly appeal to mature women.
• The most equal promotions in fashion
The situation described above is in stark contrast to the global trend.
The "Just Like That" series, the expected comeback to "Sex and the City," was recently launched.
And as a direct sequel to the series that brought fashion to TV, all the main stars are 50+ and all, regardless of their age, really like to dress - for work, entertainment or even just a trip in the sun, and of course they always look baggy and stunning from stiletto to hat.
Still bags and stunning.
From "Just Like That" // Photo: GC Images,
The world has long realized that mature women are an attractive target audience, and accordingly there are more and more models who are suitable to represent this audience and address it directly.
Abroad a model like Mae Musk (73) is experiencing the covers of magazines non-stop. Commercial fashion companies like Zara and Mango have started incorporating mature models into their campaigns.
Abroad it is different. Musk, Photo: EPA
In Israel, we lag behind with a handful of fashion designers who also appeal to older women, such as Sasson Kedem, Reuma Zakash and Meital Weinberg's OMA brand.
Most fashion companies in Israel are not there yet.
"The reason I think there is no representation for adult models in malls in Israel, in campaigns, in catalogs and in general is - aging," says Smadar Genzi, owner of the pro-aging modeling agency.
Ageism, for those who do not know, or Gilead in Hebrew, is "a prejudice against a person, stemming from that person's age" (Wikipedia).
"Culture, media and the anti-aging industry are all infected with the latent epidemic of the twenty - first century - old age, and women are the ones who suffer the most from it. The message that comes to us from all sides is - as we get older - our value as women decreases. "In an unattractive and unsexy way. In a world where we are required to hide our natural puberty with the syringe and knife, we must not walk around with age marks on our face and body," says Ganzi.
Women are required to hide their age,
In support of her words, Genzi mentions Naomi Wolf's founding book "The Myth of Beauty" (1992), where it was argued that culture requires women to "grow old in a young way."
"This distorted message has affected the fashion and beauty industry in such a way that older women are excluded from the public sphere. This oppressor and calls on women to rebel, not to agree to enter the closet but to go out into the world with pride, with the beautiful signs of age, which add depth and interest to us, and not the other way around. "
That's why Genzi opened the first modeling agency in Israel to represent mature and mature models ProAging Models -.
"In order to present in the media beauty representations of older women who choose natural puberty, without invasive interventions for the purposes of 'rejuvenation'. And inspire and encourage other women to accept puberty without going to war against it. "
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"In the State of Israel, there are currently about one and a half million women over the age of 40. These women have considerable purchasing power, and if we consider the market segment of women over 50, at the stage when they finished raising children, many of their resources are directed to pampering and self-care. , Cosmetics, vacations, experiences, treats - because it's our time to pamper ourselves, after many years of caring for and raising children. Sages who understand where the wind is blowing and the trend and global trend of shattering the old beauty ideal and expanding it to include beauty representations of women in different body types and ages. ".
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