Why More Brands Should Be Using Over 40 Fashion Bloggers As Models

50+ blogger Mel Kobayashi (Bag and a Beret) modelling for Nuage by Claire Cormeau

The representation of older women in advertising – or rather, the under-representation – is something I’ve been thinking about for quite a while.

Back in 2012 I wrote about how the high street could serve the mature woman better where I mentioned what a great idea it would be for brands to use style bloggers as models.

Four years later, and I haven’t seen anything like this happening – till now.

Earlier this month the incredibly striking (and Tilda Swinton lookalike) Melanie Kobayashi of Bag and a Beret published a post about her day as a 50+ supermodel – and I felt like jumping on the sofa Tom Cruise-style. (You’ll be glad to know I didn’t because, you know, I’m just too cool for that. πŸ˜‰

She modelled Nuage, the new line by designer Claire Cormeau, in a series of gorgeous photos – some fierce, some very soft.

What struck me first was not the fact that an older woman was modelling for a brand (it’s not the first time), but that she looked absolutely incredible. Her age was irrelevant. Claire Cormeau had chosen the right person to model her new collection which was edgy but also fun – in other words, exactly what Melanie is like. (And exactly the reason why I featured her in my post that talked about dressing without the fear of “what will others think”.

So why is this the first time I’ve seen a blogger – an older blogger – modelling for a clothing brand? And why aren’t more brands doing this?

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Why More Brands Should Be Using Over 40 Bloggers As Models by Not Dressed As Lamb (Mel Kobayashi in Nuage by Claire Cormeau)
My reasoning is simple: Older women feel underrepresented in advertising. They feel underrepresented in the high street. Fashion bloggers are a different breed I think: We tend to shop anywhere and have no problem shopping in just about any store – putting yourself out there on the internet usually requires balls of steel. No sh*ts are generally given about what anyone else thinks about what you’re wearing. It makes shopping in the store of your choice a breeze by comparison.

But the average woman who isn’t involved in the crazy-ass business of sharing her outfits on the internet is affected far more by advertising – and sees not herself, but a lot of 22 year olds modelling clothes aimed at the 35 or 40+ market. If I go to the shopping pages of most brands that have an older target customer, I’ll very, very rarely see someone of the same age staring back at me.

Sure, some brands use older female models/celebrities in their campaigns (Twiggy, 66; Lorraine Kelly, 56; Yasmin le Bon, 51; Nicola Griffin 56; Iris Apfel, 94, etc.) and it is getting better – older women are gradually becoming more visible. 60-year-old Instagram star Sarah Jane Adams has also modelled for Swedish brand Åhléns, but I’m struggling to think of anyone else – proving it’s still seen as a novelty.

Two years ago myself and four other girls (all of us over 30 and some over 40) won a competition modelling for vintage style brand Fever London. But for the most part women of my age (40s) are rarely seen. It’s almost as if we’re just not quite old enough – few of us have a full head of silver or white hair which is a very valuable commodity.

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The campaign that Melanie shot for Nuage really struck a chord with me: Why aren’t more brands using over 40 bloggers as models? There are several reasons why it would be such a great idea:


  1. Fashion bloggers are naturals in front of the camera. They’re totally used to getting dressed up and taking hours to shoot one picture.
  2. The reach and influence that they have is a no-brainer: If you use a fashion blogger, she’ll undoubtedly share it on her blog and social media platforms. Her entire audience will be instantly exposed to your label/brand.
  3. They’re relatable. As gorgeous as Twiggy is, she was still a supermodel, and that’s something that women generally find intimidating. Fashion bloggers are seen as “regular women” (my preferred phrase for the heinous “real women” label) which simply means “not supermodels”.
  4. Fashion bloggers come in all shapes and sizes. You’ve got every type of look to choose from – you’re bound to find someone that’ll suit your brand’s aesthetic perfectly.


So what’s stopping them? Maybe it’s just never occured to them before? In my opinion they’re missing a huge opportunity. The first label to use some well-known over 40 fashion bloggers (and by that I mean over 40, 50, 60 – not 40-something) would surely makes waves in the advertising world.

Other brands like Dove have featured regular women in their campaigns, and some (beauty) brands have made a point of not Photoshopping their campaigns. But brands that have used bloggers up to this point have made sure they’re the younger superbloggers [Chiara for Guess] who have model faces and model proportions anyway. And why not? It makes financial sense for them to profit from their fame and popularity.

So, to the major brands I say this: You’re missing a trick. Be brave and take a chance on an over 40 fashion blogger or two.

It could be the smartest move you ever make.

Catherine signature


50+ blogger Mel Kobayashi (Bag and a Beret) modelling for Nuage by Claire Cormeau50+ blogger Mel Kobayashi (Bag and a Beret) modelling for Nuage by Claire Cormeau50+ blogger Mel Kobayashi (Bag and a Beret) modelling for Nuage by Claire Cormeau

50+ blogger Mel Kobayashi (Bag and a Beret) modelling for Nuage by Claire Cormeau
50+ blogger Mel Kobayashi (Bag and a Beret) modelling for Nuage by Claire Cormeau
Photo credits: Designer/copyright – Claire Cormeau | Photography – Katrin Braga | Hair and makeup – Vanessa Kuan


  1. 17 May 2016 / 1:28 am

    Thank you so much for this post Cahterine!!! I have had this on my mind now for several years…..even before blogging!!! Everything you said is sooooo true!!! The ones hiring the models are too young to know any better!!!

  2. 7 May 2016 / 6:17 pm

    Golly Catherine, I'm very late to this party, so apologies for that. Thank goodness you're voicing this. Hopefully with your most recent blog award from a couple of months ago, comes a bit of clout to make your voice heard. It's all there; all the reasons why and elequently put too. Perhaps Melanie will be a bit of a trail blazer for other bloggers to follow. If she can open up the frontiers there may well be a way forward. As you say, it's an easy transition from fashion blogger to model and there are some stunning women out there who could easily be both. Lovely post. Thank you x

  3. 22 April 2016 / 10:19 am

    I couldn't agree more, Catherine. I'm actually more likely to stop and look at an advert if it's featuring a woman my age or older or just real women, you know? I think Melanie looks freaking incredible in these photos and I'd love to see more women like her featured. It certainly would be a breath of fresh air!
    Suzy xx

    • 22 April 2016 / 1:03 pm

      It would be, wouldn't it Suzy?! And yes to how great Melanie looked… They/she completely knocked it out the park with this campaign!!

  4. 18 April 2016 / 5:19 pm

    OH and older too-I need to get my Mum on YouTube more! x

    • 19 April 2016 / 12:15 pm

      Yes she would be fantastic!!!!!! Both of your parents in fact, hehe πŸ˜‰

  5. 18 April 2016 / 5:18 pm

    Ok so now I'm jumping up and down Tom Cruise style at this post-YES, YES and YES-we need greater models who reflect reality and represent all of us-that means more women of different sizes, ethnicities, age brackets-and thank goodness for digital influencers creating change and making sales-the democratisation of the internet is taking effect and with online advertising taking over all ad budgets, we are going to see much more of this, I know it. When I met with YouTube they told me how fast growing the 40+ market is there and how necessary it is for women and men over 30 and 40 to be creating content-our niches might not have fully embraced it like the twenty somethings have but it's happening x

    • 19 April 2016 / 12:15 pm

      hehe I can imagine you doing that, Vicki!! Yes it is thanks to digital influencers that we see more diversity, and what a great thing that is. The fact that they're so popular just reinforces the fact that brands should be (could be) taking advantage of their popularity, but aren't. Makes no sense!!!!!!!!!! Thanks so much for commenting my lovely x

  6. 18 April 2016 / 1:27 pm

    Love this post, Catherine. Melanie was magnificent as a model, as you show in these stunning photos. I agree with everything you so beautifully wrote about bloggers and modeling!

    • 19 April 2016 / 12:12 pm

      Thanks Judith… You would make an amazing model like so many other bloggers – there are brands to fit all of us and vice versa!! x

  7. 18 April 2016 / 12:30 pm

    What a fabulous post Kathrine! You are so right about brands missing the boat when it comes to only using young models – they are leaving out a huge chunk of their potential buyers! Melanie looks incredible!


    • 19 April 2016 / 12:11 pm

      Thank you so much Cherie – it's so wonderful that everyone seems to agree!! x

  8. 18 April 2016 / 8:59 am

    Great article. Spot on. I completely agree with you!
    Have a great week

  9. 18 April 2016 / 1:23 am

    spot on Catherine… it truly is more than upsetting to see a 20 year old modeling something aimed at me, seriously as much as I wish we were "ageless" the bodies just do not stay the same plus I prefer to see how it may look on me not my daughter. You are so correct about fashion bloggers, I am more apt to buy something I see on a blogger then on some celebrity or tween

    • 18 April 2016 / 9:42 am

      Good point, Linda – it's interesting how brands reach out to the older woman with young, slim, tall models… It just doesn't make sense. I think a lot of it a fear – but they don't understand the ripples they'll make if they try this idea of using older bloggers! Thank goodness for Claire having the balls to do it! x

  10. 17 April 2016 / 10:36 pm

    Awesome post (and wasn't Melanie so magnificent). One of our local papers did an article this weekend about older women and fashion. To me it showed there is a long way to go with changing thinking because although it praised the emergence (and really it has to be thanks in a large way to bloggers) of a higher awareness of older fashionistas, it seemed to sell it in the way that this was another cause for anxiety because no instead of getting to forty and changing into track pants and 'enjoying' comfort for the rest of our lives, the pressure to conform to a fashion ideal continued. Um! Missed the point! And I wonder if that is a way to continue the norm while appearing to praise what women are doing to break them. I don't understand an age limit of looking, feeling and being amazing. It's the most ridiculous thing ever. I agree with you wholeheartedly about using older women to target older women. What I would also like is for designers to realise that, like Claire Cormeau has, that the fashion involved can also be fierce, sexy and funky. Long way to go but thanks to yourself and all the women here, a great start!


    Fur Earwig

    • 18 April 2016 / 9:36 am

      Thanks Charlie for your thoughts… You made some terrific points here!! You're right about the pressure thing – I think that it'll be nice to get to the stage where women can be whatever they want to be at ANY age. If a 20-something wants to wear a twinset and pearls, why shouldn't she if it suits her personality? She doesn't have to be in the latest trends with short skirts and OTK boots if she's not comfortable wearing that, just as older women can go for the classic look, or a funky look, or a minimalist look… I want everyone to be able to be what they want to be without any pressure to conform!

      We can but dream :))

  11. 17 April 2016 / 3:02 pm

    Thank you for featuring sweet Melanie. She is one of a kind. I love this photoshoot she did. It does prove that older women are great for fashion photo shoots. I hadn't seen the photo with the red dress yet.

    • 18 April 2016 / 9:32 am

      One of a kind – YES, Greetje!! What I also loved about these photos was that she took on a different persona to the one in her blog, which I think is great. Her personality still shines through, but she's playing a different role πŸ™‚

  12. 17 April 2016 / 7:05 am

    I totally agree Catherine. Would dearly love to see more women I can relate to. Not just in fashion shoots, but beauty too (makeup and hair).

    • 18 April 2016 / 9:30 am

      Yes to the hair and beauty as well, Valerie! I totally agree with you on that one, though I think the beauty industry is a few steps ahead of the fashion industry where that's concerned. Their problem is the retouching unfortunately πŸ™

  13. 15 April 2016 / 7:09 pm

    Kudos, Catherine, I couldn't agree more!
    For a long time I have been thinking the first big brand using authentic women for their campaigns will be the start into a new way of advertising. Not only older but also diverse. I cannot believe this wouldn't be to their full advantage.
    Fashion bloggers play an essential part nowadays, so why not using them?
    Thank you for this great post!

    Annette | Lady of Style

    • 18 April 2016 / 9:28 am

      I'm so glad you agree, Annette – wouldn't it be fabulous to see all the bloggers we know and love advertising for a major brand… You would be so amazing for a petite range!! x

  14. 15 April 2016 / 4:38 pm

    Wow the pictures are so amazing. Love the blue and her posing. I have a friend working as fashion editor for one of Germany's largest newspaper. When talking with her about brands the other day she was telling me that its literally all about being young, being 25, not married, stick thin-busy, busy, busy. (Me adding in my mind: the eating disorder and sobbing on the couch behind closed doors.) And as far as relating is concerned? Is that really what brands are looking for? Don't they want their clients to feel young and desirable looking as fresh and innocent when buying their clothing? So I am quite pessimistic when I comes to booking older women while at the same time agreeing with your perspective. Of course, ,-) Have a great weekend Catherine and keep up the good work my beautiful friend! Sabina

    • 18 April 2016 / 9:27 am

      I'm not so sure that's true, Sabina: I've heard from sevaral sources – a Youtube conference being one of them – that the 35+ market is the fastest growing market, but retailers just haven't cottoned onto to the fact yet because they're still hanging onto that notion that the biggest spenders are the 22 year olds… They're so wrong!!

      I think that's what they want to portray, but it's not where the spending power is. I say book the older women – you'll be reaching out to those who CAN afford to spend, not the 20-somethings who shop in boohoo, Primark and F21. Because no one is really doing it no one can say it doesn't work…! Thank you for that insight, it was really interesting!!

  15. 15 April 2016 / 11:15 am

    I couldn't agree more. It drives me nuts that fashion and beauty companies make excellent products for women of all ages – and then advertise them all using 20-somethings. Often white 20 somethings because, as any fule no, these are the only people why buy stuff. I make a point of supporting brands whose advertising and products accurately reflect our wonderful, multicultural society. πŸ™‚

    • 15 April 2016 / 3:53 pm

      That's good to hear, Mrs T, that you do that – that's why I think fashion bloggers would be so good as models because we are so diverse!! x

  16. 14 April 2016 / 10:21 pm

    From your mouth to God's ears, Catherine…or, in this case, brands' ears. You've hit so many nails on the head. I will say this, I don't think that the under-representation is due to lack of consideration, but is due to fear by the brands and the failure of the market to use their purchase power. Irrespective of whether they market to us or not, we will buy their products; thus, in their minds, there is no need to waste their advert dollars on us as opposed to a fickle youth. This is, truly, brilliant…thank you for sharing it. #BrilliantBlogPosts

    • 15 April 2016 / 9:59 am

      I think you're absolutely right, Regina, though it doesn't make any sense, does it?! Why wouldn't you market to an audience who have all that disposable income to spend?!

      However in contrast to that I did just read an article on the Wall St Journal that describes how women stop spending over 45 because no brands are reaching out to them – Google "Why Do Women Spend Less on Fashion After 45". If I gave you the URL it'd take you to a page where you have to subscribe – Googling it bypasses that somehow!!

  17. 14 April 2016 / 9:41 pm

    I completely agree. I started my own blog because I couldn't find any other blogger with whom I could relate in Ireland. It's only then I discovered other older bloggers across the globe. I discovered you Catherine because I was originally going to call my blog 'mutton not dressed as lamb'!

    • 15 April 2016 / 9:53 am

      Oh wow how funny that you thought of the (almost) same name as mine, sweetie!! (Is your name actually Hilda? I wasn't sure!) Thanks for your support, glad to hear you're in favour of this idea!!

  18. 14 April 2016 / 8:20 pm

    Melanie is so freakin cool. Her personality and verve just shine through in all of those photos!! I agree, I think brands are missing out when they don't tap the amazing resource of 40+ style bloggers.

    • 15 April 2016 / 9:52 am

      Melanie has received so much love for this campaign which I'm so pleased about, Susan!! So glad you agree on the fact that brands need to step on this pronto… (Though I knew you probably would!)

  19. 14 April 2016 / 8:01 pm

    Everything you say makes so much sense! I think if brands used bloggers in campaigns more it would be a real win-win for everyone – bloggers, companies, & consumers.

    I know Chico's features some bloggers, including Beth Djalali from Style at a Certain Age, on their Inside Chic site. To me, Beth is a perfect model for the brand as she looks like herself, like I often see her on her blog, in the clothes!

    Let's hope older bloggers in campaigns is something we will see more and more! Would LOVE to see you in a campaign!

    • 15 April 2016 / 9:48 am

      That's exactly right, Andrea – a win win all round!! I must look up what Beth is doing for Chico's and have a look…!

      And thank you, that's sweet of you to say you'd like to see me in a campaign!! MUAH xx

  20. 14 April 2016 / 7:47 pm

    This really struck a chord with me, and I agree that brands are missing a trick. If their target market is over 40 year olds, then there's no point employing 20 year old models whom their audience can't relate to. I also think that brands should get bloggers involved in the styling of shoots and leverage our Instagram followings

    Suze | LuxuryColumnist

    • 15 April 2016 / 9:47 am

      Suze that's a very good point – brands do get bloggers to do this on a small scale when they do collaborations on their posts and style pieces they've been gifted, but to do it for a whole collection and a major campaign would make sense.

      Chiara has done it for Amazon, so SURELY it'd work for brands with an older target customer by using older fashion bloggers…?!! Thanks so much for your thoughts! x

  21. 14 April 2016 / 3:40 pm

    I am definitely pro more brands working with bloggers as models. Let us hope that the trend continues. Let us lobby for 60+ models!

    • 14 April 2016 / 5:30 pm

      It's so rare at the moment, Josephine – but you're right the trend does need to continue. But I'm sure you'll agree it needs to stop being a "trend" and just become the norm…! x

    • 14 April 2016 / 6:09 pm

      How about lobbying for 60+ petite models? That would be me! I should comment that I've bought clothes from H&M, Zara and Mango over the last year – even though I'm 68.

    • 15 April 2016 / 9:44 am

      Sue: As I mentioned that bloggers come in all shapes and sizes then that'd be right, brands looking for petites would have plenty of petite bloggers to choose from too! x

  22. 14 April 2016 / 9:10 am

    I completely agree with you! This model looks fantastic. I'll be 41 in a few months and I feel completely isolated when trying to shop on the high street. I feel stuck in the middle between retailers and fashion which is too young and then at the other end of the spectrum stuff that is made to feel far too old and fuddy duddy! Using fashion bloggers in campaign is a great idea. #BrillBlogPosts x

  23. 14 April 2016 / 7:29 am

    Wonderful post Catherine, We have the same thought, but we are invisible to brands indeed. So well written and so so moving.

    • 14 April 2016 / 8:46 am

      Sacramento thank you for those touching words! So glad you liked the post x

  24. 14 April 2016 / 12:26 am

    Well said. I'm not a fashion blogger but I have noticed in Australia we are starting to to a greater diversity in advertising for women here

    • 14 April 2016 / 8:45 am

      Hmm that's very interesting, Natalie, about Australia… I think it says a lot about your more relaxed culture than stuffy old Britain!! ;)) Seriously though – that's great to hear that, but it's awful isn't it that we think it's such a big deal – it should be the norm. Let's hope one day it is πŸ™‚

  25. 13 April 2016 / 10:10 pm

    Brilliant post. My wife is head of Fashion Styling at a University in the UK and I couldn't believe the anxiety and hype around her choice of an older model for a promotional shoot!

    Love your writing style too – thanks for sharing this.

    @manstayshome on Twitter

    • 14 April 2016 / 8:43 am

      Thanks so much for your comment/compliments – nice to have a male perspective! That's very interesting about the reaction to your wife's model choice… How bizarre. But good for her for sticking her neck out and going against the grain! x

  26. 13 April 2016 / 9:36 pm

    Do you know how happy I would be seeing my cool 40+ blogger friends in campaigns? WOW! That would be fantastic!! Like you, I feel too young on one hand and too old on the other – like a middle-aged tween. But, yes, there's spending power and influence among us too.

    Thanks for the showcase too – it's startling seeing myself so large. Hahaha!! I'm glad Claire is getting this exposure for her boldness in choosing a 50+ woman for the debut of Nuage. Maverick move! Astonishing clothes. I hope others follow her example.

    • 14 April 2016 / 8:41 am

      Melanie it was my pleasure to feature all your photos – you did an amazing job and you took my breath away with how cool, edgy and beautiful you looked. And yes, I'd LOVE to see my 40+ blogger friends in campaigns too – think how much we'd be talking about it on social and the blogs…?!! The mind reels!

  27. 13 April 2016 / 8:38 pm

    This campaign is incredible and this is something I've been thinking about for a while now. Not just for retailers with an older demographic, but for ALL retailers. My mom shops at H&M and Zara too.

    Heidi || Wishes & Reality

    • 14 April 2016 / 8:39 am

      I'm looking to dress my 82-year-old mum in head to toe high street for the blog soon, Heidi – I'm putting that theory to the test…!! Watch this space πŸ™‚

    • 14 April 2016 / 6:28 pm

      Yesss! Cannot wait for this post!

  28. 13 April 2016 / 7:45 pm

    Super post, Catherine. It has always seemed absolutely bonkers to me that brands show an 18 year old model wearing clothes targeted to our demographic. Ageing is not ugly, it is natural and there is beauty and style in EVERY age of life. The internet and bloggers are doing what the companies aren't doing themselves— showing women that they can look fantastic in whatever they like at every age. I can name at least 50 bloggers that make clothes look 10 times better than the garden-variety bland model on offer. They just don't get it…..yet. xxx

    • 14 April 2016 / 8:38 am

      I totally agree with you about how incredible so many fashion bloggers look, Lisa… After all, don't we all leave comments saying as such? Imagine if all they were wearing was clothes from a particular brand – that brand would be cleaning up!! I think the time has come to think more laterally about what models "should" look like – leave the six foot tall waifs to the catwalk maybe?!

  29. 13 April 2016 / 6:57 pm

    This is a great piece Catherine.
    I would definitely like to see clothes (I want to buy) modelled on someone who I think looks like me.
    Let's face it, us older women have the buying power, too!
    Cosmetic companies are (finally) adding older models to their books but the high street are too far behind.
    A token handful at M&S is not enough!
    I would love to see someone my age modelling for Topshop, Riverisland or ASOS.
    Being frumpy is not a given for hitting 40.
    We can be fabulous, as Melanie proves.
    Personality shines …..and probably sells clothes too!
    Take note big brands.

    • 14 April 2016 / 8:35 am

      Definitely a token handful as you say, Samantha. I'd love to see a younger brand like Topshop use an older model just to see what the reaction would be… Melanie would be amazing for example!!

  30. 13 April 2016 / 5:44 pm

    I think society as a whole has come so ingrained to the idea of young models right from the designer brands to the high street. Look at the size of mannequins too. I'm a petite and I'd love to see petite brands using petite women and not using stick thin giants to model the clothes!
    When Melanie can look as utterly fabulous as she does in these photos, then there's no excuse for other brands not to use middle aged and older women.

    • 14 April 2016 / 8:34 am

      Gosh yes about the petite thing, Jacqueline – I often look at models on the petite sections of websites and think they look way taller than me, and I'm 5'7"!! Another thing that needs addressing – so again, where better to find regular-looking petites than style bloggers…? After all, smaller models must be in short supply (no pun intended)!! ;))

  31. 13 April 2016 / 5:30 pm

    Great article – it's so easy to feel invisible after the age of 40. It feels sometimes like the big companies think that fashion stops in your 30's. I'd love to see people of all ages and sizes and ethnicity modelling the clothes I want to buy. That's the sort of thing that would get my interest – and ultimately my money!

    • 14 April 2016 / 8:32 am

      Thanks Cathy, glad you enjoyed the read…! It's interesting that everyone seems to be agreeing that all different types of regular women modelling would get everyone's interest, I wonder why brands/advertisers haven't found this out for themselves…?

  32. 13 April 2016 / 4:31 pm

    What did I say about Tilda Swinton? πŸ™‚ xoxo

    • 14 April 2016 / 8:30 am

      Hehe it was funny you said that, I'd always thought Melanie was a Tilda type!! πŸ˜‰

  33. 13 April 2016 / 4:18 pm

    I could totally see you as a model, let's hope a lovely brand like Reiss or Hobbs snaps you up πŸ˜‰ I just find a lot of models a bit boring. The alternative fashion scene is quite good at showcasing curvy/tattoed models but not necessarily older ones. Room for improvement everywhere x

    • 14 April 2016 / 8:30 am

      Aww Porcelina that's so sweet of you thank you! You're right about the alternative fashion scene, I've noticed that they often choose regular women with the right look. Maybe high street brands could learn a thing or two from them, eh?!

  34. 13 April 2016 / 3:06 pm

    Melanie did such a great job here.

    I do find it ridiculous looking at someone that is in her teens modelling an item of clothing that is targeted for my demographic, a 49 year old.

    Changing the perception of just what a 49 year old should look like is the starting point.

    Great post!


    • 14 April 2016 / 8:28 am

      Changing perceptions, Suzanne – YESSSSSSS!!!!!!!! And I agree about Melanie, she really was amazing in these photos. Well done to Claire Cormeau for picking the right person to model for her – why choose a young model with generic looks when you've got Mel with all her sass and charisma?! x

  35. 13 April 2016 / 2:57 pm

    Well said Catherine! I am waiting patiently for the day when I can relate to the person staring down at me from a billboard. I am sick to death of advertisers almost exclusively using young models – even for anti ageing creams. It's becoming ludicrous, especially given the amount of talent that is right here on the internet, under their very noses.
    Let's hope they start taking note of us 'regular' women!
    Michelle xxx

    • 14 April 2016 / 8:26 am

      Yes about the anti-ageing creams – what's all that about Michelle??!!!! I think they're being very slow to catch on… Bloggers have been around for quite a few years now, all it takes is for one brand to take on the over 40s and Bob's your uncle, they'll all want to do it! πŸ˜‰

  36. 13 April 2016 / 2:53 pm

    I couldn't agree more. It really bothers me when I go to websites geared for older women and see young models. And what also really bothers me is when they do choose an older woman…she really looks old! You know, the wrinkles, grey hair etc. It's like there's no in-between: you have to be either super young or super old. What is so wrong with middle age models?

    • 14 April 2016 / 8:24 am

      It jars, doesn't it Amy – shopping with a brand that's aimed at our age group that show everything on girls who are 20+ years younger than us! It doesn't make ANY sense, does it?

  37. 13 April 2016 / 2:51 pm

    Totally agree with you on this Catherine. I've long said brands shoud use 'real' women not models who've had various procedures & been photoshopped. After all if you can see how good an item of clothing looks on normal models you're going to be more inclined to make a purchase. Plus I strongly feel that women would get behind brands that use real women & images. Who wants to keep seeing photoshopped images that are just totally unrealistic & make us feel bad about ourselves?!
    Jane xx
    My Midlife Fashion

    • 14 April 2016 / 8:23 am

      I think women have been saying this for a long time and brands are starting to see the advantage in doing this Jane, but I wanted to stress that using fashion bloggers is a trick they're missing out on. But I couldn't agree with you more about the Photoshopping…!!

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