Back in February I promised a post that would celebrate the over 40 bloggers who have modelled for brands… a couple of months later and here we are!
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It was all as a result of a post I wrote a few years ago asking why brands don’t use over 40 fashion bloggers as models. It seemed so obvious to me that, as older women were crying out for more representation in advertising, brands should make use of the vast, diverse talent that fashion bloggers were providing.
In short, brands could use diverse, regular women of all shapes and sizes who were used to being in front of the camera. They could also access the bloggers’ already-established following that they had built up over time – here was a ready-made, relevant audience for them to tap into.
Fast forward a few years and I’m pleased to say that quite a few brands have caught onto the power of regular women being represented in advertising where fashion and beauty is concerned. Although we’re still seeing the “Influencer Look” from the clones who are out there doing their thing (mostly) on Instagram, things ARE changing. Following my request for images of bloggers who’ve modelled for brands (those who are bloggers first and foremost, not models who do blogging on the side) you lot have come up trumps I’m pleased to say!
With some that I knew of already and some that were brought to my attention, I have a total of 19 older bloggers who have worked with brands on professional photo shoots to advertise or promote their fashion and beauty products.
These women are all incredibly inspirational. They’re all stunning. But I’d like to see even MORE diversity and to see this continue once the current pandemic is over… I’d hate to see the end of these sorts of shoots (I’ve done quite a few in my time) so please do let brands know that you appreciate seeing these gorgeous women!
The bloggers I’ve featured
This post could have been a LOT more photo-heavy than it already is; some bloggers had many, many beautiful photos to choose from but I’ve selected a few of my favourites. Everyone that sent me high-res images was included.
In terms of the brands who I think are doing great things to heighten the visibility of older women, it seems JD Williams is one of the brands at the forefront of using bloggers as models (as in my experience they pay decent fees so the bloggers aren’t being used as cheap alternatives to professional models). I’ve worked with them many times over the years, and at the end of this post I’ve included some of my own shoots from last year with them.
In the US, Cabi Clothing seem to be using regular women/bloggers a lot, as do Ara Shoes in Germany. In the UK, Look Fabulous Forever is a makeup and skincare brand that features bloggers regularly (my only criticism is that they never actually SAY that they use bloggers or tag them in, so no one knows that they’re not using professional models… they need to sort that out)!
At the end I’ve included myself – seems a bit vain, I know, but I’m proud of being a very-far-from-being-a-model type who has been asked to model for brands. I also included the Fantasie [lingerie] shoot that included myself and four other bloggers… my next post will be all about how I feel about myself and my body (at the age of nearly 48) to tie in with Fantasie’s “It’s Who I Am” campaign, so don’t miss that.
Thank you to all those who sent me images, I think you’re all amazing! Let’s hope this trend of using bloggers will continue once lockdowns are restricted and life goes back to ‘normal’…
Do you think brands are using regular women enough? Which brands do you think are leading the way in this new, more honest form of advertising, and which brands would benefit from using us more? Tell me in the comments!
Stay home, stay safe XOXO
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Alison, Wardrobe Oxygen | Brand: Cabi
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Anna, Anna’s Island Style | Brands: Look Fabulous Forever, JD Williams
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Annette, Lady of Style | Brands: Ara, Lebenlang Magazine
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Doro, Now Shine | Brand: Biotherm
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Judith, Style Crone | Brands: Andrea Li Jewelry, Trine Kryger Simonsen, Beauty Underground Magazine, Wendy Brandes
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Ashley, Lazy Daisy Jones | Brand: Femal
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Valerie, Visualise & Bloom | Brand: Look Fabulous Forever
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Laurie, Vanity & Me | Brands: Apricot, Look Fabulous Forever
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Nikki, 40 Not Frumpy | Brand: JD Williams
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Kimberly, Swoonworthy | Brand: Kaleidoscope
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Melanie, Bag and a Beret | Brand: Nordstrom
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Claire, Claire Justine | Brand: Marisota
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Lyn, Accidental Icon | Brand: Mango
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Sarah Jane, Saramai Jewels | Brand: Åhléns
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Sam, Lauren, Charlotte & Karen | Brand: Fantasie
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Catherine, Not Dressed As Lamb (me!) | Brands: Fantasie, JD Williams
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I absolutely love this post Catherine and its a honour to be amongst your selection, thank you so much x
Author
My absolute pleasure Valerie – LFF made a great choice asking you to model for them! x
Thank you so much for including me in this inspiring line-up Catherine. I’m so grateful for all that you provide within your blog – all of the info and do’s and don’ts for those who are learning about the big ol’ world of blogging. You were one of my first bloggers that I found when I was starting out and I see you as a mentor thanks to your years of experience. The opportunity of working with brands has been the icing on the cake for me as a hobby blogger and was an absolute joy to do.
Warmest wishes,
Anna x
Author
Anna you were one of the first bloggers who I saw that had landed a REALLY major campaign – I was so proud of you when I saw what you were doing with JDW! And thank you for those kind words, it was a pleasure to feature you xx
Beautiful women and amazing clothes <3 That pictures are really good inspiration for many of us! xx
Author
So glad you enjoyed the post, Rose! x
so many beautful women, brands and clothes. I love it a lot. very inspiring.
xoxo
tina from wimpernverlängerung salzburg
Author
Thank you Tina! x
Bravo! Very inspiring post. I’ve always loved how you’re such a cheerleader, Catherine, for mature women, REAL women, of every age and size. I’ve learned SO much about blog writing, photography and what fair pay and ethics in this business look like – and I know I’m not the only one. Keep up the GREAT work, you!
Author
Mary Katherine thank you!! I’m just so glad that something I championed/suggested four years ago is starting to come to fruition (I’m not saying it was because of me, just that it’s happening and it’s great). I know so much more can be done to make older women – and those all of shapes, sizes, colours and abilities – more visible in the media. Long may it grow and continue 😀
Catherine, this was a fabulous post. I often wonder if what I am doing is worth the time and effort and I only blog as a hobby, but it is a time consuming hobby. However, I feel, and your post confirms, that we are influencing a part of society that still gets overlooked. Even though I only have a couple hundred subscribers I am influencing that little corner of my world, reminding them that growing old doesn’t mean they can’t look fabulous. I love your blog and appreciate your fun style and lovely smile. Keep at it, hon! Thanks for the encouragement! – Amy
Author
Oh gosh Amy please don’t think that about hobby blogging – if you’re enjoying it then that’s what’s important… unfortunately it’s a hobby that comes with an optional side dish of validation and exposure on the internet so people feel pressured to make it “successful”. Fly fishing or stamp collecting are also hobbies that people love AND take up a lot of time and effort – fishermen/women and philatelists don’t worry about validation from others or “success” (except maybe a fish or two!) so think of blogging like that! Enjoyment should be the no.1 reason for doing it, that’s why I started mine. But I totally understand how pressure from others and seeing others doing the same left, right and centre does get a bit wearisome, especially if they seem to be making a “success” of it.
My measure of “success” (with anything in life) is reaching – or even part reaching – your goals and enjoying the process along the way. Anyway I think you’ve already said that you ARE enjoying it (wasn’t meaning to preach – just don’t want anyone else who’s reading this to think that their own blog/hobby might not be worth the time and effort!) so keep going and continue to enjoy the contact you’ve made with your readers… they appreciate you 100% for sure!!
Thank you for the lovely comments my love x
Love it Catherine!! Very inspirational. As a personal stylist I work with female entrepreneurs over 40 to help them look and feel confident every time they get dressed, so I just love this inspiring post, thank you!
Author
Carol that’s great to hear, thank you so much! x
Fantastic post. Real women. And it shows how diverse the blogosphere actually is.
Author
It IS diverse, Ratnamurti – let’s hope more brands continue to use all the different bloggers that are out there (rather than pushing the ones who look like typical model types all the time)…!
What a great post, Catherine. I loved reading it and seeing everyone’s style. I have some white trousers like Lyn’s for about 10 years and never knew how to style them, I do now 🙂 Thank you so much for featuring me too, such a great surprise. I am off now to pin all your photos and share your post. Thanks again, take care Claire xx
Author
Those white trousers with the braces look fabulous on Lyn, don’t they Claire?! Pleasure to feature you, thank you so much for sending the picture over! x
what an inspiring post! i love it! i love that we women can be stylish forever!
all of this has inspired me to move along with my fashion style posts! as well as not be afraid to take risks
I may be new, but not far behind…
xo Eva
Author
Ahhh the best way to do it is to just GO FOR IT, Eva… I actually waited far too long to tell anyone about my blog, I just quietly started and tried to make it perfect right the beginning. Nothing has to be perfect, mine is still far from perfect nine years later!
Many thanks for including me, C!
Great to see more women who are not models are being featured in campaigns these days.
I feel the line between “normal” women and models is fading and while it was all about beauty in the old days, consumers nowadays prefer character, individuality and often “outside the norm”.
xx Annette
Author
My pleasure, Annette – I had so many images to choose from for you! The line is definitely fading, you’re absolutely right… a lot of brands could learn a thing or two from these women, especially in the time of Covid and no one having access to a professional shoot set up! Food for thought…
Wow such a fabulous line up Catherine! I know some of these women but quite a few are new to me. Your post not only highlights excellent points, it’s also a visually glowing testament to using “real” women in campaigns. The women are all stunning! I think advertising agencies would benefit a great deal from reading this. Excellent work Catherine
Author
I’m so glad you’ve found some new bloggers, MT! I love the fact that regular women are being used more, there’s no doubt that it works in terms of relatability for the brands 😀
Totally awesome, Catherine!
Michelle
Author
So glad you think so, thanks Michelle x
This is so refreshing Catherine!! We all need to push this out to the public so more brands will get on board. I’m sharing everywhere!!
OXOX
Jodie
Author
Aww thanks Jodie! x
This is so great, Catherine! I love that you took the time to round up all of these amazing women! What a wonderful initiative and I am so glad that brands are shifting their focus to women over 40!
Shelbee
Author
Thank you Shelbee – let’s hope they continue to do so as they (we) are a still-as-yet untapped resource just waiting to be discovered! x
Oh wow ! So pleased to hear all these brands are actually using real women ! As usual a Fabulous And inspiring post Catherine .
Very proud to be on your list, thank you for writing!
Ash x
Ps isn’t accidental Icon gorgeous?
Xxx
Author
So proud to have you in there, Ashley my lovely! And yes, Lyn is fabulous. Let’s hope brands use her more in the future…!
Brilliant! This is such an amazing array of women over 40 Catherine. Proud to be amongst them. Thank you so much.
Author
My pleasure lovely Laurie – I hope you get to model more once life is back to normal as you looked so elegant in the photos! x
You look great Catherine. Keep glowing and sharing such amazing inspiration to all of us.!!
Author
Many thanks, Robbin!