A few hours ago Rick Owens' fashion show took place in Paris: both 20-year-old models and women over 40 and 50 took to the catwalk. We explain why after this gesture we are sure that soon everyone will understand: maturity is the new black, and age is no longer taboo topic.
One of the most painful topics for women (and even for men, although they talk about it even less) is age. It is not customary to talk about him, they are afraid of him, ashamed and often try to hide him. At the same time, it is impossible to say that society ignores the topic at all: for cosmetic companies, anti-aging product lines bring significant income, which they are not going to give up. But we must give it credit, presenting anti-aging serum is the name of aged women. True, their faces and bodies undergo so much retouching that L'Oréal Age Perfect Pro-Calcium cream is advertised not by 68-year-old Diane Keaton, but by 48-year-old.
Against this background, Nars and Marc Jacobs Beauty look even smarter: they chose 60-year-olds Jessica Lange and Charlotte Rampling as their representatives. It is decorative cosmetics that are always or almost always advertised on young and fresh ones: it is technically difficult to demonstrate shadows or lipstick on mature faces of the company, and to a consumer who is accustomed to "soapy" skin and eyelashes up to eyebrows - to accept. The unanimity of Nars and MJB breaks the pattern, and that it is possible to look beautiful at any age is perceived as innovation - although it should not even be questioned.
Ari Seth Cohen talked about this back in 2008. His blog Advanced Style, about nicely dressed and handsome mature New Yorkers, blew up themed sites and Facebook three or four years ago. Yes, and now in the tape no, no, yes, and will appear "I want to look like this in old age." Despite such a hype, society's attitude towards age has not softened too much: firstly, one should not overestimate the scale of the audience of streetstyle blogs, and secondly, a blog with such intonations is too gentle for a phenomenon that can break that very template. But lookbooks and shows in this sense look much more influential: at one time, the Bernhard Willhelm lookbook with completely elderly models and the most beautiful 62-year-old American Apparel model, who has been working with the brand for three years, made everyone talk about age in the context of beauty, and not fear of death.
Society does not like to think and reflects only if the trigger - clumsy and violating the comfort zone - is thrust under its nose. And it is better if this is done by someone who is in plain sight - or in the sight of at least that part of society that is especially strict and utilitarian about appearance and forms the concept of beauty for the rest. American Apparel, Willhelm, Owens, Nars and Marc Jacobs Beauty have done just that. Nobody is used to seeing people who are not thin and not young on the catwalk and in advertising, but in the end it will become the norm.
the photo: American Apparel