ARTFEED — Contemporary Art Intelligence

Ageism in Fashion: Over-60 Women Still Ignored in Editorials

opinion-review · 2026-04-27

Despite progress in TV and advertising, fashion editorials still exclude women over 60, reflecting deep-rooted ageism. The term 'ageism' was coined in 1969 by psychiatrist Robert Neil Butler to describe age-based discrimination. While TV series like 'Grace and Frankie' (starring Jane Fonda and Lily Tomlin) and Italian productions like 'Studio Battaglia' (with Lunetta Savino) feature older women, and brands like Gucci and H&M have included grey-haired models on runways, fashion editorials rarely depict women over 60. When they do, they are relegated to occasional 'glam white hair' roles. Press offices still provide images of models under 25. Even Zalando, which has embraced curvy and disabled models, struggles to include over-60 women. This ignores the spending power of women in their 50s and beyond, a potentially fatal oversight for the industry.

Key facts

  • The term 'ageism' was introduced in 1969 by psychiatrist Robert Neil Butler.
  • TV series 'Grace and Frankie' features octogenarian Jane Fonda and Lily Tomlin.
  • Italian series 'Studio Battaglia' stars Lunetta Savino as a lawyer over 60.
  • Gucci and H&M have included grey-haired models in their shows.
  • Fashion editorials rarely feature women over 60, and when they do, it's for special occasions.
  • Press offices of fashion companies still provide images of models under 25 on average.
  • Zalando has included curvy and disabled models but not over-60 women.
  • The article argues that ignoring older women's spending power is a fatal mistake for fashion.
  • Influencer Vale Grey Model (Valeria Sechi) appeared in a Pantene ad with Chiara Ferragni.
  • Elisabetta Dessy, former athlete and model, has a second career in campaigns and magazine covers.

Entities

Artists

  • Robert Neil Butler
  • Jane Fonda
  • Lily Tomlin
  • Lunetta Savino
  • Valeria Sechi (Vale Grey Model)
  • Chiara Ferragni
  • Elisabetta Dessy
  • Viviana Musumeci

Institutions

  • Artribune
  • Gucci
  • H&M
  • Zalando
  • Pantene
  • Cocooners
  • Gaiazoe.life

Locations

  • Italy
  • United States

Sources