Ceri Wheeldon of Fab after Fifty interviews Jacynth Bassett , founder of online pro-age premium online boutique

the Bias-Cut.com

In this episode we chat about ageism in the fashion industry

Why retailers and designers fail to cater for women over 50.

Why some retailers are now recognising the spending power of women over 50

Why 'rules' of what to wear over 50 are outdated

What items are the best investment pieces for women over 50

Where we can find style inspiration over 50

How to best shop online for clothes

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Full transcript:

[00:00:04] I'm Ceri Wheeldon. Welcome to the Fab after Fifty podcast. Leading the pro age conversation talking about all things life after 50.

 

[00:00:16] I have with me today my special guest Jacynth Bassett . Jacynth is the founder of the first pro age online premium fashion boutique the bias-cut.com. And she's also fighting ageism.  She's an ageism fighting trailblazer. Hello and welcome to Fab after 50.

 

[00:00:35] Hi Ceri. It's a pleasure to be talking to you.

 

[00:00:38] Now I know we've had lots of conversations haven't we  away from this podcast about how the fashion industry hasn't really caught up with reality how women over 50 actually see ourselves and how we like to dress today.

 

[00:00:50] Yes. Yeah well I mean I think we're seeing it slowly changing I think largely because the fashion industry is cottoning on to the fact that midlife women have disposable income but it's still very gradual and it's all quite tokenistic and I think even when we see older women featured in campaigns because we are seeing that a bit more now, we are,

 

[00:01:19] There are more than when I first started.

 

[00:01:20] Yes. And same with me. And so it is getting there. But if we notice they often the models beautiful as they are often look the same. They are often quite tall slim Caucasian with silver hair and a lot of women over 50 are not like that. And additionally as I often say to brand that's the thing that the issue is not just about featuring that woman in a campaign it's got to be authentic and understanding that customer has to be in every aspect of the business. So often you might for example go online and I've seen an older woman the campaign put their whole website is still using younger models. And you've also got the fact that a lot of there's also the lack of understanding of the customer in terms of her body shape her lifestyle. So you can say you're catering to women all you want by putting in an older model in it but doesn't mean actually that the average older woman over 50 wants to want to wear these clothes and that it will really understand her figure. So it is really a deeper issue than the way the fashion industry is treating it right now.

 

[00:02:26] Yes and actually interestingly enough I received a press release today from somebody that these dresses that we know are great for older women as well.

 

[00:02:33] Well I'd wear them as tops together but I think it's so short I might wear a tunic top that is no way I feel out in that particular sort of style.

 

[00:02:41] I mean would be. Exactly. And it's completely misunderstanding really the fact that women want to dress stylishly. They want to feel confident feel contemporary. But it doesn't mean they're going to suddenly wear everything that 20 year olds wear or in the same way that she would wear. And as you say I mean there's often I find it with designers they almost look at me with sort of shock when I say but this isn't going to work. Maybe it's the neckline or you know something to do with it's unflattering around the middle and they just don't understand it. And it's unfortunate it comes down to the fact that there's still I think a lot of it is rooted in education. But even designers at fashion school a lot of them are still only really designing for younger women so they don't understand that there is a different customer out there and that they need to be catered to in a slightly different way.