It could take a 100-year-old social media star like Iris Apfel to help solve the fashion industry’s multibillion-dollar, age-old problem, writes Damien Woolnough
It could take a 100-year-old social media star to help solve the fashion industry’s multibillion-dollar, age-old problem.show that ignoring older customers could cost clothing manufacturers $20 billion by 2040, so fast-fashion giant H&M is hoping to dent that figure by collaborating with stylish centenarian Iris Apfel on a range of clothing and accessories, available in Australia and online this month.
The Iris Apfel x H&M collection is a rare example of brands taking their eyes off teenagers, turning to cashed-up customers with the strength to blow out more than 40 candles on a birthday cake. Australian labels such as Scanlan Theodore, where dresses do not go above a size 12, are barriers to greater age inclusivity, along with details incorporated into many designs.
Hush commends local label Camilla and Marc, where dresses stop at a size 14, for embracing the mature-model movement and placing 66-year-old Heather Inwood and 56-year-old US supermodel Paulina Porizkova in recent campaigns. This month’s Melbourne Fashion Festival and international ready-to-wear shows also featured older models on the runway.
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