The cast of And Just Like That is the same age as the cast of The Golden Girls was when the show … [+]
What does it mean to be an “older” woman in 2022? A meme comparing The Golden Girls to And Just Like That went viral recently when fans realized the characters in the SATC reboot are the same age as Blanche and the girls were in The Golden Girls back in the 80s.
Whether this marks progress or more pressure on women to look young well into their 50s is arguable. But AJLT does support the narrative that women in their 50s are not one thing. They are sexy, live full lives and have unique wants and needs.
Perhaps the most exciting thing about the show was that the characters’ wardrobes were just as interesting as they were on Sex in the City. The fact that women do not lose their sense of style after their 50th birthday was on full display.
On and off screen, women want to look and feel their best at every phase and life. And, at last, some brands are recognizing older women as the significant customer base that they are—after all, women between 55 and 64 spend more money on clothing than any other age group.
Here are a few standouts that are hearing the needs of mature women, designing products for them, and representing them beautifully across their social feeds.
Bells & Becks tassel mules in mustard, $175 (down from $355)
Bells & Becks
This line of handcrafted Italian leather footwear is designed for women who are unwilling to compromise when it comes to looking chic and feeling comfortable. With shoes ranging from understated, elegant flats to bold tasseled mules and ultra-wearable pumps that are anything but frumpy, the brand sells only direct from their website to offer designer quality for nearly 40% less. Fun fact: Bells & Becks is also a second act women-owned business started by a fast fashion retail executive who discovered her passion for slow, small batch, artisan footwear and never looked back (read more here!).
A screen shot of @enzied applying @iliabeauty Super Serum Skin Tint SPF 40.
This clean beauty brand offers makeup-meets-skincare at it’s finest for the ultimate glowy “no-makeup” makeup look. It’s easy to love the line’s minimal, purposeful and curated ingredients meant to enhance your skin, not cover it up. What really sets Ilia apart, though, is its reputation for showcasing real, diverse women of all ages across its marketing and social media, so you can actually feel recognized—and represented. How refreshing is that? Holy grail products include a lightweight tinted serum and a cult favorite, smudge-proof mascara.
Gillean McLeod wears a green cashmere Frances Austen sweater.
These sweaters are made of the absolute best cashmere and silk, and designed to be passed down to your grandchildren. The founder’s grandmother did just that, making her take notice of the high-quality yarn and craftsmanship necessary to create an heirloom. With designs perfect for a timeless, curated capsule wardrobe, you can expect ultra-soft sweaters that won’t pill. Plus—bonus points—the brand features models of various ages across their marketing.
A gray-haired model poses on Eileen Fisher’s Instagram page.
The OG of sustainable, high-quality staples designed for real women, Eileen Fisher has elevated basics in linen, silk and organic cotton that will always be in style, season after season. With easy, breezy designs that can be dressed up or down with sparkle or sneakers, it’s hard to go wrong when dressing for work, play, home or travel. Another newer brand producing solid wardrobe staples including trousers, dresses and outerwear is Modern Citizen, which offers fitted silhouettes, and a more approachable price point for many women.
A mature model with long hair poses for Better Not Younger.
Better Not Younger
This hair care line caters older women’s haircare needs and celebrates the idea of aging gracefully rather than looking younger. It’s another second-act venture from a woman who spent years working for major beauty brands, where she saw firsthand just how much the industry overlooked older women. Popular products include a root-lifting thickening spray, restorative moisture masks and a brightening shampoo designed with silver hair in mind.
Twisted Gold saddle bag in taupe, $645
Alexis Bittar sold his namesake jewelry brand in 2015, and bought it back in 2021. His was one of the earliest brands to use mature and diverse models—scrolling the website you won’t find the traditionally ultra-thin, white model-type, which the designer says he’s never liked. “Being comfortable with who you are is the goal,” he says. Read more about his new handbag collection here!