We decided to check out some of the sites that pop up when you Google “clothing for mature women.” We knew what stores would show up: Johnny Appleseed, Pueblo Trader, Chadwick, Chico’s, and so on. Surprised? No. Then we looked at the models and oh, yes, younger women wearing “older mature women styles.” The one exception we found was Chico’s.
With all of the focus on discrimination against women of color, women of size and women of age, isn’t it about time for a change in this kind of advertising? Does a twenty-something young model, wearing a white long sleeve shirt, make us buy it more than a fifty-five year old model? We don’t think so.
We get no benefit from Chico’s but, to their credit, they feature attractive mature women, modeling mostly wearable clothes. Chico’s has never positioned itself other than what it is, but other retailers still try to appeal to the conservative dresser of any age.
Since we were there, we thought we would share a blog post from Chico’s about their spring line, featuring Cindy Joseph. Read the comments from women who appreciate that being mature is not the end of the line! Good work Chico’s:
https://insidechic.chicos.com/hello-im/hello-im-cindy-joseph/
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