Running head: OLD PEOPLE’S FASHION AS A SUBCULTURE
Old People’s Fashion as a Subculture
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University Affiliation
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OLD PEOPLE’S FASHION AS A SUBCULTURE
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Old People’s Fashion as a Subculture
Introduction
Over the years fashion has become a way of life for many people across the world that
we live in today. Fashion is something that started a long time ago and has only developed and
revolutionized itself into what it is today. Fashion can be described as an industry as well as a
culture in itself especially given the fact that fashion in it is a cultural construct. In this regard,
you find that within the culture of fashion there are some subcultures which have a set of
distinctive features setting them apart from one another. Keen fashion enthusiasts will tell you
about the various fashion subcultures such as grunge, minimalists, hippies, and punks
(Maddison, 2016). Hippies, Punks and gothic are some of the most popular subcultures in
fashion (Malviya, 2014). What most will forget to tell you is the old people subculture. In terms
of age there is the old age subculture and the youth subculture which has existed from history
and is most famous for attires such as large boots and a peaked cap which were mostly adorned
by youths or rather troublesome teenagers (Geoffrey, 1983)
Old People’s Fashion Subculture
In fashion, a subculture can be defined as a group of people that belong to a larger culture
but are set apart from them through a set of distinctive features which set them apart or in
opposition to the larger culture or other subcultures. Old people fashion is a fashion subculture in
itself given the fact that it possesses distinctive features such as a distinct gender, an ideology
behind it as well as a unique style that is different from what many people in the fashion industry
consider fashion in the modern times. The attires that are adorned with the old people subculture
are also distinctive in the feature since they are mostly understated clothes with muted colors in
the general sense.
Background
The fashion industry or the fashion culture consists of a very diverse group. There are
very many groups of people who work in the industry and also a very large group of people who
are consumers of the industry. This means that people come from very different ethnic lines,
religious backgrounds and affiliations all with the same desire to look fashionable in their way.
The fashion industry, as a result, has had to evolve to accommodate these various groups of
people who are in existence in the world. Given that the industry is very competitive, designers
have had to come up with different ways which they can appeal to the existing markets as well as
draw out new markets for the various fashion designs they come up with.
Over the years what has always been the norm is the fact that the runways where the
various designers in the fashion industry display their brands and clothes for the world to see are
filled by relatively young and beautiful models. Most of the super models in the world today
such as Kate Moss, Candice Swanepoel, and Claudia Schiffer had their start in the fashion
industry when they were very young and had managed to achieve great success over time. Some
such as Kate Moss began modeling when they were as young as fourteen years of age
(Berrington, 2014). These opportunities that they were accorded from a very young age gave
them something to live for, something to accomplish as well as potential to fulfill. Additionally,
they were at the time, the best and most suitable candidates to showcase the various fashion
brands that the designers were coming up with and make them appealing to the target markets.
Another irrefutable fact is that most of these models retired from the catwalk before even
attaining the age of thirty five. An accurate example is Gisele Bundchen who strutted her last at
the age of 34 (Miller, 2015). There was perceived negativity about the use of old models to show
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off what was considered fashionable at any given time and as such as soon as a model reached
what was considered her prime, the model was no longer accorded the opportunity to showcase
fashion brands. The fashion industry has changed and revolutionized in such a way that has made
the fashion designers and advertisers think outside the box
Analysis
It is no secret that the fashion industry is very competitive. As such trends change very
quickly such that something that was considered fashionable today could no longer be
fashionable tomorrow. Additionally, something that went out of fashion over a decade ago could
come back into fashion decades later depending on whether it appeals to a certain subculture.
Aging beauty is one such thing that has come back to be chic in the fashion industry. The fashion
industry made the realization that there could be some advantages for using old people as models
as well as their faces for some of the fashion brands. Many renowned fashion brands such as
Chanel, Gucci, and Loius Vuitton have made the realization that indeed the old age people are
indeed a subculture and as such, they should be catered to in every sense of fashion including the
manner of advertisement. Additionally, there are many benefits to be derived from both parties
out of recognizing the old age subculture and catering to it.
The old people subculture is quite unique due to its target market which is old people
who have very specific tastes and as a result the grouping of a subculture. For example, the
modern primitive subculture with its preferences in branding and keloids all which are unique to
that subculture alone (Mugleton, 2000). The subculture is similar to other subculture given the
fact that they serve a specific group of people with specific fashion preferences. It is different in
that most of the attire that appeals to the individuals within the subculture is not considered
fashionable by many and in more than one is in direct opposition from the mainstream fashion.
The old people subculture also borrows ideas from other subcultures in as far as attires and other
aspects are concerned. In this way, the identity of the old age subculture is formed through
fragmented and diverse sources (Rupert, 2003). The subculture has additionally developed to
accommodate other cultural contexts such as the different gender attires in some cultures.
Notable gender attire include widgies and bodgies as discussed by Rob White in his book
Australian experience of youth subcultures.
The Merits
The recognition of aging beauty has resulted in the creation of numerous job
opportunities for old people. Many fashion brands have used a number of old people as the faces
of some of their prominent brands. Notable examples include Joan Didion who was the face of
the French giant Celine and Angela Cansbury who was the magazine cover of a Cult style
magazine (Marriott, 2015). These two are both women in their old age who have been revitalized
and given a job opportunity where they are exposed to the work and also given a chance to eke
out a living. This opportunity is particularly good given the fact that most old people are mostly
retired and do not have a stable source of livelihood other than their dependents. Isn’t it a good
thing to look good and make some money out of it?
Another merit is the fact that old people fashion celebrates intelligence and substance.
Over the years many people have come to associate fashion with brainless bimbos given the fact
that most of the models that are used in the advertisements of fashion brands always appear
lacking intelligence in a number of ways. Once a commercial comes on the television displaying
an old woman with grey hair and wrinkles the first thing that comes to mind is the intelligence
that she possesses having lived that long a life. In addition, it brings her out as a woman of
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substance who should be emulated. It draws keen attention to the attire she is wearing given the
attributes that are associated with her.
Older people feel appreciated when they are considered in fashion. It is not often that old
people are considered when people are doing things on a normal day to day life. Many are often
neglected or quite simply left out as the younger adults go off to work or struggle to raise their
children. Recognition of old people fashion ensured that they are given the recognition that they
deserve, and as a result, many are left with a feeling of appreciation.
It also ensures that old people also have goals for their lives as well as opportunities
which they can explore. Many people once they retire or simply grow old cease to have goals
which they can aspire to attain. This is caused mainly by the lack of opportunities which they can
exploit. Old people, fashion gives them opportunities in the fashion industry as well as goals
such as beauty goals or work goals in the fashion industry specifically the old people subculture.
The subculture allows for the recognition of style and creativity. In fashion industry,
creativity is everything and like they say the spirit of creativity is timeless. Designing clothes that
are suitable for the old people subculture lends weight to the veracity of the aforementioned
statement. It is a positive morale builder for all inspired individuals young and old who have a
dream of making it in the fashion industry. It has lent importance to the concept of style over
pretty (Hebdige). If it is stylish get it. If you like it, wear it. Punks, minimalists and grunge all
have different style which they lke and they are comfortably identified with them (Attireclub,
2015). The same case applies for old people fashion.
Morale is very important in the society that we live in today. It can be the defining line
between making it in life and giving up. Old people, fashion is an inspiration in itself given the
fact that it helps young women in the society grow confident about aging and aging gracefully at
that. The young generation will now think forever young and joyful aging (Zhuravlyova, 2017)
As a result of it, many young women are less afraid to grow old. The negativity that is the false
belief that women are only beautiful when they are young is destroyed, and many of them are
given a new lease of life through watching old people who are fashionable, proud and also
beautiful of what they have grown into. It also prevents young women from sourcing for services
such as plastic surgery which is quite expensive and can also be risky procedures (Pletcher,
2015). Additionally, plastic surgery is an invention, and once someone goes through with it, they
rarely have a guarantee of what they will look like once they are finished. In most cases it is
irreversible. With fashion, you can change the look and it is pocket-friendly. The negativity, in
this case, is replaced with pride, enthusiasm, and creativity.
Conclusion
In conclusion, old people fashion is a force to reckon with in the fashion industry. It is
consistent with fashion artists who have a unique fashion sense as well as unique ages which
reflect on the type of clothes or attire that they fashion. This subculture has changed the
perception of fashion such that it has become the fact that it’s not about dressing differently but
rather looking at people differently. Old people are no longer treated as furniture to just sit
around the house and do nothing. They now have a sense of worth and a sense of
accomplishment within the fashion industry. Companies across the world have adopted this
subculture, and some have made it their specialty to deal with them. For example, Oldushka is a
model company founded in Russia that only hires models who are 45 years or older (Goff).
Another example is Ari Seth Cohen is a photographer and an author whose target is fashionable
age people (BoF, 2018). In this way, the individual beauty of old people is found within them
and displayed to others across the world. In this spirit, it is quite important that the fashion
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industry as a whole support the old people fashion. This is to be done through provision of job
opportunities, ensuring deigns suitable for old people subculture are readily available and
sourcing for suggestions and opinions from the old people. The subculture of old people is here
to stay and as such aging beauty is now a thing.
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References
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Geoffrey P. Hooligan, (1983). A history of respectable fears. London. Macmillan,
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Muggleton David. (2000) Inside Subculture: The postmodern meaning of style. Oxford: Berg
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