Posted on January 11 2018
Welcome to the 2018 Summer Series and what a scorcher this Summer is turning out to be! I was talking to a dear friend just yesterday who said it was 47 degrees (Celsius) where she lives in Sydney! What the heck! That's nearly halfway to boiling....
Wherever you are, I hope you're keeping cool and here's a great excuse to pour yourself a long cold drink of whatever you like, sit under the air con and have some chill time.
I'm going to start the 2018 Summer Series by doing a few blogs on one of the fashion industries most dirty words - AGEING, yes fashion industry, shock horror, it's actually a real thing and (unbelievably I know) it happens to EVERYONE.
Actually when you think about it it's as natural as being born isn't it?
Yet we're led to believe from our most youngest years that it's a terrible outcome to our life, especially for women. It seems that every form of media is plugging some ANTI-ageing product or procedure. And why wouldn't they? It's a billion dollar business. But, as we age in this new millennium I strongly believe that the tides are slowly turning.
During the time I've been building the Everybody Sun & Swimwear brand one of the most important values so near and dear to me was to keep it real so that you knew your age was what made you wonderful. I can tell you now, it's not always been easy. When looking for a model aged between 38 and 50 I was told:
"It's not a good Idea to go with one that isn't around 15 years younger than your target market. Otherwise your customers won't aspire to her.'
For a split second I almost caved in because up until very recently, and by recently I mean the last 5 years, when clothes shopping this would be the 'norm':
You go to your favourite brands website, shop or receive their catalogue and even though they're trying to sell to you, the clothes are designed for women of our age, the model they use is size 6 and 18 years old. Please understand I'm not having a go at the model, she's doing her job...but I mean REALLY?? Do you want me to buy from you or just feel completely crappy because I'm size 14 and 47?
It was this very experience that made me stick to my original passion to KEEP IT REAL.
The great news is slowly I'm starting to see other brands really take on the same idea and present their products in a realistic way. One cosmetics brand BOOM by Cindy Joseph is really taking it head-on. They're calling it the PRO-ageing revolution. Another great brand that's moving with the times is the Australian underwear company Berlei with their It's time to be kind campaign
But when it comes to womens swimwear and sun protection clothing it's still a minefield of scantly clad teenagers both in promotion and design. That is one of the reasons I chose to start in the first place.
Now don't get me wrong, I've got nothing against taking care of yourself on every level. Good health, wine and food are as much a part of my life as my four children. In fact I encourage you to find the very things that make you feel ALIVE and do them regularly because that's what will make you shine from the inside and because you feel good you'll look great, no matter what age you are.
So lets all join the pro-age revolution and learn to love ourselves as we age for we all know that for every lump bump and wrinkle there's a story. And please, if you would like to share your story or thoughts with me about anything go ahead and write it in the comments. I love to hear from you!
Until next time xoKatrina