London lawyer Diana DAloisio is 59 years old and has decided to start a new career as a model.
She wants to show the fashion industry that women over the age of 30 exist.
Fighting an industry that she says perpetuates ageism, Diana wants fashion brands to know theyre missing out on a valuable market.
There are now around 20 million over 55s in the UK – one in three of the population. Over 50s already account for about 47% of all UK consumer spending, so brands ignore mature customers at their own peril.
Diana says that modelling for her is the most visible way to break down the age barrier.
She is now working with charities such as Age UK and will be donating money that she earns from her modelling gigs to them.
From the models on the catwalk to the models in the fashion features and adverts, youd be forgiven for thinking that clothes are only designed for teenagers and people in their twenties. Its as if women my age arent meant to wear fashion clothes, she tells Metro.co.uk.
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The fashion and beauty industries put people on the scrap heap when they start to age after we have invested as loyal customers for all those years.
I love fashion and love to dress up and make people feel good. I want to make the point that age doesnt matter when it comes to modelling. I want to make people feel that if I can wear these clothes so can they.
After being turned down by countless modelling agencies, Diana decided her best bet was to turn to social media and started an Instagram page where she poses in her favourite outfits and tries to give tips to her audience on dressing at any age.
Since setting up her page, she finally got a break modelling for a couple of small brands. However, She still hasnt had any interest from any of the high street retailers she contacted.
We have to start somewhere to tackle ageism, she adds, and in the field of fashion and beauty where women become invisible after a certain age, its especially important.
We feel that these shops are saying you have no value after a certain age.
Im inviting clothing brands to work with us to welcome older women back, make us feel wanted, and the first step is to stop erasing women my age from your models and advertising.
In other cultures ageing is celebrated, she adds. In Japan, it is celebrated as your second childhood. And so it should be.
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