Zara's New Campaign Ad Feature Only Women Over 40
When you enter a Zara store you are most likely to see a 20-25 year olds looking for sophisticated clothes. The popular clothing store is taking a step to appeal to a new audience, and that is women over 40. Zara is using a new collection called "Timeless" that will only feature models over 40. The women's Fall and Winter 2017 collection are filled with sweaters, leather shirts, and all other outerwear pieces.
Zara's campaign makes a strong statement that its clothes are for everyone, and they also bring light to the topic of ageism in the fashion industry. There are barely any professional models past 40 working. According to Glamour magazine, the age group most likely to spend the most money on clothes is between the ages of 55-64. Even with these facts, there are barely any models older then 40 representing this age group and fashion are not really made with them in mind.
Malgosia Bela, Kristina de Coninck, and Yasmin Warsame were the models featured in the campaign. For part of the campaign, the women were asked about how getting older has changed their style.
"I prefer myself so much better now than ten years ago or 20 years ago," Bela said. "Obviously it would be nice not to get old and ugly, but the mental process is only for the better. So, it's a paradox: more confidence, and you are getting old. But it's...I kind of like it."
Check out some photos from the campaign below.