Gen X: Ageless Aspirations
Published 07 August 2024
Gen Xers are ripping up the rulebook on what it means to ‘look your age,’ defying decade stereotypes and adopting more positive mindsets around ageing. In fashion and beauty, there’s myriad opportunity for brands to explore by decentering age-based categorisation, eschewing labels in favour of a more fluid and personalised approach.
Supermodel Star Power
Gen X’s Cultural Kudos
Defying the Decades
The aspirational appeal of 1990s supermodels (and other era-defining icons) cannot be understated, with their enduring star power adding timeless, trusted prestige to campaigns and collaborations. Elsewhere, these icons’ own-brand endeavours build on a continued fascination with their public personas and trademark looks, all with a conscious emphasis on addressing the needs, concerns and tastes of Gen Xers.
The aspirational appeal of 1990s supermodels (and other era-defining icons) cannot be understated, with their enduring star power adding timeless, trusted prestige to campaigns and collaborations. Elsewhere, these icons’ own-brand endeavours build on a continued fascination with their public personas and trademark looks, all with a conscious emphasis on addressing the needs, concerns and tastes of Gen Xers.
An industry-wide fascination with the 1990s and early 2000s has provided brands with ample opportunity to earn cultural credibility with younger consumers via strategic Gen X team-ups. Harnessing nostalgia, kitsch and an indie cool factor, the 40-plus set have quickly become in-demand influencers and brand partners with the ability to reach myriad age groups beyond their own.
As the stigma around visible ageing dissipates amongst older consumers, brands and consumers alike are reframing expectations about getting older – and what that looks like. A move away from anti-ageing messaging sees an increase in beauty products that work with rather than against the signs of ageing. Meanwhile, new over-40 fashion icons championing sartorial signatures with wide-reaching appeal are forged.
Gen X: Ageless Aspirations
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