The fashion media is arguably the worst offender of gender-based ageism, with few 50+ women gracing the covers of fashion magazines. By not celebrating older women, fashion contributes to a culture where older women feel ignored, irrelevant and undervalued.
L’Oreal Paris has always believed every woman is worth it, at every age. We wanted to disrupt negative attitudes towards ageing by addressing the issue at source; creating a fashion and beauty universe of women 50+ with fashion’s most powerful influencer, Vogue. And we did it by creating a completely separate issue called, "The Non-Issue".
“The Non-Issue” launched via influencer social activity, starting from 3rd April 2019. Edward Enninful and shared the age-positive statement and Jane Fonda cover shot with his 945k followers around the world; soon Naomi Campbell followed, posting her Mum’s photograph from the publication. It hit shelves across the UK on 5th April as a supplement to the May 2019 issue. It was everything you’d expect of Vogue: 80 pages of aspirational fashion, informative editorial. Except the content was made by and dedicated to women 50+.
We published an issue of Vogue created by and dedicated to women over 50 with the aim to solidify that age should no longer be an issue in culture. It racked up a couple Lions and 20+ shiny things.