The wish for a return to the 1990s has become a reassuring phrase for many. But for older female models yearning to reclaim their spotlight in an industry changed by the pandemic, these days seem far away. The Guardian takes a deep dive into how an increased focus on safe, predictable marketability is threatening their return to the fashion stage.
1. COVID and Its Impact on the Fashion Industry
Collapsing Economy
- COVID has had a drastic effect on the fashion industry, with many brands struggling to stay open.
- Several retailers have been forced to close due to economic issues brought about by the pandemic.
- The closure of stores and services across the nation has had an immense impact on the clothing industry.
- Sales have plummeted as consumers curb their spending, and thousands of jobs have been lost.
Digitalization Revolution
- As a result of this, many brands are looking to digitalization as a way of staying in business.
- Online retailing has increased worldwide, and many companies have adapted to online selling.
- New technologies like augmented reality, subscription boxes, and AI-driven personal stylist recommendation have provided a unique shopping experience for customers.
- Brands have also embraced content curation, from Instagram takeovers to fashion show streaming, to reach out to their audiences.
2. The Forgotten Faces of the 90s
The faces of the 90s are often times forgotten – overshadowed by the modern, wide-eyed expressions of the 21st Century. But looking back, the legends of that era created an impact that has left an indelible impression.
From the fashion to the music, the signature looks that graced our screens left an unforgettable memory. Here’s a few of the most unforgettable characters of the decade:
- Aaliyah – A pioneer of RnB, the late Aaliyah created an enchanting and unique sound that utilized her strong and beautiful voice.
- Winona Ryder – Arguably one of the most recognizable actresses of the 90s, her sombre eyes were hard to forget!
- Hanson – Those three brothers from Oklahoma brought some of the catchiest songs of the era. ‘MMMBop’, anyone?
From that list, you can tell there were so many figures that created a lasting impression amongst fans. The 90s era certainly wasn’t forgotten; it’s the legacy that continues to live on.
3. The Comeback of Older Female Models
In a world constantly seeking out the “it girl”, the spotlight this past year shifted away from the young up-and-comers to the ladies that have been around the block one-too-many times. Older female models saw a return from the shadows, no longer having to take a backseat to the starlets of the day.
The return of the older models brought with it an air of confidence that had been lacking from the world of modelling. Armed with the knowledge of years of experience, these veterans took their rightful place on the runway, magazine covers and cameras. Breaking the industry standard, age was just a number as the seasoned stars donned barely-there lingerie, editorial pieces and couture gowns.
- Allyson Chalmers: Curtailing the industry’s standards, she stepped off the sidelines back into her rightful position on the covers of Vogue and Harper’s Bazaar.
- Daphne Selfe: Proving age is just a number, at 90 years old she was still gracing the covers of fashion magazines.
- Venus Öhrström: Making her comeback at age 81, she marked her return with the Wes Gordon campaign.
4. Stylistic Reversion in the Post-Pandemic Market
The COVID-19 pandemic upended the market in unimaginable ways. On the flip side, it also opened doors for creative thinkers to reimagine their industries. The landscape of the post-pandemic market has a strange mix of the old and the new. Many of these changes may be here to stay. Here are a few stylistic reversion trends in the new economy.
- Accelerated Adoption of Technology – The pandemic drove digital transformation at an unprecedented rate. Companies that didn’t invest in technologies like cloud computing are paying the price now. Innovations that used to take years of planning are now being rolled out in months.
- The Multichannel Approach – Today, customers expect businesses to be available to them through different channels. Embracing newer technologies like AI and Chatbots can help companies reach out to customers through various channels such as email, chat, and social media.
- Ecommerce Everywhere – Ecommerce has blossomed in the last few months. More and more brick and mortar stores are making their way online. This trend will only continue as businesses are embracing the convenience of remote shopping.
- Greater Focus on Experience – The new economy has opened up more opportunities for businesses to provide experiences that are tailored to the individual. Companies are leveraging personalized content, adaptive algorithms, and one-on-one customer engagement to make customers feel more valued.
The post-pandemic market will be driven by a mix of the old and the new. Businesses that are able to adapt to changing market trends and capitalize on them will come out on top. We have to be ready to expect the unexpected and innovate while we embrace the old.
As the fashion industry continues to grapple with the seismic changes brought about by the Covid-19 pandemic, it remains to be seen whether the cosmetic industry will reach out and welcome older female models back with open arms, or whether this new trend for playing it safe will remain the status quo. Whatever the future holds, it’s clear that ‘We’re back to the 90s’, and for older female models, that means treading familiar ground in their quest for meaningful work.
