The problem: The fashion and beauty industry underrepresents middle-aged women
(40-60yrs), perpetuating societal norms that prioritize youthfulness. This leaves a
gap in authentic portrayals and fails to meet the desires of women in this
demographic to express individuality and vibrancy.
(40-60yrs), perpetuating societal norms that prioritize youthfulness. This leaves a
gap in authentic portrayals and fails to meet the desires of women in this
demographic to express individuality and vibrancy.
THE big idea: Redefine ageing by embracing the individuality and wisdom of midlife women, celebrating their enduring desire for joy, self-expression and honouring their playful spirit.
Creative concept: Rediscovering connection, embracing ageless girlhood
Through capturing a girly day out, this is a celebration of the midlife woman. This captures the unseen bonds of friendship and sisterhood as they navigate a unique turning point in life. Set within nature, it honours their re-discovery of self, embracing a slower, more intentional and fun way of living.
PHOTOGRAPHY & ART DIRECTION:
tHE OUTCOME:
