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Video Editor: Sandeep Suman
Video Producer: Aastha Gulati
Ageism is defined as the ‘stereotyping, prejudice, and discrimination against people on the basis of their age’. However, one cannot stop ageing. Ageing is a natural process. But we can certainly stop ageism, can’t we?
As a 50+ model, or ‘mature model’ based in Mumbai, I have faced ageism on several occasions. Tired of this discrimination, I started a petition called #AgeNotCage, urging Zivame, the largest lingerie e-store in India, to include mature models in their media and advertising.
I listed Zivame as a decision-maker given their reach. If they show mature models modelling their lingerie, it would be a big step in crushing ageism.
Several brands who have displayed interest in my profile and portfolio in the past make excuses against hiring me after knowing my age. For example, a start-up reached out to me on Instagram, but the moment they learned of my age, they replied, ‘No, we wanted someone to model Western dresses, but you are in your 50s.’
Another start-up wanted a model for their lingerie line but after knowing my age, asked, ‘Ma'am, how will you wear fancy and lacey lingerie?’
Unfortunately, while rampant in the modelling industry, ageism is not limited to it alone. When I decided to work after taking a break for a few years, I applied to become a pre-primary teacher. Several schools that I had applied to never responded. I then got to know that to be a pre-primary teacher, the school expects that a teacher be active and on her toes continuously. I wonder, what’s age got to do with my agility?
In fact, I feel, women should draw inspiration from women like Helena Schargel, a 79-year-old lingerie model from Brazil, who came out of retirement to increase older women’s visibility in the fashion industry.
I believe media representation has got a lot to do with how roles of older women are perceived.
I feel ads should show more. Media can do a lot more to bring awareness towards ageism and can break the ageist norms of beauty. Luckily, as I had hoped, Zivame responded to my petition.
I wish that India’s inner-wear industry, and even the fashion industry, changes their outlook towards mature models. After all, isn’t age just a number?
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Published: 27 Oct 2020,07:08 PM IST