Let's talk about age inclusion in fashion. Fashion is something that should be loved and explored by all ages. I asked our PR & Growth Experts: What can brands do to engage older generations in fashion? How can brands create more inclusive lines and collections? How can brands engage people of all ages in their campaigns?

Here is the insight from our experts.

• Representation matters
• Ageless fashion is the next big cash cow
• Age inclusion in fashion is a major untapped ROI opportunity
• Try an email marketing strategy with specific segmentation by age.
• Multi-generational narratives create deeper emotional connections
• Design around universal life moments and occasions
• Address the needs to be rewarded with loyalty
• Design with sensory needs in mind
• Push for design meetings with people across three generations
• Make people feel seen, beautiful, and alive
• Keyword targeting based on their style interests, search habits, and pain points, not age

Representation matters

Emily Reynolds-Bergh, Owner at R Public Relations

"Representation matters, especially in the fashion industry. Brands should strive to showcase many different size, shapes, ages, and skin tones in their marketing campaigns, on their website, and on social media. Additionally, it can be beneficial to work with different types of fit models to ensure clothing with wide size ranges fit many different body types well. These days, consumers are looking for authenticity from brands. They don’t want lip service–they want brands to practice what they preach from product inception to launch."

Ageless fashion is the next big cash cow

Dr Trenice Brinkley, Publicist at Two Queens Media

"Well bless it, it’s about time the fashion world realized that style don’t stop at 30 or 40, 50, or 75 for that matter. As a publicist, let me tell you: ageless fashion is the next big cash cow, and brands would be plumb foolish not to hop on this opportunity. Older generations got coins and confidence, baby. They’re not shopping for trends, they’re shopping for timeless, quality pieces that still make 'em feel like they stepped out of Vogue with a vengeance.

Brands need to stop treating mature consumers like afterthoughts and start designing collections that celebrate seasoned style, not just accommodate it.

Want to win? Create inclusive lines with better fit, comfort and flair, no more boxy cuts and boring beige. Highlight radiant, real people in campaigns, silver hair, laugh lines, and all. Partner with fabulous fashionistas over 50 and let them show the world that style is ageless. Engage audiences across the lifespan by telling stories that resonate. Style ain't just for the young, it's for the bold. And honey, nobody wears bold better than a woman who knows exactly who she is. So yes, fashion brands: it’s time to grow up and glow up with your audience."

Age inclusion in fashion is a major untapped ROI opportunity

Lori Appleman, Co-Founder at Redline Minds

"After 25 years in ecommerce, I've observed that age inclusion in fashion represents a major untapped ROI opportunity. Many brands leave substantial money on the table by focusing narrowly on younger demographics while ignoring the significant purchasing power of older consumers.

The data shows social commerce is particularly promising for age inclusion. With Americans spending 2-3 hours daily on social platforms, brands can leverage this by featuring diverse age representation in their marketing. I've seen clients achieve 30% higher engagement rates when they showcase models across age ranges rather than just 20-somethings.

Detailed product information is crucial for engaging older shoppers. Beyond size and color, include comprehensive care instructions and high-quality images showing fine details. Video content showing real people of various ages wearing and styling items performs exceptionally well, especially authentic user-generated content rather than overproduced marketing.

The sustainability trend actually bridges generational gaps effectively. My clients who've implemented transparent supply chains and eco-friendly packaging have attracted both environmentally-conscious younger shoppers and older customers who value quality and ethical production. The key is authenticity - vague claims about donations won't cut it, but genuine values-based approaches resonate across all age demographics."

Try an email marketing strategy with specific segmentation by age.

Adam Bocik, Partner at Evergreen Results

"As the founder of a digital marketing agency working with active lifestyle brands, I've seen how age inclusion creates powerful growth opportunities. The outdoor and wellness industries often fall into the trap of exclusively tatgeting younger demographics, but our most successful clients accept multi-generational marketing approaches.

One outdoor apparel client we worked with saw a 35% increase in revenue after we helped them redesign their email marketing strategy to include specific segmentation by age and experience level. Rather than assuming older customers weren't interested in performance gear, we created content showcasing active seniors using their products in authentic settings and featuring user-generated content from customers across age ranges.

For brands looking to become more age-inclusive, I recommend starting with your visual content. Our performance media campaigns that feature diverse age representation consistently outperform youth-focused imagery. We've found success helping brands showcase the emotional benefits of their products—connection, trip, self-expression—which resonate across generations rather than focusing solely on performance metrics that might alienate certain age groups.

The biggest missed opportunity I see is in the storytelling approach. Brands can leverage the rich experiences of older customers through community-building initiatives. When we helped a client create a brand ambassador program that deliberately included enthusiasts in their 50s-70s alongside younger advocates, they saw engagement rates double on those campaign assets compared to their previous youth-centered approach."

Multi-generational narratives create deeper emotional connections

Milan Kordestani, CEO at Ankord Media

"Age inclusion in fashion is something I've seen through Ankord Media's branding work with clients across industries. When we approach brand storytelling, we've found that multi-generational narratives create deeper emotional connections with audiences.

One of our most successful branding projects involved reimagining a client's design language to resonate across age demographics. Rather than age-specific collections, we developed a brand identity built around values and lifestyle that transcended age entirely. The results showed a 27% increase in engagement from previously untapped older demographics.

From a UX/UI perspective, fashion brands should prioritize inclusive digital experiences. At Ankord, we've implemented accessibility features that serve older shoppers—larger text options, simplified navigation, and contrast settings—while maintaining brand aesthetics. These practical considerations signal respect for all age groups without creating segregated "senior collections."

The most overlooked opportunity I see is authentic brand journalism that features diverse age representation. Our content strategies now include personal stories from fashion enthusiasts across multiple generations, creating richer brand narratives that position clothing as tools for self-expression at any life stage. The ageless approach isn't just inclusive—it's a significant market advantage for brands willing to break free from youth-centric thinking."

Design around universal life moments and occasions

Divyansh Agarwal, Founder at Webyansh

"As a web designer focused on creating emotionally engaging experiences, I've observed how fashion websites often miss a massive opportunity with age inclusivity. When designing for clients in the fashion e-commerce space, I've seen conversion rates increase by 30-40% when we specifically engineered interfaces that appeal across generational lines.

The most impactful approach I've implemented is what I call "scenario-based" rather than "demographic-based" design. Instead of creating sections like "for seniors" or "youth collections," we design around universal life moments and occasions. For example, on a recent fashion e-commerce project, we created visual stories around "celebration wear" that featured models from 20 to 70, all styled with equal sophistication.

On the technical side, fashion brands should invest in thoughtfully designed filtering systems. I recently built a Webflow site for a fashion client where we implemented multi-layered filters that never included age but instead used fit preferences, comfort priorities, and style sensibilities - attributes that transcend age but still help people find what works for their bodies.

The most overlooked opportunity is in micro-interactions and animations. When designing for a fashion client's "virtual try-on" feature, we created subtle, intuitive interface animations that were tested with users aged 18-75. The older users actually engaged more deeply with these features than younger counterparts once the interactions were designed with universal usability principles rather than assumed tech-savviness."

Address the needs to be rewarded with loyalty

Danilo Coviello, Digital Marketing Specialist & Founding Partner at Espresso Translations

"The fashion brands tend to take a wrong turn when it comes to appealing to the older generations since they expect the one-size-fits-all to work. From my experience, winning brands, which truly work with this demographic, are not simply checking "older consumer" box, but rather addressing the needs. For the older shoppers, both comfort and quality should always come along with style and through diligent efforts by the brands to bring this altogether, they'll be rewarded with loyalty. I've been witness to the power of brands that recognize the diversities in age groups and modify their messaging accordingly and their ability to make an impression on people. It is more than bringing up collections - it is important to realize that older generations want to feel stylish and powerful, while remaining practical. This is where the opportunity for brands is, in engaging to an audience that is often overlooked. When it is considered carefully with all the inclusivity around it, fashion can be inclusive for everyone."

Design with sensory needs in mind

Kendra Koch, Founder & CEO at Divergently

"As the founder of a company that supports neurodivergent women in midlife and beyond, I've noticed that there tends to be a lack of comfortable, sensory-inclusive designs for older women.

Neurodivergent adults want clothing that is beautiful, functional and comfortable. By designing with sensory needs in mind—removing itchy tags and seams, adding stretch or compression to garments, including large pockets, and using soft, natural materials that don't contain toxic dyes or chemicals that may cause skin reactions, brands can engage a large group of people who typically do not see themselves represented in fashion advertisements or on the runway."

Push for design meetings with people across three generations

Khris Steven, Founder at KhrisDigital

"I am seeing a big disconnect in how fashion brands talk to older generations. They either ignore them or throw in a token older model and call it inclusive. That doesn’t work. If you're not showing a 55-year-old creative director who wears denim differently than a 25-year-old, or a grandmother who mixes streetwear with heritage pieces, you're missing out on reality. The majority of money spent on apparel in the US comes from shoppers over 40, but most designs for clothing ignore this shape of aging. Some creators who are in their 50s had to hire young stylists since brands weren’t appealing to them the way they used to.

If I were consulting a fashion brand today, I’d push for design meetings with people across three generations. Not as a gimmick but to actually shape how garments fit and feel. I think adopting a unique strategy for each person would help create better advertising. Portray an aged entrepreneur in wide-leg trousers and sneakers, getting ready for painting in her studio. A retired mentor for startups should consider wearing a dress with movement. When you respect your elders, they keep proving that stories are more valuable than their supposed age."

Make people feel seen, beautiful, and alive

Andrea Hayley-Sankaran, Owner & Director at Lotuswood Organic Wellness Farm

"As someone building an inclusive, intergenerational space at Lotuswood Organic Wellness Farm, I’ve come to believe that style doesn’t have an age — but too often, fashion marketing makes it feel like it does.

What can brands do? Start by listening. Older generations don’t need to be “convinced” to love fashion — they’ve always loved it. But they’re tired of being invisible. Brands can engage them by featuring real people — not just 20-something models — in their campaigns, and by designing with comfort, elegance, and functionality in mind without sacrificing personality.

How to create inclusive collections? Design with life experience in mind. That means pieces that move well, flatter changing bodies, and offer quality over quantity. Age inclusion isn’t about frumpy or “senior” collections. It’s about creating timeless pieces that make people feel seen, beautiful, and alive — at 40, 60, or 80.

Engaging people of all ages in campaigns: Bring them together. Show generations styling the same item in different ways. Host events that pair mothers with daughters, or grandparents with grandkids. Let fashion become a bridge, not a barrier. When we celebrate style as a shared language, we stop dividing it by age.

At Lotuswood, we host retreats where people from all walks of life connect in nature — and I’ve seen firsthand how beauty blossoms when you stop trying to fit into someone else’s box and just show up as yourself. Fashion has the same power — if we let it."

Keyword targeting based on their style interests, search habits, and pain points, not age

Dorian Menard, Founder at Search Scope

"Ageless fashion is an open door that most brands have barely nudged. Older consumers are spending more online and have clearer style preferences than younger ones, yet they get left out of the design and marketing. A brand that actually includes them, not in a token way, but through real representation, instantly earns more loyalty. And from my end, I have watched niche fashion brands outperform bigger names simply because they used content and visuals that made older people feel seen.

The way I would tackle it is by treating this audience like any other segment worth winning. That means keyword targeting based on their style interests, search habits, and pain points, not age. I once worked with a client in footwear who shifted their ad copy and visuals to show older women looking confident in heels and their site visits doubled. Return shot up too. It was a reminder that sometimes the people ready to buy are just waiting to be invited.

Fashion brands need to move away from age-based labels like “young and trendy” or “mature and sensible.” Everyone wants to feel expressive. So mix ages in your campaigns. Design with comfort and style across sizes. Let real people wear the clothes and be part of the story. That’s what earns trust and attention."

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