At the end of November, the greenhouse in Madrid’s Arganzuela Park was transformed into a catwalk where fashion served as a tool to challenge prejudices related to age.
Under the motto ‘Stop Ageism’, the Spanish social economy organization ASISPA presented a fashion show that not only showed the clothes, but also made visible and questioned the prejudices associated with age in the fashion industry and society in general.
The fashion show is part of the “Grandes” campaign, an initiative by the association to combat ageism, also known as ageism. According to the World Health Organization (WHO), ageism affects half of the world’s population and has a profound impact on self-esteem, intergenerational relationships, health and well-being. Elena Sampedro, Executive Director of ASISPA, explained that the main goal of this event is to “challenge stereotypes about age and beauty in the fashion industry and make older people visible.”
The 14 models of different generations not only walked the catwalk, but also actively participated in designing their outfits with the support of designers Manu Sánchez and Petro Valverde. Each design had a name that reflected values such as “independence,” “wisdom,” or “resilience,” to associate aging with positive traits.
Including fashion for all ages
The campaign brings to the table a necessary discussion in the fashion industry. Traditionally associated with youthfulness, fashion has set standards that often exclude older people. “Why do older people have to wear simple clothes while young people can enjoy bright colors and bold designs? Fashion has the power to break conventions and challenge age stereotypes,” says Sampedro.
“We tend to always judge what clothing is appropriate for each stage of life. There are certain colors, styles or cuts that are not considered suitable for certain age groups. Why do older people have to wear simpler clothing and young people are allowed bright colors and bold designs? Why are the models on the catwalks mostly young people? With this campaign we wanted to do our part to overcome these absurd and exclusionary borders. Fashion has a lot of power to change shapes and challenge age stereotypes, to experiment and show us new realities. And the reality around age needs to change. We must not allow getting older to mean becoming withdrawn, invisible or in the shadows.”
“We must not allow growing older to mean withdrawing, becoming invisible or in the shadows.”
Is the industry changing?
While fashion has made strides toward inclusivity in terms of size, gender, and accessibility, representation by age remains limited. According to ASISPA, the path to truly inclusive fashion requires hiring older models, making people of all ages visible in advertising campaigns and creating clothing without generational boundaries.
“How many older models are hired compared to young people? How many men over 65 walk the catwalks?” asked Sampedro. “How many billboards or bus stop posters feature older people wearing the latest trends? Let’s ask ourselves these questions and remember that fashion, an industry that plays such an important role in society’s image, can be a great driver for overcoming age prejudices.”
In this sense, initiatives like the campaign not only advocate for a change in society’s perception of aging, but also provide a role model for brands that want to pursue a more inclusive philosophy.
What advice would you give to brands that want to adopt a more inclusive philosophy and challenge age stereotypes?
“Implementing an inclusive philosophy for people of all ages can strengthen the emotional connection between a brand and its customers. Why not promote positive aging through fashion? Wouldn’t it be great if we could feel beautiful at any age? Why don’t we start normalizing gray hair and wrinkles on models and fashion shows? There are many ways to improve our age biases: we can educate ourselves, include people of different ages in creative teams, consider people’s real needs and desires, avoid stereotypes, and ultimately create ageless clothing. “Aging should be shown with naturalness and pride, not as if it were a sign of ugliness or illness,” reflects Sampedro.
The fashion show was attended by prominent figures from culture and fashion, including the actress and flamenco artist Charo Reina, ambassador of the Stop Ageism movement, and the designer Manu Sánchez, who brought his experience and enthusiasm to this project. In addition, a 2025 fundraising calendar featuring personalities such as David DeMaría, Nieves Herrero and Antonio Canales was unveiled as an extension of the campaign’s message.
The experience and positive impact of this first edition have motivated ASISPA to plan future initiatives that continue to challenge ageism. Plans include new editions of the fashion show, exhibitions and editorial collaborations that keep the conversation about aging and inclusion alive.
This article previously appeared on Fashionunited.es and was created using digital tools translated.
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