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If you’ve ever walked into a clothing store or scrolled through cluttered pages of retail websites only to wonder, Who exactly is this stuff for?, you’re not alone. For many women over 50, finding clothes that are flattering and fashionable can be a minefield of cropped tops, shapeless tunics, low-rise jeans and stupefyingly confusing sizing. But here’s the good news: A wave of confident, style-minded women are changing the fashion landscape.
It’s a numbers game first and foremost. Women 50 and older have become economic powerhouses, accounting for 27 percent of all consumer spending in the U.S. and controlling more than $15 trillion in purchasing power, according to Forbes. Yet they’re often overlooked by fashion media and mainstream retailers.
That’s what brought a crowd of stylish women to a Fashion Institute of Technology (FIT) event on a recent rainy afternoon in Manhattan. “Fashion Over 50: Women’s Self-Images, Shopping Frustrations, and Solutions” featured a series of thought-provoking panels tackling the challenges and opportunities facing this very powerful — and increasingly chic — demographic.
What emerged was clear: From tailoring basics into staples to discovering brands that actually understand real bodies, women over 50 are rewriting the rules of getting dressed — and doing it on their own terms.

Skip fleeting trends
Fashion merchandising expert Ann Cantrell, who owns the Brooklyn boutique Annie’s Blue Ribbon and teaches at FIT, said at the event that women in this age group aren’t interested in fleeting trends; they want clothes that look and feel good and that last. “Timeless design really matters,” Cantrell said. “Women want things that are multifunctional. We used to call it ‘desk-to-dinner.’ They might not be working anymore, but they still want pieces that can go from one event to another.”
Such practicality pairs perfectly with the clean lines, neutral colors and subtle sophistication embraced by brands like COS, Uniqlo and J.Crew.
“COS is one of those brands that nails the clean, neutral, timeless vibe,” said Cantrell. “It’s a great example of what we call the ‘clean girl’ aesthetic, translating beautifully to women over 50 in a way that feels grownup, not trendy.”
She also singled out Vince for its luxurious basics and polished silhouettes, and J.McLaughlin, which developed a signature fabric so flattering and comfortable it became a quiet cult favorite.
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