Swimwear is probably the most talked about fashion garment in history. The evolution, the styles, the controversies, the health issues, the list goes on and on…
Recent AARP articles on fashion spurred these readers comments –
“There are some lovely models who are over 50. Or, why not use some real people who have not been airbrushed?”
“Why are you using models that are less than half our age to show us swimsuits? Why not show us how they would look on women are own age????”
We realize that as the Baby Boomer bracket turns “senior”, staying in shape with chic, well-fitting fitness activewear is demanding more from the fashion industry.
Seniors today have traded in their Bingo cards for gym memberships and replaced fanny packs with fitbits. They’re looking, acting, and feeling younger.
But that doesn’t mean they want to be donning the same athletic wear as the twenty-something on the next treadmill over. They don’t want to be shopping online looking at photoshopped youthful (starving) models either…
Here is HydroChic’s Answer:
The undeniable truth is that the bathing suits and fitness wear on the market have always been geared toward a very specific woman – the same one wearing them in all the magazine advertisements that are supposed to be encouraging the rest of us to buy in. So why don’t we see greater variety among these models? Well, we’re starting to. Well know fitness outfitters are diversifying their advertisements to include models of different ethnicities and body types, which is highly commendable.
However, though they’ve steered away from featuring only women with a very particular set of measurements, they haven’t covered much ground in expanding their models’ age range. Well, this can’t be because seniors don’t exercise. We’ve already covered that. It probably has something to do with the simple reality that their products are not made with the “60+ Club” in mind. “Fit” is associated with “young” and that’s a stigma that needs to be retired!
HydroChic is proud to bring Betty into our community of strong, empowered women! Our hope is with Betty as the newest face of HydroChic Fitness Swimwear, everyone can realize their potential in chic, modest, sun protective swimwear.
Check out Betty’s outfits and shop here: https://hydrochic.com/collections/new-items