#sofia mechetner

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Sofia Mechetner by Simon Elmalem for Vogue Ukraine Feb’21

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Sofia Mechetner

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Sofia Mechetner, Dorit Revelis & Avital Langer, Tel Aviv

Fotógrafo, Alfonso Ohnur

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Sofia Mechetner by © Nesel Marom

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AGE - AGEISM IN THE FASHION INDUSTRY

HOW OLD IS TOO OLD?

The pressure women face to defy ageing is a subject I’ve spoken about many times in the past. While our male contemporaries are viewed as distinguished and wise, women are subject to the double whammy of ageism and sexism. With one or two exceptions, female broadcasters and more generally women on TV and in the movies, are allowed to grow old as long as they look a certain way. Tweaked to take the years off, old but not too old. And when we’re ‘grey and stout’ rather than being valued for our experience and wisdom, we’re simply replaced by a younger model.

In a recent report entitled Retiring Ageism, SunLife (a financial services company for the over-50s) claimed that ‘ageism is everywhere’ and stated that ‘78% of Brits over-50 said they haven’t seen an accurate representation of their age bracket from companies or celebrities in the past year.’ And ‘56% feel most misrepresented by the fashion industry.’ Yikes.

It’s no secret that fashion labels tend to prioritise youthful aspiration over a realistic depiction of what their customer actually looks like. Up until quite recently, older women were pretty much absent from advertising despite the 50-plus market being responsible for 51% of the UK’s total wealth and the largest growth area for fashion expenditure. Between 2011 and 2018, there was a £2.9 bn (21%) growth in spending on clothes and shoes by the over-50s; set to increase by £11bn from 2019- 2040 according to the International Longevity Centre. Say hello to the Power of the Silver Spend, the Grey and Stout Pound, or whatever you want to call it. Brands who are honest with themselves about who their target customer actually is, that use relevant and realistic models – and provide us with good quality basics – are going to reap the rewards.

Fashion should include everyone. Women of all ages, sizes, ethnicities, women with disabilities, non-binary women. The landscape has changed but diversity isn’t a fad or a hashtag. One older woman on a website (or a catwalk) is not enough.

HARVARD REFERENCE

Alyson Walsh. (2020). Is The Fashion Industry Ageist?. [Online]. That’s Not My Age. Last Updated: 5 October 2020. [Accessed 19 September 2022].

HOW YOUNG IS TOO YOUNG?

Living a life many young girls around the world dream of, Sofia Mechetner is opening the Paris fashion show of one of the world's most famous labels, Dior. She is 14 years old, an age some feel is too young to be working in a cutthroat industry.

"I feel ready and I am not alone, I am being looked after, closely," the Israeli model said. "They are treating me really nicely here ... They help me. So the fact that I am 14 years old is not really an issue."

Mechetner, who used to help her mother clean houses to make ends meet, was catapulted into the limelight in July when she opened Dior's haute couture show wearing a sheer white dress.Her appearance drew criticism and stirred the debate on where to draw the age line in fashion, an industry often criticised for using skinny models. "Before she started with Dior, she was cleaning houses with her mother. So if she is not too young to clean houses, I don't think she is too young to walk on a show," Mechetner's agent Rotem Gur said.

The use of young models in fashion is not new. Kate Moss was scouted at 14 while Naomi Campbell was 15. However there have been industry moves to make changes, notably during the biannual catwalk shows. Designers contracted to London Fashion Week must use models aged 16 or over. New York has similar age guidelines.

HARVARD REFERENCE

Reuters. (2015). Too Young?. [Online]. Fashion Network. Last Updated: 8 October 2015. Available at: https://ww.fashionnetwork.com/news/Too-young-teenage-model-spurs-age-debate-in-fashion,580520.html [Accessed 19 September 2022].

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Sofia Mechetner by Camilla Akrans for Dior Magazine Spring 2016

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Elie Saab ready to wear fall 2017

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Sofia Mechetner by Simon Elmalem for Vogue Ukraine Feb’21

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Roos Abels & Sofia Mechetner - Dior SS 2016 - Photo Patrick Demarchelier

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Maartje Verhoef, Roos Abels & Sofia Mechetner by Patrick Demarchelier for Christian Dior SS16

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Sofia Mechetner photographed by Myro Wulff for ELLE France (April 2018)