“It’s time to end ageism in fashion” – Yorkshire Mature Model Calls for Brands and Businesses to Wake Up to Grey Market during National Age Without Apology Month 

An open letter from 74 year old model goes viral during National Age Without Apology Month (June) – Annie Stirk, from Yorkshire, has written an open letter to fashion brands and businesses after featuring in iconic central London photoshoot, which saw her chosen to feature in a bold shoot where she posed confidently in leather macs and biker boots from Zara – and statement pieces from designer Zandra Rhodes’ new collection. As a result, Annie is even more fired up, to continue to use her voice to play her part in calling for brands and businesses to wake up to grey market.

After sharing her dramatic, bold images from London photographer Jutiar Salman on social media and receiving an influx of positive responses from those empowered and in awe of her commenting “Wow – you look fabulous!”, “Amazing Annie – love this!”, “Fabulous powerful shot” and YOU ARE THE COOLEST!”… Annie, who is also an active grandparent, is keen to share her message  – “It’s time to end ageism in Fashion”. She said:”I think the general feeling was that people were amazed at the pictures and the strong positive reaction proved that at 70+ you can look wow in outfits that would normally be associated with much younger women, so if brands and advertisers would sit up and notice they could have some cracking campaigns on their hands!”

“I felt amazing in these outfits” she said. Were they too ‘young’ for me? No! Who gets to determine that? I’m in my 70’s and I feel creative and full of life. I want to be able to express that.”.

Annie, who was a Panellist at The Silver Marketing Summit this month, discussing Ageism in Fashion, decided to put her thoughts down on paper and has written an open letter to brands and advertisers who she wants to take more notice of the mature market, as she joins forces with International charity, Models of Diversity to ask the industry why the are ‘ignoring a generation of energetic, vibrant women’.

The letter, which went viral across social media was Annie’s way of demanding the industry be more inclusive, asking ‘why do we have to be invisible…’ In it she says; ”Let’s face it, in your in store marketing and window displays ..we hardly get a look in…most of your advertising is aimed at much younger women….but I reckon when you look a the sales stats you know that it’s us – the old birds -who are buying, and then strutting your stuff …..all that fun, edgy out there fashion, that’s us, we love it all… and we look bloody good in it too – but we feel ignored in your representation and we want and deserve to be noticed….”

Using her modelling and influencing career as a platform, Annie is passionate about providing much-needed representation for mature women. She celebrates her silver hair and her age, challenging the norms that are often shied away from by brands and advertisers.

Annie, who has recently joined the Silver Marketing Association, so she can be part of a trusted network of like-minded companies and individuals with a shared voice- and promote best practice marketing to older people, added: “Not only are today’s over-55s wealthier, they are also healthier and have more time to spend their money.  Over-50s already account for around 47% of all UK consumer spending.  But despite their spending power, the industry’s institutional ageism makes this powerful demographic feel invisible.  Shocking when you consider that the fashion and beauty industry’s sidelining of older consumers could cost it £11bn over the next 20 years, according to research by the International Longevity Centre (ILC-UK). I hope that by taking part in this shoot with these amazing images it serves as a reminder that fashion is ageless and I hope my open letter gets some of the brands who are ignoring us to sit up and listen.”

Angel Sinclair CEO of MOD, added, “For too long the fashion and beauty industries have ignored just how fashionable and stylish the generation of older consumers are and want to remain, Annie is setting new standards for diversity and inclusivity and we’re right there with her!.”

Annie’s current projects include co-organising ‘Find Your Midlife Magic’ -an event aimed at focussing on the unique challenges facing midlife women, which she created alongside fellow model and fashion event organiser Bernadette Gledhill, body image guru and model Rachel Peru, and TV personality Christine Talbot who have all faced their own midlife challenges. Taking place at Rudding Park Hotel in Harrogate on 1st October, TV presenter Louise Minchin has just been announced as attending.

Annie’s step into the modelling world came after retiring at 67 from a diverse teaching, TV and media career. She took a selfie in response to a Facebook advert for new models, and became a billboard poster girl at the age of 70. She’s worked with a range of big brands, from Meatless Farm to Ambrose Wilson and was a contestant in BBC 2’s. TAKE A HIKE in 2023. Through her modelling and influencing, Annie is providing representation for mature women by celebrating her silver hair and her age, something she feels is often shied away from by brands, advertisers, and consumers.