The fashion industry is notorious for chasing trends, often at the expense of the very consumers who have the most spending power. In 2025, the McKinsey State of Fashion Report identified the over-50s—dubbed the ‘Silver Spenders’—as the demographic that retailers should be targeting. While the name itself is outdated, the core message is undeniable: midlife women are a critical market force, yet they remain an afterthought for many high street brands.
The Spending Power of Midlife Women
This demographic is not only financially stable but also actively seeking quality fashion that aligns with their lifestyle and body shapes. They are living longer, aging gracefully, and have a clear sense of personal style. Despite this, a visit to the high street often ends in disappointment, with few options catering to their needs. Instead, younger consumers—many of whom are struggling with student debt, rising rent costs, and limited disposable income—continue to be the focal point of marketing campaigns.
Where the High Street Fails
Fashion brands are missing a key opportunity. The high street is crowded with uninspiring collections that fail to acknowledge the style evolution of women over 50. Retailers continue to use 20-something models to market clothing to an audience that looks nothing like them. The result? Women in midlife aged fifty are left frustrated, uninspired, and increasingly turning away from mainstream fashion.
Stylists like Anna Berkeley emphasize the importance of proportion and fit. She suggests brands like Cos and Arket as rare examples of retailers that offer well-structured, stylish options for older women. However, these brands remain the exception rather than the rule. Independent stores, which traditionally provided unique and high-quality pieces, are struggling against rising business costs, making them harder to find.
The Alternative: Southeast Asia’s Tailoring Renaissance
If the British and Italian high streets won’t cater to midlife women, perhaps it’s time to look elsewhere. One destination that gets it right is Hoi An, Vietnam. This charming town is a mecca for bespoke tailoring, offering plus-size fashion that isn’t ridiculously overpriced. The local artisans here have perfected the art of custom-fit clothing, working tirelessly to create one-of-a-kind pieces for discerning clients.
Beyond clothing, Southeast Asia provides a treasure trove of unique accessories. From baroque pearl tiaras to handmade silver jewelry, there is an undeniable charm in working directly with artisans. I have had rings resized, YSL vintage buttons upcycled into bracelets, and a collection of ten silver pieces made in Vietnam—all for less than $1,000. The beauty of this system is that the money goes straight to the creator, ensuring fair compensation for their craftsmanship.
A Lost Art in the West
In contrast, the European fashion industry, particularly in Italy, is losing its artisanal edge. The hunt for unique, high-quality fashion has become increasingly difficult. While Italian designers work tirelessly, they are paid slightly more than their Asian counterparts but do not receive direct payment for their work. The traditional channels of production and distribution are riddled with middlemen, inflating prices while reducing the connection between the maker and the consumer.
Time for Change
High street retailers need to recognize that the over-50s consumer is not just another category—they are a powerful force that can shape the industry’s future. They seek style, quality, and craftsmanship over fleeting trends. Brands that refuse to cater to them are leaving money on the table.
Retailers must rethink their approach, introducing more inclusive sizing, using older models in marketing, and offering styles that are both elegant and practical. Until then, midlife women will continue to seek alternatives—whether through bespoke tailoring in Vietnam or independent designers who respect their needs.
The question remains: will the high street wake up before it’s too late?
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