By Kimmay Caldwell

In popular culture we place great value on youth. Most commonly, society defines beauty by young standards, prefers younger workers, and celebrates accomplishments with 30 Under 30 lists. And in most fashion industries: we market to the young. But is that the best choice? 

Catering to the 20’s and 30’s demographics is a crowded space, but it’s the 50+ crowd that has a great deal of resources. Not to mention, they also have a deep desire for support, comfort, and to redefine the standards of beauty. All of which can be accomplished with lingerie and undergarments. Before you forget the 50+ age group, think again. Below are some brands who know the power of communicating with an older audience, along with intimate insight from clientele aged 50 and over themselves. 


This group of shoppers knows the importance of wearing lingerie for themselves, and wearing what feels good. Mary Campbell, a woman’s empowerment and sensuality coach at Divining Beauty, and in the 50+ demographic herself, mentioned that “my women clients over 55 prioritize their own comfort more than they ever did when they were younger, when it was all about pleasing someone else. Now they want to please themselves. That’s why they love looking and feeling delicious in whatever they wear.” When it comes to lingerie, “delicious” can be found in comfort, sex appeal, or support - to name a few. This Lonely lingerie set is a great example.

When asked how lingerie brands can support an older client, Laura from Seattle, WA says “I would like a bra that feels like I don’t have one on but still gives me the support that I need. Comfort is the most important thing to me.” At 63 years old, fit and feel are her two top priorities, two things that longtime brand, Natori, does well.  

And Laura admits that others her age may have a different view. “I think brands should ask a diverse population of women in this demographic what they think about lingerie.” In other words, it’s important for brands and stores not to group the 50+ crowd into one lump. When connecting with different shoppers, Laura suggests that brands would “find there are a lot of different kinds of ‘older’ women. I know my own mother would answer this question completely differently.”

The bra wearing demographic craves comfort in general. That’s why wire-free bras and soft materials, like those from AnaOno, have increased in popularity. And the desire for comfort doesn’t change with age. In fact, it may increase. “The 50+ age group is much more into comfort than design,” says Andra, 59, from Oklahoma. And she adds that comfort aids in her overall well-being and self-esteem. “We want something that not just fits us well, but makes us feel good about how we look.” 

One way to serve older clients is to put your marketing where your mouth is! An article on proclaims,

Lonely Label

“Brands market to the world. Advertising and design agencies need to mirror that world. That means representing older populations, too.” Elisabeth Dale, Writer and Founder of and seen here in a campaign for Parfait adds, “We don’t all have to have gray hair, but there are some brands doing a better job of [marketing] than others.” She mentions that brands like Playful Promises and Ewa Michalek, “put older models together with younger ones, doing the same things.” She maintains that some needs may be different as a customer ages, but desires change less than brands may imagine. “Just because you’ve reached a certain age doesn’t mean you don’t enjoy the same things - including sex.” 

Can the intimates industry change our society by catering to the 50+ crowd? Perhaps it’s a good first step. “...we have amazing opportunities to bring mature perspectives into the fold” affirms that article. “Perspectives that can shift our work as radically, and as beautifully, as younger ones often do.”

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