Thesis for the degree of Master of Design: Fashion Communication and Ageist Sentiment in the Australian Fashion Industry

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Mature women’s fashion, for those aged 35 years and older, seems underrepresented in the Australian marketplace and media. International research suggests similar circumstances prevail for older women abroad but there are conditions unique to Australia’s garment industry that exacerbate and frustrate mature consumers further. This research investigates factors affecting midlife consumer’s fashion in Australia and explores the lifestyle interests and expectations of mature consumers. Research on attitudes to aging were investigated through a broad range of source material including academic papers local industry interviews, historical fashion references and a consumer questionnaire.

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