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FOREVER YOUNG Products promising ageless beauty

The new urban woman, who is well past her 20s, or probably in her 30s, 50s or 70s, is fashion-conscious and could have you guessing her age.

When she is in her teens she prances around in spaghettis and figure hugging low-waist jeans, and after that? Does she completely change her wardrobe once she gets married and has children? Is she embarrassed about her extra weight, post-pregnancy and menopause, and does she ask for only pastel shades?

Or does she, influenced by the media and fashion industry, run to beauty parlours, gymnasiums and designers to look like Demi Moore or Shobhaa De? Designer Anu Nagappa feels that times are changing. Her clients, ranging in age from 30 to 60, are dressing up more fashionably.

She feels that older women ask for matching fabrics, wear jeans and t-shirts and prefer bright colours only if they can carry them off. “They want to emphasise on their plus points and hide the others.”

Fifty-year-old Nerada Harendra loves bright colours.Nerada gets her clothes tailored which are mostly long tunics, straight-cut trousers, skirts and tops.“I don’t wear jeans because I am determined to lose weight and fit into my old ones!”

Nina Rao, a 50-something grandmother, says she “tends to follow societal norms”. “I dress differently with my husband and in-laws and with friends.” Says 60-year-old Francina Farias, “When I got married, I was wearing jeans and sleeveless, but I decided to dress more soberly. I do feel you have to dress according to your age to be accepted and recognised. But it also depends on your levels of confidence to wear certain outfits.”

Manjunath M., a designer, feels that older women are the first to keep up with trends as they have more money to spend.

Eighty-year-old great-grandmother Kallu Parmeshwar, who wears pants and kurtis often, says she keeps herself abreast of fashion. “I think it’s nice to make the most of yourself at any age. It feels good to dress well.” Sociologist Sudha Sitharaman says, “Yes, there is cultural policing when it comes to women’s dressing as it depends on family honour and pride. But now, with the mushrooming of beauty parlours, there is pressure on all age-groups to look good and it is easier for the younger generation to adapt themselves to these demands.”

But she feels that notions about one’s body and sexuality are a debatable issue.

For, while on the one hand everything is judged by the “male gaze”, on the other, feminists would argue about feeling empowered by looking good. “The question is how natural you are made to feel when you dress up.”

With fashion magazines screaming how you can look ten years younger, slimming clinics promising you to get rid off all those tiers, and skin centres erasing wrinkles and lines, help is here to stay young forever.

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