‘Older People are not Allowed to be old Anymore’: Representation, Stereotyping and Psychological Impact of Ageism in the Fashion media

While longer life expectancy draws older people into the spotlight, there is still a need for more consideration and representation of the older population. Using a three-study approach, the present research aimed to evaluate the representation of older consumers, stereotyping, and the psychological impact of ageism. Our study 1 highlighted a limited and stereotypical representation of older models in fashion magazines. Our study 2 underlined older people's negative attitude toward fashion media's ideal of beauty and their denial regarding the consequences of their invisibility. Our Study 3 showed that older people's invisibility negatively impacts fashion involvement, body esteem, and self-esteem but does not impact fashion involvement, body image and well-being. The present research suggests key insights that can help academics and practitioners promote healthy ageing in marketing.