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Many brands which have emerged as successful competitors for the post-midlife-crisis market rarely trumpet their demographic, aiming instead for the suggestion of an ageless customer: Boden, Autograph at M&S, Mint Velvet, Me+Em, Toast, Sosandar, Jigsaw, Anthropologie.

Trinny Woodall consistently champions the idea of “ageless” beauty and fashion, which is obviously hugely appealing to an ageing female population who don’t want to feel as if they ever have to “give up”. My instinct, though, is that most brands rarely talk to older customers directly because no one wants to be reminded that they are an older customer.

However, I also hear a great deal of angst from women about mixed cultural messages. On the one hand, over 50s wants to feel they can wear whatever they choose. On the other, they want to feel reassured that their demographic is “special”. And they are scared that if they wear whatever they want it will be “wrong”. It’s as if being older is simultaneously totally meaningless (“We’re all ageless now!”) and profoundly meaningful (“So much empowering wisdom!”). It’s confusing.

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