FIGHT THE SIGNS OF AGEING
We often hear phrases such as ‘fight the signs of ageing’ in marketing campaigns. These damaging phrases evoke the idea that women are to continuously be at war with themselves and must fight against the natural ageing process. It’s disappointing that creating self-doubt is still such an overused marketing tool.
I’m aiming to challenge the status quo of how we often see older women portrayed. At first glance these images may look polished, however, on closer inspection you see skin spots, wrinkles, and laugh lines - all signs of being alive and having lived.
Referencing colours of war with the blue background and bathing these women in primary red light represents strength, power and confidence. They are not fading into the background.