HEYDAY Magazine represents a refreshing perspective on aging, particularly for women over 40. How do you personally and professionally define the concept of "longevity"?
As part of the global Pro Age movement, HEYDAY empowers women to embrace a self-determined, relaxed, and joyous life in their later years. This aligns perfectly with our slogan, THE POWER OF AGING, and the broader theme of longevity. For me, longevity means maintaining health, vitality, and a zest for life for as long as possible. The decades between 60 and 80—or even 90—are significant. I certainly don’t intend to simply pass the time. Quite the opposite: I want to savor every moment—work, dance, travel, meet new people, and immerse myself in cultural events. Perhaps at a more measured pace, but always with enjoyment. Achieving this requires a commitment to a healthy lifestyle—no smoking, minimal alcohol, balanced nutrition, restful sleep, and regular physical activity. However, in my view, the most essential components are these two: 1. Deep, authentic connections with people you trust—those who provide a sense of security and belonging. 2. Engaging in meaningful endeavors that not only fulfill you but also offer a sense of purpose and reciprocity.
What inspires you about your work with HEYDAY, and what aspects do you find particularly fulfilling?
What fascinates me about this subject is that aging affects all of us—regardless of background, skin color, education, or income. It’s a universal journey, one we all inevitably share. Older individuals are, for me, a true enrichment. I love immersing myself in this topic. My HEYDAY women are my role models. They’ve played a pivotal role in bringing me to where I am today, and I am endlessly grateful for that.
It’s likely fate that I’m professionally engaged with this subject. The concept of aging has accompanied me for a long time. As a child, I enjoyed conversations with older people, listening intently to their life stories. Later, as a teenager, I would spend my weekends combing through flea markets on the outskirts of town. I bought countless second-hand clothes and objects from older individuals and, of course, I was eager to hear about the stories behind them—what parties they’d been worn to, why they made the previous owner feel so special, and so on. It’s precisely these life stories that inspire me. Over time, I naturally built a multigenerational circle of friends—one of my closest companions was 86.
What I find particularly fulfilling is the direct connection with our community and the incredibly grateful feedback we receive. There’s nothing more rewarding than waking up to messages like: “Thank you for championing women over 40,” or “Reading your stories has taken away my fear of aging.” Occasionally, younger women write to us too: “Thank you, finally a cool older woman. This is how I want to be when I’m 80.”
What significance does age hold today in the business world and the fashion industry? What opportunities and potential do you see in it?
In my opinion, the prevailing negative perception of aging is an absolute no-go. It deeply concerns me that older individuals and their life experience are not valued in our society. Particularly in the workplace, older people, especially women, are often seen as less competent, adaptable, or innovative. This is the essence of ageism. Age discrimination in the workplace is still all too common. But, now more than ever, age presents an opportunity for business and for all of us.
At HEYDAY, we strive to ensure that older women are recognized as vital members of society. More and more women are taking charge of their lives, embarking on new ventures, and making their voices heard. Their knowledge and life experience are their most valuable assets. Older individuals bring priceless expertise, industry knowledge, and emotional intelligence to the table. Companies that embrace age diversity are tapping into a broader spectrum of skills and experiences. With increasing life expectancy and the active lifestyles of older individuals, new markets are emerging—from lifestyle products to luxury fashion. Companies that recognize the potential of aging are poised to reap long-term rewards.
How do you experience the connection between aging and empowerment in the fashion industry?
The fashion industry is still heavily fixated on youthfulness. But thankfully, there's a growing movement that celebrates age and individuality. However, there's a clear distinction between advertising and the runway. On the runway, older people are still a rare sight. Empowerment, in my view, is rooted in visibility: When older individuals are portrayed as fashionable, confident individuals, societal pressure to conform to the youthful ideal is diminished. Fashion gives older people the freedom to wear their age with pride and to tell their personal stories through their clothing. We can already see this shift with the many inspiring older women on social media. Some have incredibly creative, expressive looks. They prove that style is indeed timeless and that aging can be paired with creativity, fun, and confidence.
What impact do you believe role models over 40 in fashion and media have on changing societal views about aging?
When people over 40 become more visible in fashion and media, the perception of aging as an invisible phase of life begins to break down. Role models over 40 in these spaces have the power to shift societal norms and establish a positive, realistic image of aging. They inspire us to view age not as a limitation but as an opportunity to celebrate confidence, creativity, and style. Yet, many brands still predominantly target teenagers and young adults with their marketing strategies. It makes me furious when companies say that older women are "unsexy" or assume we don’t buy because we won’t be around much longer or that we hoard money for our grandchildren. Some are even blunt enough to say: "We don’t want to see our products on older women." We need to tackle this problem at its roots and finally understand that aging means living. Embracing aging means embracing life. The more positive examples we see, like Iris Apfel, Linda Rodin, or my personal style icon Tilda Swinton, the more we will associate aging with positive aspects. We must also think about younger generations and show them that a fulfilling, stylish life is possible at any age.
How do you think fashion brands can tell more authentic and inclusive stories about longevity for women? Why is it so crucial to take this approach?
Brands must finally recognize the significance and potential of this demographic. Society is aging, but it often feels overlooked. Women over 40 represent a powerful audience with substantial purchasing power, supported by clear studies. When I see advertisements depicting women dressed in drab gray, leaning on walkers or perched on stairlifts, it doesn't inspire me to buy anything. Authentic communication fosters long-term customer loyalty and shows genuine appreciation for this often neglected group. That's why brands should tell inspiring life stories and, if possible, bring women of various generations together.
It’s crucial to showcase these diverse age groups regularly. Authenticity arises when these women are not just seen as trends but are consistently present. No excessive retouching or unrealistic portrayals of women, please. Fashion itself should also be designed for longevity—both in quality and style.
From your experience, how do societal expectations affect older women, particularly in terms of their self-esteem and life energy?
Societal expectations and age stereotypes have a significant impact on the self-esteem and life energy of older women. The pressure to remain youthful, fit, and slim—intensified by the media—is an enormous burden. Those who can’t conform to the current beauty ideals often feel unattractive and invisible. Outdated societal norms and behavior rules lead many women to withdraw once they reach their mid-40s. They abandon cherished habits, lose their love for fashionable clothing, and feel discouraged from being bold, playful, or passionate. Moreover, older women are often reduced to the beloved roles of grandmother or sweet housewife, putting their own desires and needs on the back burner. This results in them feeling increasingly insignificant. This is why we need more realistic portrayals of aging: wrinkles, gray hair, diverse body shapes, and ways of life.
In the fashion industry, there is often an emphasis on the importance of staying relevant. What does relevance mean to you for women in their 40s and beyond?
Relevance means visibility, appreciation, and respect. Women over 40 should no longer be reduced to youthful standards but celebrated for their skill, style, and natural beauty. For women in this age group, relevance means being authentically represented in the fashion industry—on the runway, in campaigns, and as designers themselves.
How can wellness, sport, and fashion help inspire women to lead a longer, more active, and fulfilling life?
It seems to me that most women are well aware that health is the greatest asset. As such, they’re committed to aging healthily and staying fit. Prevention is a key focus; they pay attention to their bodies and work on their mindset. This also includes learning to say no. The stylish women over 40 on Instagram and in real life demonstrate how a strong sense of self-worth and fashion go hand in hand. When you feel comfortable in your outfit, you exude confidence and energy, no matter your age.
What changes would you like to see in the next ten years for women, especially in terms of their visibility and appreciation in the fashion industry?
I hope for more older, authentic role models—not just from business, sports, music, art, and fashion. Especially in fashion and beauty, I’d love to see more real women, who speak openly about aging—about their experiences, their fears, but also about the opportunities and desires that come with growing older. One thing is clear: The more older women are recognized as active, relevant, and valuable members of society, the more we can all unlock our potential and live fulfilling lives.
