The study explored the role of clothing and dress in the constitution of age through 33 face-to-face interviews.. It addressed questions of the persistence or otherwise of age ordering in dress; the role of clothing in the lives of older women; the tension between personal agency and cultural structures in later years; the role of the cultural economy. Interview were carried out with 20 women over the age of 55 years old, 4 magazine/fashion editors, and with 5 design directors for retailers with a focus on the older age group. 4 additional interviews were conducted in the fashion world. This research explores the role of clothing and dress in the social lives of older people. It addresses arguments about the changing nature of ageing in modern culture and the possible role of consumption in this. It looks at the interlinkages between dress, the body and ageing, addressing how identities are constructed through clothing choices, and the ways in which women in particular negotiate changes in the body and self as they grow older. Though the research focuses on women, its themes apply to men also, and further work is planned on this group. The study explores the cultural meanings of dress, looking at how clothes operate within a system of age ordering: how we use clothes to display and express social and cultural meanings, and how these are challenged, subverted and subtly altered by the behaviour and choices of individuals, although always operating within a social context. In particular it explores the tensions in modern society between age denial and age resistance. It is based on qualitative interviews with older women and key respondents in the fashion/clothing system, in conjunction with an analysis of the media and secondary data sources. It uses visual methods.

33 face-to-face interviews were conducted and transcribed on an individual level with 20 women over the age of 55, 4 magazine/fashion editors, 5 design directors for retailers with a focus on the older age group and 4 in the fashion world. Purposive selection/case studies were used. The sample of older women was selected to reflect characteristics deemed relevant to the research questions. The magazines were chosen to reflect different aspects of the demographic of older women, and one mainstream fashion magazine. The clothing retailers were chosen to reflect substantial engagement with older market by different segments of the high street (mainstream, value, upper end).