Clothing, identity, embodiment and age

Design for the older market needs to be set in the context of the broader meanings of dress in relation to age within the wider clothing code. In this chapter, I will explore the links between clothing and the social expression of age, looking in particular at the tradition of age ordering in dress. There is evidence that this ordering has begun to erode, or has at least taken on different form in recent years. The movement to more casual dress that includes walking and exercise clothes is part of this. The chapter reviews arguments for this erosion, drawing on an empirical study of clothing and dress for older women. The chapter explores the significance of the baby boomer cohort and their adoption of casual dress.