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Zivame - Include mature (40+age) models in your media and advertising #AgeNotCage

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Does enjoying one's life stop at 40? I don't think anyone will agree with this!

Well, I was searching for a nice lacy lingerie set and activewear at India's biggest online lingerie store, Zivame.

Although the collection is undoubtedly great, I noticed that all the models showcasing them were, most probably in their 20s or 30s.

Being a 40+ woman and an aspiring model, I pondered if lacy lingerie or lingerie in general was being sold as a commodity only for women in their 20s or 30s! Are some clothes restricted for a  certain age bracket? Are some brands unconsciously sending a message to people that lacy, sexy lingerie or fancy activewear is only for the women in 20s or 30s and the desire of a 40+ to wear them is wrong? Are women no more fit to become a lingerie model past a certain age?

As per a report published in Indiaretailing.com, the Indian innerwear market is estimated to be worth ₹ 32,000 crores , which is 9% of the total domestic fashion retail market. It’s too big a market to be ignored from the perspective of promoting diversity and women empowerment. I have seen a lot of recent campaigns promoting models of all body sizes and complexions - which is a great step forward for body positivity - but I don’t think enough has been done to include models of  all ages  (including 40+) in the league.

Ageism (discrimination on the basis of age) decreases one's self respect and self confidence. Let's join our hands together to give equal opportunities to all ages.

Zivame is a pioneer in the field of online lingerie stores. Hence, I request the two women leading it to include mature models in their 40s and above in their media and advertising. Doing so will not only boost confidence for women beyond the age of 40 in their changing bodies, but will also pave the way for other platforms to follow suit. This will lead to a change in the mindset of people in our country who think that after 40, women should dress and behave in a certain way. Does one stop having fun after 40? Does one's life stop at 40? Can't one go to the gym or do Mixed Martial Arts after 40 in activewear? Do mature models (40+) only style sarees and salwar kameez? 

The CEO of Zivame speaks about inclusivity and comfort in most of her interviews and I really appreciate that Zivame has a special collection for curvy women too. I believe that Zivame is a lingerie brand that has changed the entire branding of the product by catering different sections. The brand thinks about 'her' and I am that 'her' who insists on making this inclusive brand even more inclusive by crushing ageism. One small step from the company will place the brand at par with other international brands.

Let us together make an effort to make this section of modeling more diverse and socially aware.

Women empowerment is not only about all colours and all sizes, but also about all ages. Let us bring more inclusivity and diversity in the industry by taking this step of crushing ageism.

Join me in signing the petition to ask Zivame to include mature models ( 40+) in their media and advertising.