We no longer dress according to age, but the beach body is still a problem

On G-Club, we are against overly restrictive rules, whether it comes to beauty, skincare, or fashion, especially if they are based on aesthetic ideas that shame women, demonize aging, physical flaws, or weight. We are not the only ones. For years now, social networks have been trying to overcome certain precepts that become stronger than ever in summer, with the heat, when it's time to reveal arms and legs and go to the beach.

Stereotypes and insecurities in buying summer clothes: the report that answers our questions

Regarding the embarrassment of revealing oneself, insecurities, and how age affects these issues, Stileo, a fashion search engine, explored this topic in the latest edition of its report Fashion Research 2024, which focused on consumer habits in Europe and Italy. This report highlights the main insecurities of consumers concerning body perception and their age. The main question is: do these age-related stereotypes and beliefs influence purchasing decisions? The answer is, fortunately, finally no. Not anymore, at least, especially in Italy.

How to dress at 50?

A full 79% of survey participants over 55 and 73% under 55 believe that older people should not dress according to their age, so trendy clothes and bright colors are welcome. Moreover, 79% of them have never felt particularly restricted by stereotypes about age-appropriate clothing and prefer looks that fully express their personality and originality. However, it has sometimes happened that 58% preferred to avoid particularly tight-fitting clothes.

Summer and swimsuit season: a hot topic

Unfortunately, it's not all good news. According to the Fashion Research, summer is still the season when some insecurities about one's physical appearance are most prevalent. In fact, 39% of Italians feel more sensitive about their bodies during the sunniest months, when high temperatures mean more exposure. This means that the path towards body acceptance is still long. This is also demonstrated by the data, with 24% of Italians revealing that they avoid going to the beach due to insecurities about their bodies. A full 50% of participants feel the need to alter their physical shape for the summer, while 46% do not feel particularly pressured to change their bodies to go to the beach.

What is body neutrality?

This is why the movement for body neutrality has emerged in recent years - on social networks and beyond - promoting a neutral attitude towards one's body and that of others. The basic idea is that the body is valued for what it allows us to do (swim, walk, climb, rest), not for how it looks. This differs from body positivity, which aims to emphasize the positive. Our body is what it is, and that's fine. Its appearance doesn't matter, says the movement. The goal is to promote a more balanced and less conflicted relationship with our body, recognizing its value for its functions and not for its appearance.