Playful Promises: Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises’ “Ageless Fashion” photoshoot is one of the campaigns I wanted to cover earlier this year, but didn’t have the time to write about. However, I couldn’t possibly let 2017 end without sharing these pictures.

If you’ve been reading this site for any length of time, then you know Playful Promises is one of my favorite lingerie brands. That distinction isn’t just because of their products. It’s also because of their commitment – season after season, campaign after campaign – to diverse imagery. Playful Promises is out there doing the work. And it’s good work.



Playful Promises Ageless Fashion

As a woman still in her 30s, I’m fairly young, all things considered. Yet, as I move closer to 40, I often think about the kind of representation we see in the fashion industry. The largest demographic of lingerie buyers is people between the ages of 30 and 45. However, you wouldn’t know that from looking at most lingerie campaigns. There’s this idea, which the imagery perpetuates, that the average lingerie consumer is a young teen or twenty-something who buys new bras the way I buy sweets – which is to say all the time.

But that’s not the case.

Playful Promises Ageless Fashion

People of every age want – and should – see themselves represented. To not feel like they’ve been discarded or passed over. To feel like they’re valuable, worthwhile customers.

The models for Ageless Fashion, Pam and Lina, are 67 and 68, respectively. I think it’s noteworthy that Playful Promises hasn’t “dipped a toe” into this kind of campaign by casting a young-looking, 30- year old model. Rather, they’ve shown quite clearly what their brand is about. The message is unambiguous.

Playful Promises Ageless Fashion

I believe these kinds of images should be normal. One day, I hope to be 68, and I like to think I’ll be a better, more awesome version of myself who hopefully still enjoys lingerie. Campaigns like Ageless Fashion allow me to envision that future. A future where I don’t have to feel trapped by traditional notions of how women of a certain age “should” behave, but a future where I can feel free to do what I want. Because growing older doesn’t mean you have to hide, and it doesn’t mean you stop being a person.

Representation – of all kinds – is important and I’m glad Playful Promises is leading the way.

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion

Playful Promises Ageless Fashion


Article Tags :
Cora Harrington

Founder and Editor in Chief of The Lingerie Addict. I started TLA in a small studio apartment in 2008. Since then, it's become the leading lingerie blog in the world, and has been featured on the websites for Forbes, CNN, Time, Today, and Fox News. I believe lingerie is fashion too, and that every who wants it deserves gorgeous lingerie.

3 Comments on this post

  1. Sara says:

    Pam also models for my favourite brand, Age of Reason. So glad to see her here as well! (going through the Playful Promises tag after seeing Violet modelling the newest stuff!)

  2. Sarah says:

    I hope I look that sassy and poised when I’m in my 60s. Kudos Pam and Lina!

  3. Thursday says:

    Seeing this campaign was great. I am in a similar position of being in my early thirties and wondering where the positive representation of older women is – and not just young-looking thirty something women. I don’t intend to stop wearing beautiful lingerie any time soon but already I feel like brands don’t want me to see myself in their products.

Leave a Reply

Your email address will not be published. Required fields are marked *