And this is so true. Lately there has been a big push towards celebrating women getting older, looking better than ever before – because they feel better than ever. We look at how the perception of beauty and age in the media is evolving and big brands are celebrating beauty at every age.

Two articles that we came across was “70 and female is the new cool” and 9 Gorgeous Women (Ages 61 To 94) Who Prove Beauty Is Ageless.

Dove’s inspirational Project #ShowUs is a collective partnership aimed at shattering stereotypes showing women as they are, not as others believe they should be. In partnership with digital photo company GirlGaze and Getty Images, Dove has collected about 5,000 images on Getty Images, featururing 179 women from 39 countries which includes plus-size, trans, diverse women and women with skin conditions.

Dove’s campaign #ShowUs aim is to build the world’s largest stock photo library created by women and non-binary individuals, thereby helping to fix female representation in media in a big way. This is exactly what we want to and need to hear.

The media have identified some high-profile women all in their 70s not based on their looks but on their successes.

There’s Nancy Pelosi, who at 78 has proved the president’s most indomitable opponent, and her peers in the House: Maxine Waters, 80, the first woman to head the Financial Services Committee.
Glenn Close was 71 when she won a Golden Globe for best actress on Jan. 6, the same night that CBS News announced it was putting a 66-year-old woman, Susan Zirinsky, in charge of the company.
Carmen Dell’Orefice at 86, she’s still modeling, which makes her the longest-working model in history.

South African born – Canadian Maye Musk, age 71, has been a model for 50 years, appearing on the covers of magazines including Time.

Then of course, there is the fabulous Iris Apfel, the94-year-old fashion icon. In the last year she’s made appearances in Kate Spade andAlexis Bittar’s campaigns, among others. But in January, she also became the face of fitness when she posed for WiseWear, a health tracker.

The reason we want to share this with you is to inspire all women in South Africa regardless of age, beauty or size to live life with confidence. We are made to believe that youth is paramount and that we lose our looks and relevance as we age. It’s time to start celebrating the beauty that comes with age as we much as we celebrate the beauty of youth.

In line with Dove’s project #ShowUs, we want you to share with us an unfiltered image of a woman or yourself that ‘wears confidence’ and mention to us their age and successes whether it is big or small.

This ties in with our vision #Becomingthebestyou

Read more on Dove’s Campaign article:

Read more on 70 and Female is the New Cool: