Kornilova, M.V. (2026). Main Difficulties and Risks by Fashionable Leisure of Elderly: Observation Results. Social'naya politika i sociologiya [Social Policy and Sociology]. Vol. 25. No. 1. P. 15–22. (In Russ.) DOI: 10.17922 ...

Текст статьи/выпуска на сайте журнала URL: https://rgsu.net/netcat_files/306/1611/SP_1_2026_V_PEChAT_Itog.pdf (дата обращения 03.06.2026)

Abstract

The author's research interest in this topic began approximately six years ago, and it is related to the emergence of a new global trend in the fashion industry: the emergence of agerelated models who are increasingly participating in various fashion events (fashion shows and photo shoots). However, commercial advertising campaigns with well-known brands are rather a rare occurrence, like a fairytale story about Cinderella that exists in a single copy. For the most part, this is a new opportunity to spend free time in retirement. In Moscow, the development of fashion leisure for seniors is gaining momentum. The author of this article has been organizing fashion shows for seniors as part of her own project “Models Without Borders” (#models_without_borders), for the past seven years. After several years of observation, involvement, and participation in the “fashion for seniors” theme, it has become clear that there are barriers and risks for both the models themselves and the event organizers. Therefore, it is proposed to consider this aspect from two perspectives. First of all, it is necessary to take into account the diversity of forms of ageism, including self-ageism, social ageism, kinship ageism, and reverse ageism. At the same time, it is necessary to take into account the material costs associated with maintaining one's appearance, as well as with preparing for and participating in events. In addition, it is impossible to ignore factors such as irresponsibility and the lack of clear regulation of relations between the parties.