Does ageism exist in modern dressmaking and why do we need the SewOver50 hashtag?

So, does ageism exist in modern dressmaking both as a pastime and an industry as it’s developing at the moment? Obviously I hope the answer to my question is “no” but I have my doubts that’s the case.

Why am I even asking? I’m asking because, after I published my last blog about ‘big 4 patterns’ and indie patterns, one point I raised for discussion was that I’d noticed certain pattern designers were ignoring my photos when I’d tagged their product in them. It seems this resonated with others too, and all of us appear to be in the over 45-50 in age group. I’m also well aware by saying this that there will be those who think I’m being paranoid, have an over-inflated sense of my own importance or just suffering from FOMO! (fear of missing out, if you haven’t heard that before) simply for writing this.

Firstly, a very quick lesson in Instagram if you don’t use the platform-those of us who use Instagram regularly know that if we share photos of garments we’ve made it’s completely normal to say which pattern it is and also where we bought the fabric from for example, by ‘tagging’ those companies in the picture. Doing this means that others who see your post know what the products are if they’re are interested in buying them. Within the Instagram sewing community it’s a normal part of what we all enjoy. Tagging also alerts those companies or individuals to a post containing one of their products which they wouldn’t otherwise see. It’s nice to get a ‘like’ from these companies or individuals, more as an acknowledgement than anything else, a comment is even better and a repost on their own feed is the ultimate in flattering acknowledgment of your make.

Eventually it’s possible to strike up ‘conversations’ with some of these companies, much in the same way we do between ourselves in response to photos we like or find interesting or intriguing for example. [Weird guys with guns looking for lurve and usually involving God are a whole other matter and to be avoided and blocked at all costs]  We use their product and mention it so it’s free advertising for them, we get the satisfaction of knowing they’ve seen what we’ve made.

So far, so good, but in the last two years or so there seems to be a proliferation of new independent pattern companies and they are all clamouring for our attention and support, it’s becoming a very crowded market.

I won’t lie, it is very satisfying to have your work acknowledged and I’m always happy when it happens for one of my makes because we all like that approval don’t we? I’ve learned, however, that there are some companies who never acknowledge a tag, it isn’t what they do, it can be a bit like that on Twitter too. There’s no point in jumping up and down in front of them like a needy child.

Initially I didn’t really notice with a particular pattern company I’d used because when I shared the first post of my make being modelled by Doris my dress stand it got a ‘like’. In other words, no clues there to what I look like or anything, and I made it in almost identical fabric to the photo to the pattern cover itself, nothing too ‘inappropriate’. I decided I’d share some better photos in nicer surroundings when I was on holiday a couple of weeks later. This time I ‘modelled’ the dress myself and tagged all the usual information, pattern, fabric etc. Eventually I noticed that it hadn’t provoked a response this time…interesting I thought.

Earlier in the summer I made a garment for a student’s Final exhibition and by chance was asked to use a particular pattern by this same company for it. The photo I was eventually able to share was again of a headless dress stand wearing the garment and this got an acknowledgment.

Funny, I thought, so I had a look at their feed for myself. It’s fair to say that it’s all a beautifully curated series of images, there are reposts of other people’s makes too but all very much in line with their chosen ‘company’ image and saying more about the carefully staged photo than the garment itself. Of course any company is perfectly entitled to use only the images it chooses to to promote itself, I understand that.

I’d decided to make a second version of the dress with some lovely printed viscose linen fabric I bought in Sewisfaction, it was ideal for the dress and would be comfortable in the very hot weather we’d been experiencing in the UK. I would test my suspicions by tagging the pattern company in a photo of me wearing it to see what happened! As I expected, nothing happened. I got a lovely comment and a repost from Sewisfaction about the fabric but as far as the pattern went my face clearly doesn’t fit and I’ll draw my own conclusions why.

Ok, so now I definitely sound paranoid right?

This isn’t the only indie company that I’ve had it happen with and I now know, because other sewers have told me, that they feel ignored by some brands too. It’s like there’s an inner sanctum of pattern brands, bloggers with large followings and newly-hatched fabric businesses and it all goes around and around in this special perfect storm of ‘dreamy’ fabric and ‘swoon-worthy’ ruffles (and when did we get so much hyperbole in sewing too!?)

So what next? Well there isn’t much I can actually ‘do’ other than not bother tagging in photos, I guess if a person looking at my feed is interested enough in the garment they can ask me directly what it is and I’ll tell them. Also, I like to write pattern reviews here on the blog and each one can take me hours to put together. Simple Sew provide me with patterns but almost every other review has been of my own volition because I think I’ve got something useful or helpful to say about a pattern, I don’t write “it’s pretty and here are some lovely pictures of me modelling it” because that’s fairly pointless. I would have written a blog about the offending dress but now I shan’t because why would I waste my time when I could be sewing other things instead. [I should have been concerned from the outset because the model on the packet is about 6’ 7” and 6” wide so I’m guessing I’m not their target audience! hasn’t stopped me yet though LOL] At nearly £20 a pop these patterns are at the distinctly pricey end too.

Which brings me to the newly created hashtag #SewOver50. Fellow sewer and Instagrammer Judith Staley felt strongly enough to set up a new account @sewover50 in order that anyone can feel more connected with the online sewing community. In the first 3 days the response has been astonishing, and I think Judith has found it a little overwhelming. The sheer volume of women [no men with guns etc etc] has been extraordinary and I think is an indication of the number of people who want their own ’tribe’, where they don’t feel pushed aside by ambitious younger women. We all have a lot to offer this sewing community of ours and it’s worldwide. In the UK we’re pretty good at holding meet ups and I think the same is true in Australia, I’m not so sure about the US though.

Personally, I love being part of a completely mixed group-all ages, all sizes, all ethnicities, and I don’t want that to change. I don’t only want to be part of the ‘over-50’s’, not at all! But I won’t sit back and let us be ignored either and if this blog upsets or provokes a few people then good! Of course it’s vital to be ambitious for your business and have big plans and ideas but I would remind the ones who think it doesn’t matter if they engage, or not, with an older demographic that by choosing not to acknowledge or engage then they are potentially closing off a lucrative income stream. That isn’t a very sound business idea is it?

On a recent Stitcher’s Brew podcast Amy Thomas, editor of Love Sewing magazine here in the UK, said specifically that she wanted to include a really diverse range of readers in the magazine (this must be true because even I’ve been in it!) which is great and the evidence is there in the pages. I hope other magazines are of a similar opinion but as I don’t buy loads of them I can’t comment. Several pattern brands which I’ve mentioned before including Maven and The Maker’s Atelier take a very broad and inclusive look at who buys their products and then feature those makers in their own advertising and so on. Their styles are classic and wearable but fashion forward and designed to be remade many times, not here today, gone tomorrow. Incidentally, I’m not sponsored by either of them, I just admire their aesthetic.

I could go on but I’d prefer that others join in the discussion and open it up. Does ageism exist in dressmaking and if so, do we just accept it, like in so many other areas of life? Will our new Instagram identity bring it to the attention of those perpetuating it and cause them to reflect on the business sense of it? I hope so.

To the women who think that over 50 is a foreign country, god willing it’s where you will be one day, like it or not. We haven’t all sunk into senility yet, we don’t (always) wear elasticated waists, we do wear fashionable clothing and high heels and dye our hair, we listen to modern music and drink too much wine on occasion, we sometimes but not always enjoyed our youth but we wouldn’t necessarily want to go through it all again. Yes we might be old enough to be your mother (or even grandmother) but as I saw someone say the other day “we aren’t dead and we aren’t invisible!” deal with it!! 

If you’ve read this far, thank you, and please leave a comment as I’m genuinely interested in what others have to say about this topic and regardless of the age group you’re currently in.

Happy sewing 

Sue