Here's a statistic that should grab the attention of every fashion brand and marketing director.
Gen X outspent Gen Z by 40% last year.
Yet much of fashion marketing continues to behave as though these women (and men!) are invisible.
According to NIQ and World Data Lab, Gen X (born between 1965 and 1980) is the world's most influential consumer group, with spending power reaching $15.2 trillion in 2025. Gen X has been the highest-spending generation globally since 2021 and is forecast to retain that position until 2033.
So why aren't more brands paying attention?
A recent UK YouGov survey of adults aged 50+ revealed that 39% of women feel fashion and clothing brands don't cater to them. Their biggest frustrations? Too few models their own age, outdated stereotypes and a lack of body shape diversity.
Perhaps most tellingly, 43% said seeing more women their own age in fashion advertising would make them more likely to purchase.
Surely that's a compelling business case for any brand that wishes to talk to Gen X to have greater age representation in their campaigns?
At Upfront Model Management, we have long recognised the importance of representing talented, experienced and authentic models and actors over 40.
Above: Just some of the talented Gen X commercial faces we represent at Upfront Model Management
Many of our models regularly appear on RTÉ Today showcasing fashion from Irish brands, while others work across advertising campaigns in beauty, hospitality, pharmaceuticals, travel and lifestyle.
And credit where it's due to brands that recognise the value of speaking directly to this influential consumer, using models who reflect the women and men actually buying their products. Many of the fashion, beauty, medical, travel and hospitality brands we work at Upfront Models use a mix of models from Gen X to Z.
Above and below are some of our Gen X models on RTE Today along with our own Gen X girlboss Orla Diffily.
Gen X are not invisible. They are influential, financially powerful and fashion-conscious. And they deserve to see themselves represented.
For brands looking to connect with this hugely valuable audience, perhaps it's time to rethink who's fronting your next campaign.
Visit Upfront Model Management or get in touch.
We'd love to introduce you to our talents.
