At 24, Jacynth Bassett is founder of the-Bias-Cut.com, a company whose designs have been featured in the likes of Vogue, The Sunday Times Style, Stylist Magazine, Stella Magazine and many other leading fashion publications. According to the website, the-Bias-Cut.com is Shopping With Attitude – Where Ageism Is Never In Style. Bassett is fighting against fashion’s ageism problem, thanks to her elegant and fashionable approach to design, among other innovative ideas.

It’s no surprise that ageism exists in fashion. Models over a certain age struggle to find their place – and older customers are frustrated at the lack of elegant fashion styles. This can lead to negative attitudes about aging which has significant consequences for physical and mental health, including depression and anxiety. From fashion to entrepreneurship, the-Bias-Cut.com is affecting change that can impact overall well-being in society and culture.

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INTERVIEW WITH JACYNTH BASSETT ABOUT THE BIAS CUT

What inspired you to launch the-Bias-Cut.com?

I was inspired to launch the-Bias-Cut.com after growing tired of seeing women like my mum feeling invisible and irrelevant in the eyes of the fashion industry, largely because of their age and changing bodies.

A love for style and wanting to look good does not fade. Yet brands and retailers tend to be either youth-focused or patronize the older customer base. We either see youth-based imagery and fashions designed for younger shapes, or clothing that is frumpy and dowdy – with both resulting in a demoralizing shopping experience for 40+ women who still want to look modern and stylish.

So I wanted to create an online boutique that empowers these women. We curate collections that cater to their body types and lifestyles, whilst still being contemporary and exciting, and we only use 40+ women to model our clothing. Plus we have an online forum called ‘Ageism Is Never In Style’ where they can share their views and be inspired.

Do you think society can get rid off ageism in this lifetime?

Anything is possible, but it will take a lot of team effort and self moderation for this to be achieved.

First we need to be encourage integration between groups and demographics rather than segregation. Only then will we be able to understand, appreciate and respect our similarities and differences. Then we need to collectively put in the time and effort to lead and promote the revolution we want to see, in order for it to have a real impact.

But we also have an individual responsibility. Ageism is so ingrained in society, even those of us who are vocally against it can fall foul of using discriminatory terminology or stereotyping without realizing it. We need to be acutely aware of our own biases, and be the change we want to see.

Your company is very customer-friendly! Customers can shop for outfits using the Shop By Body tab. Why include this in the shopping experience?

Finding clothes that fit isn’t easy, particularly online. But as women’s bodies change with age, it becomes even more challenging. So I wanted to create an empowering user experience for customers, where they can quickly and easily find clothes that will flatter their body shapes, and not feel disappointed or ashamed of struggling to find clothes for their body types.

We love seeing your customers as models! Have you felt any pressure to use professional models?

Only when I was doing research and developing the business. I carried out a survey with my target market, and one of the questions I asked was about how they would feel seeing customers as models. The response was mixed. Some loved the idea, but others were used to seeing clothing on professionals and wanted to keep it that way.

It did concern me but after further investigation, I realized that the negative responses generally came from their own personal biases and assumptions about using customers as models. So I stuck with my vision and fortunately we’ve had an overwhelmingly positive response.

Where do you see the-Bias-Cut.com in 10 years?

I hope it will become the global one-stop fashion destination for discerning women of all ages who love style, and are looking for something of beautiful quality and a bit different.

From your articles, What Does ‘Frumpy’ Really Mean? to It’s OK Not To Go Grey, why should society be careful about using certain words or viewing aging as a single dimension?

Words are extremely powerful, but now that everyone is writing their opinions online, they also have a lasting impact. Even when you delete a comment, it isn’t really gone, and someone may have already read it. So we need to be careful with the words we choose to make sure we really understand their meaning, and use them in the right context.

When it comes to aging, there are a lot of terms and phrase that have become the norm, but are actually still derogatory without our realizing it. So I think we have a responsibility to educate ourselves, and to take time and consideration before using them.

I also think we’re still struggling to recognize that ending ageism means having the choice to age as one wants to without external pressure or judgement. There are a lot of articles out there claiming to celebrate ageing in fashion – such as encouraging women to go grey, or to wear wacky clothes in order to be stylish – but actually they are still implying there is only one right way to grow older. Ultimately the right way is the right way for you, so we need to be acknowledging that we can age in a multitude of ways. Then we will all feel that we have the freedom to do so without being judged or criticized.

Do you work with the designers on your website? If so, do they share your mission?

Yes. I work very closely with the designers on the website if they’re British and/or with their agents if they’re European. It’s vital for me to understand where the clothes are coming from, the fabrics being used, and why the cut and style has been chosen. So I can spend hours at showrooms going through collections, trying on designs, and picking the very best pieces and patterns. And in some cases I’ve even co-designed exclusive pieces.

I also refuse to work with any designer or brand that does not support our mission. If a designer is ageist, it does not take long for a statement or comment to be made for the truth to come out, and for me to know they are not right for us. Maintaining a sense of integrity is integral to me and the-Bias-Cut.com.

What fashion item can you not live out?

Tricky question! I’m a bit of a style chameleon so I like to change things up all the time… Can I pick 3? I’d say a tailored dark blazer that I can throw over anything, a fabulous pair of ankle boots, and a pair of well-cut, slim fitting boyfriend jeans.

On the blog, you discuss fabrics from various regions (Hollandaise from West Africa, etc.), why is it important to explore other fabrics and designs?

To appreciate quality, I think it’s vital to understand fabrics: where they came from to how they have developed and changed over the years. Most of the common fabrics that we use today in the UK or the US came from other countries, and we should acknowledge and respect that. Plus its only once we’ve understood where fabrics have come from, that we can move forward.

I also think that we should be appreciating fabrics and designs from other cultures given the global society we live in today. Again it’s about integrating with one another, and by doing so, we can appreciate each other and be inspired to be even more creative.

What advise would you give millennials interested in launching companies especially for an older population?

• Never make assumptions – integrate yourself as much as possible into your target market before moving forward.
• Keep in constant contact with your market because it will change over time.
• Know that not everyone in your target demographic is going to be a customer. So identify your ‘tribe’ so you can work out when to listen to feedback and not to.
• But remember, just because you’re not your customer, doesn’t mean your opinion doesn’t count. You have the advantage of being more objective.
• Be disciplined – make sure each decision you make is because your market wants it, not because you do!

Acknowledgement

A big thanks to Jacynth Bassett for taking the time to answer our questions! Make sure to check out the-Bias-Cut.com for more information, including becoming a featured blogger and liking the Facebook page.

*This interview has been lightly edited for content and clarity.*

Tessy Chu is the Managing Editor of Global Health Aging.