The ‘60s youthquake killed our desire to dress like grown-ups.
JAN 18, 2017
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On the cover of British Vogue in 1948, an unthinkable figure appeared. An elegant woman turned toward the camera with a set of pearls, a trim suit, and hair that was (gasp!) visibly gray. The fictional character of Mrs. Exeter appeared twice on the cover. Since then, rarely — if ever — would a woman approaching 60 appear on that coveted platform by herself.
Introduced in the late 1940s, Mrs. Exeter taught older women how to dress. “Mrs. Exeter knows what she likes — result of a thorough knowledge of herself,” wrote Vogue in the October/November 1958 issue. Her advanced age gave her an edge over flighty younger women who hadn’t zeroed in on their sense of self. She appears secure in dresses made from sturdy fabrics not seen as much today, like wool crepe or tweed.
