Sixty Is The New Forty

Sixty Is The New Forty

Grow Talk by Sofy Robertson

Forget ‘life begins at forty’, sixty is the new sexy according to Sweaty Betty, the British retailer specialising in women’s activewear.

One of three inspirational women heading Sweaty Betty’s Spring 2019 campaign is sixty-three year-old grandmother, Yazemeenah Rossi. Having modelled since her late twenties, Yazemeenah didn’t find her big break until her forties when she “broke the internet” and now as part of their Spring campaign, Sweaty Betty would like the everyone to “meet the woman who’s rocking our world” (Sweaty Betty).

Describing herself as “Extra-terrestrial, non-conventional and beautiful”, Yazemeenah is an icon for women of all ages as she juggles a career in modelling and photography whilst looking after her body by refusing to dye her hair and practising yoga every day.

After celebrating their twentieth birthday last year, Sweaty Betty have continued their theme of celebrating Britishness for 2019. Founder and Creative Director of Sweaty Betty, Tamara Hill-Norton explained the inspiration behind their Spring 2019 campaign, saying:

“To me an empowered woman is someone with confidence and inner strength. She doesn’t need resolutions.” (Sweaty Betty)

Alongside Yazemeenah in the campaign to empower women are Mia Kang, a Body Positive campaigner and Muay Thai fighter and Sophie Apollonia, a dancer and choreographer. Tamara explains:

“We chose these women as they are confident in their own skin and set their own agenda, living an active lifestyle and being completely unapologetic in who they are.

“They have a discipline and sport that they stand for and stay fit to feel good, not just to kill it. Plus, I love their stories, from growing up in Corsica to dancing on a West End stage.”

The campaign presents three very different but equally healthy, body positive icons, each with an introduction on Sweaty Betty’s website.

Yazemeenah’s introduction pays very little attention to her status as the oldest of the Spring campaign trio and instead focuses on her healthy lifestyle and healthy attitude towards life itself. When asked about her beauty secrets, Yazemeenah explained:

“There is no big secret, all I have ever done is eat organic food long before it became trendy. I also love olive oil, I rub it on my skin every day. Aging is an organic, natural process that I have no power over — unless you count the power of letting go.”

When asked what advice she would give her younger self, Yazemeenah was adamant that she “never give[s] advice”. Instead, she gives information:

“Be free and don’t judge yourself. Take advantage of how you are. As I’ve got older I’ve realised sexy means alive. I’m alive.”

And finally, what is Yazemeenah’s secret to a healthy lifestyle?

“Happiness is what makes you glow, not just the healthy food you put in your body. It’s not a question of hair, makeup or clothes. We have to realise that the beauty of it is that we are all different.”

Photo by Eneko Uruñuela on Unsplash

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