#PrimeTime: Here’s to the best years over 40

I’m thrilled to introduce our #PrimeTime campaign, a collaboration with The Female Lead that’s all about a simple but powerful idea: our value as people, especially as women, isn’t tied to how old we are.

As a portrait photographer, I’ve met so many women who feel pressured to always look young. This is a wake-up call for all of us who’ve ever felt a twinge of worry about hitting the big 4-0 and beyond.

What is #PrimeTime?

The heart of this campaign lies in the stories of these 40 women, each echoing the sentiments of millions who have felt marginalised or invisible due to their age. From Gloria Dominguez, our spirited 89-year-old participant, to others in their forties just beginning to feel the societal shift in perception, these narratives are raw, real, and resonate with the unspoken thoughts of many.

We’re here to flip that script! From entrepreneurs launching their dream businesses to artists discovering new passions, these women are smashing the stereotype that life slows down after 40. Their stories are a powerful reminder: age isn’t a cage that confines us; it’s a stage for our greatest performances.

#PrimeTime celebrates the idea that life actually gets richer, bolder, and more exciting as we mature. This campaign is all about rejecting the outdated notion that women have a ‘sell-by’ date. These women are here to show you that the post-40 years can be your most vibrant, fulfilling, and kick-ass years yet!

Authenticity in digital age

Their portraits, created without any retouching, special flattering lights, and without make up or very little makeup, are strikingly honest. It’s almost akin to being naked, a notion that requires immense bravery in today’s perfection-obsessed society. These women have taken a step that might feel uneasy – standing there just as they are, reflecting how women truly look at their age. It’s a bold challenge to the ageist stereotypes that have long dictated how women are supposed to look, feel, and behave throughout their lives.

Why This Matters

We need to talk about why we often dread getting older. Why do we buy into the idea that our 20s and 30s are our best years? Here’s the truth: life over 40 is not just good; it can be the best time of our lives. It’s when many of us feel more confident, care less about what others think, and have the freedom to pursue what truly makes us happy.

It’s Time to Change the Narrative

#PrimeTime is more than a campaign; it’s a mindset shift. It’s about celebrating the freedom and power that comes with age. We’re not here to comfort or reassure; we’re here to proclaim that life gets bigger, bolder, and better as we grow.

So, to all the women out there approaching or living their 40s, 50s, 60s, and beyond – this is your time to shine. Forget the societal scripts that say you’re past your prime. You’re just getting started, and the best is yet to come.