The fashion industry has always been a younger person’s arena, to the point where controversy has surfaced about how young (and skinny) fashion models have become. Even though there are always women who break the ceiling on the “acceptable” age and look of fashion trendsetters, the industry as a whole has catered to what it considers it’s primary market: teens and young adults. Now, however, there’s evidence that this fashion myopia is hitting the manufacturers where it hurts, i.e., their bottom lines. As was recently reported in The Guardian, the International Longevity Centre in England found that this industry ageism is projected to cost the fashion world billions of dollars over the coming decades, as older consumers (who have the most spending power) find nothing suitable or desirable when looking for new clothing.

Fortunately, there are older women and both established and newer brands that are bucking these ageist fashion tendencies. They’re recognizing that older women enjoy fashion and will spend their money when the clothing works well for their older bodies, the styles are flattering and forward-looking – and the product is well made and versatile. And these women are not waiting for fashion manufacturers to dictate their clothing choices. For some examples of women who cut their own swaths, take a look at 66-year-old Heidi Dillon and 90-year-old Irene McAulay. And for some brands that are creating clothing that works for older bodies, take a look at this recent list from Britain’s The Telegraph (many of the listed brands have American locations or websites that allow shipping to the US).

But another intriguing fashion trend among more mature women? Trading in the Jimmy Choos for J.Jill and reveling in the joys of comfortable and functional clothing. The Girlfriend from AARP recently ran a story about the giddy excitement among middle-aged women who are discovering their inner Eddie Bauer devotion and their excitement about how much better they feel when wearing more relaxed clothing. As one savvy shopper stated, “The older I get, the less I care about it (fashion).” So pull out that flannel shirt and survey your options here.