I have come to know Krassi Hendry as both an inspiration and luckily now as a friend. On several occasions I’ve heard her saying that if you are a woman “over 50, you are literally becoming invisible”, and I have to say this was something new to me.

But what baffled my mind even more is that the fashion industry is still overlooking, to put it politely, its most valuable customer -women with higher purchasing power are not in their 20s. In fact, according to recent data 71% of the women that buy clothing are over 35+ and 66% are over 50, in comparison to only 56% in 25-35 bracket. I’ve then invited Krassi to be a part of our recent shoot and while sipping rose prosecco in a rainy afternoon she has granted me with an instant access to her world and what is like to be a woman in the media when you hit 50. I hope you enjoy the interview and the shoot equally!

 

 

How do you feel as a woman in the media industry? Tell us a bit more about yourself.

My entire life revolves around media. The first time I appeared on screen was on National Television in my home country Bulgaria. I was only 13 years old. Later I pursued a career in journalism, left Bulgaria and moved to the UK, where I’ve worked in various news organisations since.

I have done every job in the newsroom, from producing and editing to presenting. Currently, I work for one of the biggest news broadcasters in the world and I am happy there. I feel as though I am given the freedom to develop, not only myself, but also others.

At times it is hard to be a woman in this industry no matter where in the world you are. Especially a foreign woman in a native English-speaking environment. You have to constantly prove yourself and fight your corner. It is hard whenyou are a young woman, but it is twice as hard when you are older. In our society women over 45 often become invisible, with very few career development opportunities.

What is your daily uniform?

 

The pandemic has changed the way I dress. Working from home took away the pressure to constantly “look presentable”. However, there is no space in my wardrobe for any tracksuit bottoms. No way!

Usually, I wear pair of jeans and a cashmere jumper over a t-shirt and change into a gym gear when I go out for a run. I consciously make the effort to dress up now, when I have the opportunity to go out. During the lockdown I have cleared my wardrobe of everything that I didn’t like or wear very often. I have only left clothes made of sustainable materials such as silk, cotton, wool, or cashmere.

 

What I didn’t like, or need anymore, I gave away to friends, or took to second-hand charity shops. I firmly believe in re-usable fashion model. There is no need for any garment to end up in a landfill.

 

What is the item you are most afraid of wearing now?

Leather trousers. However, sometimes – but very rarely - I do try.  Only with a plain white shirt and strappy high heel sandals. It requires a lot of confidence.

 

How was the experience of shooting for us?

I was really moved by your invitation to model for some of your collections, because I am not a professional model. I am just an ordinary woman with a body that bears the scars of motherhood. (which we love by the way)  

It is no secret that I am a big fan of your brand. The reason is simple- What you make is sustainable, really fashionable and fits like a glove, regardless of the age of the wearer.  Every time I wear something made by Lora Gene, I am complimented. The compliments come mostly from women and that really matters to me.

My favourite is the Thalia dress in all colours! It is as light as a feather and super feminine. Your brand also cares about the people who make the clothes, and you support small local businesses in my native country of Bulgaria. What’s not to love? I have truly enjoyed every second of this experience.

 

Did you have any doubts about how to dress when you've turned 50? Did you feel limited in your choices or somehow overlooked from the Fashion industry?

 

Every woman develops and adapts her style throughout her life. As the years went by, my style became more settled and classic. When I go shopping, I don’t think about what another woman my age would wear. I look for classics, combinations and fabrics that suit me whilst complimenting my colouring and shape. Also, pieces that say something about the brand that made them.

I also love experimenting with new colours. I’ve had enough of black and white in my wardrobe.  The mass production fashion industry has a young target audience who tend to be super slim women and this doesn’t fit my image.

Of course, we have to recognise that the fashion industry is now paying more attention to their advertising, sourcing and how it pays the people that make the garments, and these are all steps in the right direction.

 

Anything you would like to leave with us?

To me, fashion is not only the piece of clothing you like and pay for. Fashion carries duties of sustainability, environment and a fair pay. When you buy a garment, you buy a story and a message and invest in someone’s idea about how we should all look. We need to be sure that we are buying into the right message.