Even though growing older is inevitable for everyone, women are especially vilified for it.
Women are treated like they have an expiry date, as if they are perishables on a shelf. They are generally the target audience of anti-ageing products, the victims of ageism and time and again scrutinised over their appearance. It is often portrayed in mass media that a woman’s youth is her prime and failing to succeed (in her career, love life, family-planning, etc) within this period is essentially not succeeding at all.
Current measures in Singapore that aim to uplift older women include a modelling agency Platinum Angels for talents above 50 and a 66-year-old businesswomen and part-time model Ong Bee Yan, who champions for inclusivity and representation in the fashion industry.
BEST BEFORE aims to call out the subconscious and raise awareness on internalised societal standards, in hopes of re-wiring individuals’ perception of the subtleties in our everyday. It also hopes to promote a healthier mindset among women towards growing older that is not focussed on their outward appearance or attaining societal approval.
Fruit labels with names and commonly heard quotes referring to specific societal expectations.
Content Page of Publication
First section of publication deals with how growing older is portrayed in the media.
Second section details roles women are expected to fulfil and their expiry dates.
The last section shares a bit about how some women celebrities overcome the pressure.
Closing Words
The Publication
Includes grocery bag and trophy to tie the project together.
