At the beginning of the twentieth century, fashion advisors warned older women to avoid the color pink. In a speech called “The Fine Art of Growing Old,” published in Ladies Home Journal in 1903 one such expert warned “A pink waist [blouse] only emphasizes the fact that the apple blossom tints have faded.” When did it become acceptable for older women to wear pink? It is hard to tell from old family photographs, since they are rarely in color until after World War II.
Certainly by the post war era, however, all strictures against pink for those who were no longer young had ended. Vogue’s imaginary Mrs. Exeter advised her contemporaries to wear pink—and maybe Mamie Eisenhower was listening. Her first inaugural gown was pink with pink rhinestones. She wore matching pink gloves and a pink clutch bag. This started a crazy for “Mamie Pink.” These days, pink seems to the go-to color for a certain sub-set of older women.