An exploratory study of female baby boomers’ perceptions of fashion magazines was conducted using in depth interviews. This research acknowledges that fashion tends to focus on a youthful demographic, and fashion assumes this older demographic will conform to the youthful ideals that are displayed. Fashion magazines are therefore faced with the challenge of how to attract older female readers while still portraying a fashionable image. By taking a qualitative approach that focuses on verbal descriptions and human emotion, this research will help explain the perceptions and attitudes felt by female baby boomers. Participants indicated diversity, going green, embracing sexuality, clothedness, and body size, influenced their reading of fashion magazines. This research advances knowledge by revealing the central themes that influence baby boomer women’s responses to fashion magazines. It advises fashion editors to re-consider their current casting and editorial practices in order to attract baby boomer women.