This article puts forward a critical analysis of the representation of ageing in fashion communication, with a view to elucidating the manner in which this communication exerts an influence on the formation of a woman's identity during the ageing process. The research encompasses an investigation of the concepts of aesthetics, beauty, social constructions and youth, with a view to elucidating the way these elements affect women's perception during the transition to a more mature phase. The following three hypotheses were verified: The first hypothesis concerns the perceived need for women to be represented in a youthful way, often through rejuvenation procedures. The second hypothesis addresses the fashion industry's tendency to favour representations of young or youthful-looking women, to the exclusion of other forms of beauty. The third hypothesis focuses on the prevailing social belief that beauty is intrinsically linked to youth. These hypotheses assist in determining the extent to which perception and aesthetic norms influence the representation and social valuation of female aging. An exploratory and qualitative study was conducted, examining theories and studies on ageism, and data was collected based on the covers of Brazilian fashion magazines. The results demonstrate the correlation between this information and the position of women who work in the field of communication and/or are influencers, who seek to contribute to the breaking down of paradigms from the perspective of the influence of fashion communication on their lives.