Most models find their shelf life is limited to their teens and early to mid-twenties, with only the ‘supers’ going on into their 30s and 40s. But the turn of the 21 century has seen the rise of the older model, and not just for tailored advertisements and brands that cater to a specific generation, but on the catwalks and in major advertisement campaigns.
It makes sense, we live in an aging population where we are looking better than we have ever done before as we age and, 40% of the total consumer spend in Britain sits with the over 50s. The ‘grey pound’ is serious business and it is about time it was showcased by those who fall into that consumer category.
High end fashion is taking the lead with 83 year old Carmen Dell’Orefice (below) who first graced the cover of Vogue in 1947. She has seen a resurgence in her career in the past 15 years, admitting that she has had more covers within this period than she ever did during her earlier modelling career. She has fronted campaigns for Rolex as well as walked for both Gaultier and Galliano in recent years.
Then there is the stunning Daphne Self (below) who at 85 is still fronting those beautiful Dolce and Gabbana adverts – looking striking and ethereal against models who are a quarter of her age. Take a look at Daphne in this brilliant Documentary from Channel 4 about 6 models with an average age of 80 – Fabulous Fashionistas!
But it is not just high end, on the high street M&S is paving the way showcases beauty of all ages. The 2014 campaign sees Rita Ora, Alex Wek, Annie Lennox and Emma Thompson take the helm amongst others, showcasing women of all ages, backgrounds and race. What’s more it clearly works. Their current campaigns are some of the most successful they have ever had and for a brand that caters for all age ranges it makes sense for them to showcase their brand in this way.
So, just as it is hard for a women in her 30s to adhere to the catwalk looks of a women in her late teens, the same can be said for a women in her 60s having to view clothes on a women in her 30s. Why shouldn’t there be a true depiction of women across the spectrum, so that the consumer sees how the clothes fall on a women of a similar age rather than trying to achieve something that is most likely unachievable. SoSensational supports this trend whole heartedly, and we hope to see more models representing all generations in the fashion industry.
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