If you think young, innocent models are the only fashion icons, you're wrong. There seems to be a trend towards older models, with the most stylish fashion stars of the moment being over 60 years old. The movement first started when Céline released its Spring 2015 print campaign featuring 80-year-old author Joan Didion, and it continues to gain momentum.
Just two days after Céline launched its advertising campaign with Didion, Saint Laurent has released an ad with 71-year-old singer Joni Mitchell. Soon, other brands began including older women in their advertising campaigns. For example, Kate Spade launched a series of ads starring Karlie Kloss and 93-year-old fashion legend Iris Apfel, and L'Oréal Paris announced that Twiggy, 60, will be its next spokesperson alongside 69-year-old Helen Mirren. American Apparel has used a 62-year-old model in a campaign, even though the brand is often known for using controversial younger models.
There has been a recent increase in the use of older women as brand ambassadors and models, and analysts are not surprised because women over 60 are currently the fastest-growing consumer group, and baby boomers account for 60% of consumer spending %. From a sales perspective, these numbers are very telling.
While some worry this will isolate younger consumers, many brands are unfazed as millennials begin to appreciate the style of older women, including adopting their gray hair — Kylie Jenner and Kylie Osbourne Just a handful of celebrities who dye their hair have gray hair, or what they might call "popular silver."
But alas, as the novelty of seeing older women in advertising wears off and women over 60 become the norm for trendy fashion campaigns, we may see models quickly revert to their 15s. sigh. Until then, let's revel in this glorious moment, celebrating the era of ultra-chic high style icons.
Image: Celine
