Fashion for grown ups
— by Alyson Walsh
I was thinking recently that it had all gone quiet on the older models front, then up popped The Supers at Balmain and now Giorgio Armani’s New Normal campaign features four models over-40. From left to right: Eva Herzagova,(42), Stella Tennant (45), Yasmin le Bon (51) and Nadja Auermann (44). Oh go on, let’s have another picture of Stella:
And another…
Armani’s collection of ageless, timeless, seasonless clothes (as opposed to Olivier Rousteng’s glitz) reflects what grown-up women want. Though I’ll be going to COS for my version. In the introduction to Style Forever, I discuss the power of the internet and how it has enabled the increased visibility of older women, through blogs and Instagram and today there’s a feature in the Daily Telegraph called Why 40-somethings are calling the shots that echos the same theme. You can read it HERE.
Discussion (32 Comments)
- Michelle says:
Beautiful shot of the old girls
It’s funny you know, I just don’t think about age until I see a model young enough to be my daughter selling me some useless anti aging cream! - Susan (une femme) says:
Even more than the models, I love the idea of “ageless, timeless, seasonless clothes!” I appreciate the inclusiveness of models of all ages being featured, but also would love to see more non-models used in campaigns.
- TNMA says:
Yes, I agree with you Susan – much more inclusive and inspirational when the women aren’t models. But hey, at least they’re not teenagers.
- Hilary Grayson says:
Actually, this seems to be what The Fold London does. Admit I’ve only just discovere them, but so far it seems to be all real women. That said, powerful career women, and age not mentioned, but not ridiculous scrawny 16 year olds who need a good meal!
- Deb schum says:
I am part of the diamond generation! Now I just need some diamonds!!
- Jennifer says:
You’re right about blogs and the Internet increasing our visibility. As for calling the shots, it’s the almighty dollar (or pound). She who wields it wisely, has power.
- Good grief says:
Lordi, they’re all underweight and niptucked. Imagine:they haven’t had a full meal in decades. Is this what what aging women like u all want?
- TNMA says:
Good grief, Good Grief, of course that’s not what I want ; ) I think using women who actually look their age and non-models as Susan mentions, might be the next hurdle.
- JulietC says:
I think they look wonderful – even better would be models of all ages depicted together rather than carefully parking women of different age groups in carefully quarantined groups (although I am delighted if women over a certain age are considered so dangerous we have to be kept apart from everyone else) . I am sure there are some young women who are also striking and individual, but being honest (and deeply ageist) some younger women look like wee kids inhabiting clothes that they are not yet ready for – a bit lamb dressed as mutton
- Pam@over50feeling40 says:
They all have such strong faces…excellent pics.
- Susan says:
One never tires of timeless fashion. The simplicity of the lines and color of a timeless outfit looks great at any age. Hence the timeless definition. When an outfit looks more like a costume than an outfit, this screams inappropriate, regardless of the age of the individual wearing said outfit. Making timeless fashion choices is reliable. You will not go wrong. Susan
- Wendy says:
These models were chosen not because they’re beautiful older women but because they’re beautiful women who, genetically or otherwise, defy ageing? So the only way a 50 year old women can be visible is by looking 25. Isn’t it just raising the bar even higher?
- Lisa says:
I read this article this morning, and, of course I thought of you!
- ShoeQueen61' says:
I’ve gotten to the point in my life that I’m extremely comfortable in my skin! Something that took years– Something I don’t take for granted. And although I’m past the stage of comparing myself to other women–especially those who could be my daughter; I’m very pleased to see these women–who are all favorites of mine, represent the stage in life that all will eventually grace.
- the hipsterette says:
Hmm, not quite sure what is so ‘revolutionary’ about the use of these models in the campaign. Yes, they are all over 40 (and 50 in Yasmin’s case) but simply breathtakingly stunning, and age has been very kind to these faces, giving them a greater allure than mere youthful beauty! These images are so far removed from what many women in their 40s and 50s actually look like that it is as unrealistic as using 20-year-olds in the campaign. Not that I don’t like the photographs – I do – I love them – but, in my opinion, it aspirational marketing at its best!
- Preston Davis says:
Yasmin is still one of my favorite models. This shoot is deja vu…
- Alice says:
I agree with hipsterette, it’s difficult to see this as a step forward. With no discernible signs of ageing, they may as well be 20-year old models. If the campaign is intended to draw me in by being something I could more readily identify with or aspire to then it fails – beautiful women and clothes, and beautifully photographed, but a real revolution needs a wider definition of beauty.
- Catherine says:
Honestly, I think having older women as models is a good thing. However, I find this campaign patronizing. Look. I have nothing against beauty. I, myself, can be the quintessence of pulchritude at times when my makeup is applied correctly. However, these women are on the “young” side of “old”. Ideally, I would love to see wrinkled, shorter and more rounded women in these ads. We need to see what REAL women look like in these clothes–not manniquins. Trust me, that last photograph with the stripes on the bias–my tits would be in the way and NO shirt would fall on me like that. I want tits and ass!
- jacqueline says:
Thank you Catherine for speaking out for us who have tits and asses! How…just, tell me, how come that fashion designers never ever think of women with real, normal, or big breasts??? or ass? Why??? .Pfew, there… I have these tantrums once in a while…Yeah, the models are great, beautiful, awesome and YOUNG. They don’t look as “regular” 40 or 50 year old women. Not in this photo at least. Maybe it’s me, at my age I thinkof 40 year old women as young.
- Samantha says:
As a 44 year old woman, I have to say that I don’t think these models look much different than I do; well, except for the breathtaking beauty part :). I think there are many women my age who started to get the message about wearing sunscreen 24-7 at a young enough age, and I’ve been wearing sunscreen every day since I was in my 20s. I agree that there needs to be greater representation of all (non-overly photoshopped) ages, as other commenters have mentioned, but at least this is a step in the right direction (JulietC nailed it). It seems as though the advertising mindset is to constantly present what they believe to be the aspirational ideal. They don’t seem to have caught on to what most women really want. When I see all these unrealistic, photoshopped images of kids wearing adults’ clothing, my eyes just kind of glaze over, because it’s like looking at plastic mannequins…for me, that’s not aspirational at all. Maybe if we all boycott the companies who only use very young models, we could make some sort of an impact.
- Olderbutwiser says:
I totally agree with all the ladies here who questioned the aging of these women, combined with their waif like figures…..and doesn’t the camera add pounds? Thank you but no thank you,not for me.
- Winsome says:
They all look wonderful, but then why wouldn’t they? I’ve never got the fuss about Stella Tennant- she always looks so severe.I much prefer Yasmin Le Bon, she’s naturally gorgeous. My particular favourite “oldie” is Ines de la Fressange- la classe, quoi?
- Martine Large says:
Surely these women have been photoshopped into perfection. Some of the comments touch on this, but it’s actually more depressing to have these kinds of pictures, At least nobody expects us to look like Cara Delevingne, but it’s as though this is what 40+ women can and should look like.
- Winsome says:
They all look wonderful, but then why wouldn’t they? I’ve never got the fuss about Stella Tennant- she always looks so severe. My particular favourite “oldie” is Ines de la Fressange.
- The Style Crone says:
Love your post, as always, and the spirited comments. I appreciate diversity in all of it’s beauty, which includes age, size and people of color. Progress is slow, but I do believe it’s happening. Your blog keeps me informed of what I hope to be a revolution!
- Cassandra says:
Agree with all of the above. Note to advertisers/retailers/schmatte-purveyors: I’m much more likely to buy any clothing demonstrated on a “real” (read: 40s-50s, above size 0 and preferably a nice US size 10-12 and a range of body types) woman to give me some remote idea of what it will look like on me, the purchaser! Now that our lives are so packed, our time is so compressed, there is no time even to shop on line, hope for the best, try on at home and return, much less go to a store and check painstakingly how everything fits. Maybe once a year–and I live in the middle of a major shopping metropolis! How everyone else is supposed to do it is beyond me.
For the fashion business and for me personally this is kind of a shame because I’d like to dress better than I do, and could certainly spend more money if I felt there was an aesthetic/pleasure payoff. So step it up, people!
- Monica says:
As a 60-year old who “looks like 45” (I’ve been told many times) I have come to the conclusion that we don’t really know anymore what we “should” look like at any age over 40. I’m not sure anymore what a 45-year old or a 70-year old looks like because there are so many women who look quite ageless now. If a woman is dressed in clothes which fit her body in colors that complement her skin, with a hairstyle/haircolor which suits her face, and has healthy skin despite natural wrinkles with makeup that enhances her, then she usually looks fabulous. It comes down to grooming, in my opinion.
As for the photo of older ex-models, I don’t take it as a victory for exposure of older women in advertising. They were once also 16-year old models who simply grew into maturity with the habits and resources which allow them to look pretty good. Not to mention the photoshopping of their faces which pretty much defeats the supposed purpose of the whole endeavour. - Janet van der Veen says:
Don’t worry about it. There is life after 80.
- Angela G. says:
Yes to older models,but how about ones with some shape? Most of the women featured here have very little in the way of breasts and hips. They are not your average woman. Yes,they look good,but someone like me is never going to look good dressed like a boy.
Let’s have some shapeliness,lets have some more feminine clothes and lets have some recognition that some of us don’t wish to dress up in denim and lace up shoes. Fashionistas take note!!
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No! It’s just the calm before the storm 🙂 Those women are all so beautiful, it practically takes my breath away. I don’t think things will ever go back to strictly 20 somethings, wearing disposable fast fashion, running the runways. Or is this wishful thinking? Cheers.