Breaking age barriers in fashion campaigns not only reshapes the industry but also serves as a powerful narrative for a generation challenging stereotypes. With icons like Diana Ross for Saint Laurent’s spring 2024 campaign and Sheetal Mallar at Sabyasachi’s recent high jewelry runway showcase, the inclusion of older women is gaining momentum. The shift in attitude became evident with the release of the documentary series “The Super Models,” featuring Naomi Campbell, Cindy Crawford, Linda Evangelista, and Christy Turlington Burns—all in their 50s.
Fashion’s age issue is being addressed in a marketing buzzword, emphasizing diversity, equity, and inclusivity. Nonita Kalra, a Gen Xer and veteran fashion editor, highlights the commercial importance of addressing women of a certain age—they have the money, taste, and understanding of luxury. The resurgence of older models like Isabella Rossellini for Lancôme signifies a shift towards age inclusivity, reflecting a change in consumer expectations.
Campaigns such as Abu Jani Sandeep Khosla’s “Return Of The Muse” have garnered positive feedback, celebrating aging as a privilege and bringing wisdom and experience to the forefront. By featuring OG supermodels alongside younger faces, these campaigns showcase the beauty and value of aging in the fashion industry. As generations X, Y, and Z continue to challenge norms, the inclusion of older women in fashion campaigns becomes not just a trend, but a necessity for the industry’s evolution.
