These Glam Grannies Are Taking Over Advertising

by Kaleigh Wright


Iris Apfel for MAC Cosmetics

The industry of modeling isn’t just for the wrinkle-free faces of youth anymore. In fact, in the past few years, more and more high fashion designers are turning to the older generation to showcase their brands. Why is this?

Dubbed the “Twiggy effect” by researchers, studies have found that women over the age of 50 aren’t trading in their skinny jeans for ill-fitting cotton trousers just yet. Women are choosing clothing based less on what is perceived as traditionally “age appropriate” and more on what they feel is appropriate for their bodies and personal style. And who could blame them? Why is it that we see age and style as being mutually exclusive?

This new phenomenon is credited to women such as Helen Mirren, Jane Fonda, and of course, the infamous Twiggy, who are stylish role models for our gracefully ageing mothers and grandmothers.

Designers are also helping to fuel these glamour grannies by swapping out 20-somethings for 80-somethings in their ad campaigns, like Joan Didion, the 81 year old face of Celine.

Audrey Hepburn once said, “And the beauty of a woman, with passing years only grows!” And there is no better evidence than these menopausal models. Just like a fine wine, these divas are only getting better with age.

829cf6cb4b0f28b33cb47c0fde065efbJane Birkin for Saint Laurent
Carmen Carmen Dell’Orefice for Rolex
jessica mos 022814121320Jessica Lange for Marc Jacobs
celine joan didion spring 2015 holdingJoan Didion for Celinelanvin model4Jacquie “Tajah” Murdock for Lanvin
jacketTwiggy for M&S

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