Recent fashion campaigns have spotlighted older models and celebrities, reflecting a growing trend toward authentic representation in advertising. Notably, Burberry’s holiday campaign features British actor Jennifer Saunders, 67, celebrated for her iconic role in “Absolutely Fabulous.” The campaign showcases her in whimsical holiday preparations alongside familiar faces like Naomi Campbell and Rosie Huntington-Whiteley.
Celebrating Age in Fashion Campaigns
This seasonal advertising wave highlights famous personalities over 50, including actor John Malkovich, 71, and singer Melanie C, 51, in J.W. Anderson’s loafer bag campaign, while Michelle Yeoh, 63, promotes a collaboration between Moynat and Labubu. Additionally, Christopher Walken, 82, leads the Yves Saint Laurent fall men’s campaign.
Changing Perceptions in Advertising
- Older celebrities resonate with consumers seeking authenticity.
- Mature models provide a refreshing alternative to the industry’s youth-centric focus.
- Brands aim to connect with Gen X, 75% of whom are over 50.
Rebecca Valentine, founder of the Grey Model Agency, notes that brands are beginning to realize the significant role older models play as fashion icons. This approach reflects a shift that appeals to consumers’ desires for genuine representation. As younger generations, such as Gen Z, gravitate toward brands exhibiting authenticity, the demand for inclusive marketing grows.
A Demographic Shift
A 2023 U.S. Bureau of Labor Statistics Consumer Expenditure survey reveals that those between 1965 and 1980 are out-earning and outspending other age groups. As more companies recognize the buying power of older adults, their visibility in marketing is increasing. Dana Keilman, co-founder of Morning Light Strategy, emphasizes the importance of portraying older adults as relatable individuals rather than outdated stereotypes.
Younger demographics also drive this shift as they respond positively to brands prioritizing genuine character over superficial aesthetics. For instance, at Paris Fashion Week, L’Oréal Paris featured icons like Jane Fonda and Helen Mirren, showcasing how these figures break traditional beauty ideals.
Inclusivity in Fashion
Parisian brand Mugler illustrates this trend by casting 67-year-old Sharon Stone in its Re/Edit campaign. The label’s focus has shifted from representing a “Mugler girl” to celebrating the diverse experiences of a “Mugler woman.” Managing Director Adrian Corsin notes this approach as a necessary part of the inclusivity conversation
The evolution of fashion advertising demonstrates the industry’s renewed celebration of aging. With an increasingly active and engaged older population, brands are learning to embrace this demographic, showcasing experience and authenticity as powerful assets.
