Advanced style
“Advanced Style” is a glossy book featuring glamourous mature consumers
photographer Ari Seth Cohen noticed on the world’s “sidewalk catwalks”. Based on his
blog, it salutes their confidence, beauty and style. It is hard not to notice that mature
female models are now staring at us on Instagram, in magazines and in a slew of recent
high profile ad campaigns, including esteemed writer Joan Didion (80) in Céline
ads. H&M’s premium “& Other Stories” brand chose several creative “inspirational”
older women to front its December 2015 party wear campaign. Not just the latest
expression of the fashion industry’s need to shock, these faces reflect broader cultural
trends, including the growing recognition of an ageing world. By using these mature
models, brands are saluting the ageless aspirations of baby boomers. Luxury brands in
particular are aware that many boomers, the oldest now hitting traditional retirement
age, are also quite well off, so the demographic more likely to buy luxury products
now sees itself reflected in luxury ads. Many of these older models are famous for
their creative achievements too. To be cool today, you need character honed from life
experience. These “mature movement” models represent female empowerment and
the idea that you don’t have to become invisible as you age