Models Direct: The Rise of the Mature Model

As we get further into the Autumn/Winter fashion campaigns this year there is an extraordinary trend developing within the industry.

[UKPRwire, Fri Sep 18 2009] As we get further into the Autumn/Winter fashion campaigns this year there is an extraordinary trend developing within the industry.

It’s hard not to notice how many more mature faces are featuring in the latest ads.

Olay chose 59-year-old Twiggy to head up their campaign, Louis Vuitton and 50-year-old Madonna pair up for a second campaign, Christy Turlington fronts Bally and YSL at 40 and Pringle have shunned younger models this year in favour of Tilda Swinton (49).

So what is driving the fashion industry towards this sudden increase in the use of more mature models, and what does it mean for those who have considered becoming a model?

“I think this trend is mirrored throughout the industry,” says Damian O’Connor, Managing Director at Models Direct. “We have certainly seen an increase in the demand for older models in the past few months, which has really opened things up for our more mature faces hoping to gain modelling assignments,”

What is the appeal of the more mature model?

Marc Jacobs says he chose the Queen of Pop for 'her presence’ and ‘her strength’ and this appears to be the point. Clearly none of the ladies mentioned above are typical of their age group in terms of looks; however, more than anything they represent women of character, giving them an unassailable advantage over the average teen ‘mannequin’. This is what appears to be attracting those who are looking to find a model with more substance.

The models mentioned are healthy, driven women, mothers, who eat and work out and continues to enjoy their lives to the full. This is what the industry is endorsing and that is what makes it relevant and positive for many of the older ladies out there!