This somewhat confusing headline was in today’s Sunday Telegraph. The paper claims that …the ‘waif’ look in fashion is over: now advertisers are demanding mature women with character and curves for their campaigns…. This is going to be music to ears of this blog’s latest contributor, James Langton Way, who runs Mature Models.
The paper describes how Francine Bloom, 59, began her modelling career four years ago and amongst many assignments was chosen to be the international face for Viagra’s advertising. She is on the books of Close Management, a specialist agency representing over 100 older models.
So are companies really changing their attitudes about the age of models they want to represent their products? Claire Roberts, a television fashion presenter, is more cautious about older models. Although there is more work for them now, she says, they still cannot command the same fees as young catwalk models. "It is still the case that the young models will be the ones who command the $10,000 a day."
What age of models do the 50+ want and expect to see in advertisements? It is a fascinating question, and one to which I don’t have a slick answer. I think it is something we will return to in coming weeks.
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