THE OLD & THE BEAU­TI­FUL

Never has the allure of the older woman been stronger, with the 6o+ set scor­ing the coolest of the cos­met­ics cam­paigns. HAN­NAH BETTS can’t wait to catch up...

Harper's Bazaar (India) - - BAZAAR BEAUTY -

Mary-Kate and Ash­ley Olsen hired iron-haired Linda Rodin, 65, to front their pre-fall ads for The Row. And the no­to­ri­ously ho­mo­gene­ity-ob­sessed Amer­i­can Ap­parel has a new knick­ers model in the form of 62-year-old Jacky O’Shaugh­nessy: All scar­let lips, flow­ing grey locks, and lacy briefs.

We had be­come ac­cus­tomed to Diane Keaton, 68, and Jane Fonda, 76, mar­ket­ing age-ap­pro­pri­ate creams to menopausal fe­males, but—be­hold—here are older women pro­mot­ing prod­ucts to con­sumers decades their ju­nior. All of a sud­den, it is the 60+ set that is the go-to group for the most pres­ti­gious cam­paigns, rather than the win­some teens of yes­ter­year. Women whose char­ac­ters we re­spect as much as their beauty, and who have had time to ac­com­plish some­thing sub­stan­tial—this is the older woman in all her heady allure.

The ball for this slow-burn­ing trend started rolling a few years ago when style icon Iris Apfel, now 92, was de­ployed by M.A.C se­nior vice-pres­i­dent and cre­ative di­rec­tor James Gager in the wake of street-up de­mand for what the brand termed “real rep­re­sen­ta­tion”. She re­marked at the time: “We have an in­sane love af­fair with youth. Youth is beau­ti­ful and won­der­ful, but there’s a lot more. Life doesn’t stop when you’re 30. I think it’s piti­ful that peo­ple lie about their age. What’s wrong with get­ting old? I think if you’re lucky enough to get old, you should cel­e­brate it.”

Glam­orous oc­to­ge­nar­ian Joan Collins, who re­cently gave me a rather bril­liant makeover with her Time­less Beauty range for QVC, shrugs off the mat­ter of age. Collins works hard at her looks—keep­ing out of the sun, ex­er­cis­ing daily, and liv­ing off sal­mon, av­o­ca­dos, and the odd glass of cham­pagne. She rolls her eyes when women in their 30s pa­tro­n­ise her by declar­ing that they hope they look as good at her age, scoff­ing: “Many don’t look as good now!” And she’s right.

The au­di­ence that this in­sou­ciance speaks to most po­tently is the baby boomers: Those jeans-clad, post-war flower

Ellen De­Generes

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