THE NEW OLD

LIGHTS, CAMERAS, designer clothes and a team of glossy stylists; all the usual hallmarks of a high-end photoshoot are present, but this is no ordinary campaign photoshoot. For starters, the images aren’t for a prestige magazine. Then there’s the fact that models Suzanne Peck and Heather Inwood are both 80-plus years of age. Pioneering business NurseWatch (nursewatch.com.au) has set its sights on shaking up the aged care industry – and that includes how it’s visually presented. There isn’t a pastel cardigan or oral teacup in sight. Instead, there’s a crack editorial team led by renowned photographer Georges Antoni.

“We wanted to rethink how our ageing population is perceived,” says NurseWatch founder Kate Spurway. “We’re providing a different model of aged care, so we wanted our campaign images to re ect that.”

Georges, whose work regularly features in ELLE, says “the images recognise elderly Australians lived rich and interesting lives, and that there’s much more to come”.