The Sunday Post (Newcastle)

Why grey is the new black for this year’s models

No age limit on looking fabulous as beauty firms rush to sign models and share in over-50s’ spending spree

- By Tracey Bryce TRBRYCE@SUNDAYPOST.COM

Fashion and beauty companies rush to share in booming over-50s market

When it comes to the fashion and beauty industry, it seems grey really is the new black. Big brands are increasing­ly using older women to promote their products with Helen Mirren, 73, Tilda Swinton, 58, Jane Fonda, 80, and Charlotte Rampling, 72, all fronting campaigns for beauty giants such as L’Oréal, NARS and Marc Jacobs.

Coincident­ally, perhaps, L’Oréal has just parted ways with singer Cheryl Cole, 35.

It’s perhaps no surprise, as the over-50s are now the biggest buyers of beauty products in the UK. According to industry statistics, from the age of 50 to 70, the average British female will spend £43,446.

Modelling agency boss Rebecca Valentine, certainly thinks so. She opened Grey Modelling Agency in London three years ago, representi­ng middle-aged men and women.

“We’ve seen a shift in attitudes by both the fashion and advertisin­g industries,” says Rebecca.

“When I first set out, I assumed my models would be commission­ed for life insurance and pharmaceut­ical ads, generally ‘older people’ brands.

“But we have seen a huge upturn in top brands booking our models, from Gucci to Burberry, and Diesel to Puma.

“Society has been told for so long that after children, a career and retirement, you have had your time but that’s simply not the case for women these days.

“Today’s over-50s are more vibrant, inspiring, fit and creative than any generation before them.”

Michelle Coulter, manager at Glasgow-based Colours Agency, also has a number of more mature models on her books. She says: “There has always been a market for older models but when Marks & Spencer used Twiggy, it paved the way for other brands to make changes in how they advertise.

“I think the general perception of what’s beautiful has broadened, which is a great thing for everyone.”

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