Models over the age of 40 are enjoying a surge in popularity, as women turn to more realistic figures and faces from which to absorb their fashionable influences.
While international models such as 57-year-old Nicola Griffin dominate the group, there are models closer to home finding their ageing looks more popular than ever.
In an industry that has been forever dominated by young, thin figures, it’s a welcome change and an exciting challenge to those companies refusing to embrace diversity.
This month Griffin starred on the cover of Sports Illustrated in the US, a choice that was widely celebrated.
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Nicola has only been modelling for the past five years, after being approached by a scout at a bank in Nottingham, UK. She has since appeared in campaigns for JD Williams and Marks & Spencer.
Griffin said she initially felt uncomfortable at the Sports Illustrated shoot, but then realised her inclusion was important to represent older women.
“On the shoot I was surrounded by younger girls and I thought, ‘What am I doing here?’ But then I thought, ‘Thank God I am here, representing my generation’,” she told Telegraph UK.
Australia’s first mature age modelling group Silverfox Management Group — which represents models aged 30-98 and promotes itself as “the home of ageless beauty” — has three women over 40 who are proving popular thanks to the renewed interest in older models.