Luxury fashion houses are dramatically shifting their marketing strategies by prominently featuring celebrities over 50 in major campaigns, with Burberry's recent holiday advertisement starring 67-year-old British actor Jennifer Saunders leading the trend.
The New Face of Luxury Fashion
In Burberry's festive social media campaign, Jennifer Saunders appears in various holiday preparation scenes, carrying a life-size gift-wrapped teddy bear and hosting models Naomi Campbell and Rosie Huntington-Whiteley at her cozy house party. Best known for her iconic role as Edina Monsoon in the 1990s comedy series Absolutely Fabulous, Saunders brings nostalgia and uniquely British humor to the campaign, with fans flooding comments sections calling her a national treasure.
This movement extends far beyond Burberry. Designer Jonathan Anderson cast 71-year-old actor John Malkovich and 51-year-old singer Melanie C for his J.W. Anderson loafer bags. Meanwhile, 63-year-old Michelle Yeoh promotes Moynat's collaboration with Labubu, 57-year-old Parker Posey danced in a Gap advertisement, and 82-year-old Christopher Walken stars in Yves Saint Laurent's fall men's wear campaign.
Why Brands Are Embracing Mature Talent
According to Rebecca Valentine, founder of London's Grey Model Agency which represents beautifully ageing talent, this trend represents a fundamental shift in fashion marketing. Brands are recognizing the value in mature models as role models, fashion icons and characters in their own right, Valentine explains.
The movement away from youth obsession resonates with consumers across generations, including Gen-Z shoppers who increasingly prefer brands that feel authentic and identity-rooted. The better way forward is for authentic intergenerational representation, Valentine emphasizes, noting that her client, 54-year-old musician-turned-model Sango, was cast in Louis Vuitton's holiday campaign for his unique appeal rather than as a grandfather stereotype.
Targeting the Powerful Gen X Market
Beyond authenticity, this strategic shift directly targets Generation X consumers, with 75 percent of Gen X now over age 50. According to the 2023 U.S. Bureau of Labour Statistics Consumer Expenditure survey, those born between 1965 and 1980 are out-earning and outspending all other generations.
Dana Keilman, CEO of Morning Light Strategy, notes that despite their economic power, older adults have typically been portrayed through ageist stereotypes in advertising. Older adults want to be shown as real people who are relatable, not lonely, sad, tech-phobic individuals or zany caricatures, she states.
Demographic changes further drive this trend. With longer lifespans and reduced birth rates, the population aged 50 and older represents an unprecedented market segment. In Canada, the 65-plus population is expected to grow to 24 percent by the end of the 2030s.
Adrian Corsin, managing director of Mugler, confirms that mature women are now central to inclusivity conversations alongside body positivity and gender expression. The fashion house recently cast 67-year-old Sharon Stone in its Re/Edit campaign, with Corsin noting We've always talked about the Mugler woman and not the Mugler girl. Stone's 1992 runway appearance in Mugler's dominatrix-inspired designs made her the absolute incarnation of the Mugler archetype.
Together, these high-profile castings signal a revolutionary change in fashion advertising: aging is no longer something the industry avoids but something worthy of celebration. For the first time in recent memory, experience rather than youth is trending.
