The Shift Toward Age-Inclusive Representation
For decades, the fashion and advertising industries operated under a narrow definition of beauty, often erasing women once they passed a certain age. Still, a significant shift is occurring. The narrative is moving away from youth-centrism toward a more authentic, age-positive approach.
We are seeing a transition where mature representation is moving from niche, specialized agencies into the mainstream. Whereas agencies like Silverfox Management—which represented talent aged 30 to 90—pioneered this space, larger firms are now following suit. Agencies such as Red Eleven, Unique Models and Monarch are increasingly making room for mature women on their books.
In New Zealand, one third of the population consists of mature individuals who hold 49% of the country’s disposable income. This massive buying power is a primary driver for brands to rethink their casting strategies.
From “Mature” to “Relatable”
The goal is no longer just about having a “mature” face in a campaign; This proves about relatability and aspiration. The industry is beginning to recognize that beauty is ageless. When brands mix age groups in a single campaign, it highlights how different generations complement each other, creating a more inclusive and realistic visual narrative.
This evolution is evident on the highest stages of fashion. Mature models have successfully walked runways for both New Zealand Fashion Week: Kahuria and Australian Fashion Week, proving that the “glass ceilings” society pretends don’t exist are finally being smashed.
The Economic Power of the Mature Consumer
Market dynamics are forcing a change in how brands communicate. For too long, the demographic with the most spending power was made to feel invisible. Now, brands are realizing that to engage the consumer, they must reflect the consumer.
This is not just a trend in high fashion but extends to broader media landscapes. By utilizing models who are “unapologetically themselves,” brands can build deeper trust and stronger relationships with an audience that values authenticity over airbrushed perfection.
To truly champion an #agepositive message, avoid tokenism. Instead, integrate mature talent across various campaigns to reflect the actual diversity of your customer base and their purchasing power.
Visibility as a Catalyst for Confidence
Beyond the economics, the trend toward visibility has a profound psychological impact. For many women, being “seen” by the industry is a reminder that they remain powerful, desirable, and relevant.
Real-life examples demonstrate this impact. Rewa Harker (Ngāti Kahungunu), for instance, found a whole new career through age-positive representation, eventually appearing on a Viva cover and walking for designers like Campbell Luke. Similarly, Amanda Bransgrove returned to modeling at 57, using the platform to challenge the notion that women are erased from fashion as they age.
This shift suggests a future where visibility is treated as a tool for confidence and relationship building, rather than just a marketing tactic. The focus is shifting toward “changing the narrative” around aging, ensuring it is not made harder for people by making them feel invisible.
The Future of Ageing and Retirement Services
The influence of age-positive representation is expected to bleed into other sectors, including ageing and retirement services. As the population ages, there is a growing opportunity to apply the same principles of visibility and dignity to how we approach later life, ensuring that the journey of ageing is supported by a culture of inclusion rather than exclusion.
Frequently Asked Questions
Is there still a demand for mature models?
Yes. There is a growing trend of mainstream agencies deliberately making room for mature women as brands seek to align their imagery with the demographic that holds significant disposable income.
What defines a “mature” model in the current industry?
While definitions vary, agencies like Silverfox have represented talent from age 30 up to 90, indicating that “mature” covers a vast and diverse spectrum of age groups.
How can older women enter the modeling industry today?
Many mainstream agencies are now open to mature talent. Seeking representation with agencies that value #agepositive messaging is a strong starting point for those looking to increase their visibility.
Join the Conversation
Do you think the fashion industry is doing enough to represent women of all ages? We want to hear your thoughts on the shift toward age-positive beauty.
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