More luxury fashion brands embrace the ‘mature trend’

From Tom Ford’s iconic pictorial in Vogue France 3 years ago, more luxury fashion brands have been replacing young celebrities and models with mature brand ambassadors. LVMH’s CÉLINE has recently tapped former Vogue Editor turned author Joan Didion as the new face of its Spring Summer 2015 advertising campaign photographed by Juergen Teller.

Italian duo Dolce & Gabbana features elderly ladies from Sicily in their Spring Summer 2015, while Saint Laurent Paris included singer Marianne Faithful in its 2014 Music series campaign and has recently cast folk singer Joni Mitchell as the new face of Saint Laurent Spring Summer 2015.

John Varvatos takes an indirect approach for its Spring Summer 2015 ad campaign showcasing Bob Marley’s sons Ziggy and Stephen in a black-and-white family portrait shot in Austin.

The new trend is obviously an interpretation of ‘old money’ luxury lifestyle which spans both younger and more mature clientele.

Oliver Petcu