Testimonial generational. Give her catwalks at advertising campaignsin recent seasons the fashion industry has bet on faces And star over 50. As demonstrated by the new project by Stella McCartney with Helen Mirren.
The famous British actress, born in 1945, is just the latest example of the recent wave of so-called older women which have gained a leading role in parades and events. Stella McCartney’s campaign starring Helen Mirren therefore reflects the fashion system’s fascination with celebrities and models who have long passed the age of 30, who have in the meantime become the reference audience for the entire sector luxury.
Helen Mirren for Stella McCartney, 80 years old and not hearing them
The Oscar-winning actress is certainly no neophyte when it comes to fashion show and front row. After inaugurating the Spring-Summer 2026 show of the British fashion house with a reading of Come TogetherHelen Mirren now becomes the protagonist of countryside dedicated to Ryder Bag Of Stella McCartney. Environmental sustainability, elegance evergreen and the celebration of one femininity without age limits thus they meet in the images taken by Mary McCartney, the designer’s sister. Helen Mirren, who turns 81 in July, also succeeds Eva Mendesborn in 1974, as the face of the It Bag, demonstrating once again that beauty and charm have nothing to do with the registry office.
The fashion industry is betting on faces over 40
A few months ago, Simon Porte Jacquemus had presented the first Brand Ambassadors of the maison that bears his name: his Grandmother Liline Jacquemus, class 1946. Always a source of inspiration for the French designer, the unprecedented 80-year-old testimonial has just paraded together with her nephew on the steps of the 2026 Met Gala. Recently, however, the very elegant ladies protagonists of the popular Instagram profile @sciuraglam they posed as testimonials for the brand’s new jewelry collection Jenny Bird.
The designer Simon Porte Jacquemus together with his grandmother Liline at the 2026 Met Gala. (Photo by Jamie McCarthy/Getty Images)
The latest cover of Voguewhich portrays the two 76-year-olds Meryl Streep and Anna Wintour, marks the highest moment of the fashion industry’s interest in women over 50. The latest Fashion Monthon the other hand, has been the setting for countless faces and protagonists far from twenty years old. On the catwalk of Miu Miu Autumn-Winter 2026/27, for example, the 51-year-old style icon stood out Chloe Sevignywho returned to model for the brand after thirty years, and the actress 57 years old Gillian Andersonwhich closed the show. The 50-year-old model Stephanie Cavallifor its part, opened the fashion show Of Chanelin which fifteen women over 40 marched. In addition to the eternal Kate Mossgreatly admired by Gucci, Bottega Veneta he bet on nine older women; Givenchy out of eight; Tom Ford out of nine. Balenciaga he chose five, Louis Vuittonfour.
Gillian Anderson, born in 1968, on the Miu Miu Autumn-Winter 2026/27 catwalk. (Photo by Giovanni Giannoni/WWD via Getty Images)
Getting older dictates the trend
The record achieved by Helen Mirren accurately illustrates the fashion industry’s current interest in women women over 40 and 50. Pierpaolo Picciolicreative director of Balenciagafor example, revealed that this season it was easier to find models over thirty than models plus size. While the movement of body positivity abandon the catwalks, in short, women with gray hair, wrinkles and signs of aging, to be shown rather than hidden, conquer the spotlight.
As Vanessa Friedman points out on the New York Times70% of all U.S. wealth is concentrated in the 55+ age group, which is responsible for more than 45% of consumer spending. It is not surprising, then, that in a time of general slowdown in the food sector luxurymaisons and brands should address themselves directly to those who hold the greatest economic power, finally making theirs resemble them customers to theirs testimonials.
It remains to be seen whether it is a structural change or one trend passing.