The models aged over 55 taking over the fashion world

Ageing gracefully is in vogue, with model agencies reporting a staggering increase in demand for “real” women over 55. Meet some of our most in-demand mature models.

Ageing gracefully is in vogue, with model agencies reporting a staggering increase in demand for “real” women over 55.

Flipping ageism on its head, leading fashion and beauty brands are wanting older models who don’t “look fake” and will appeal to females who tend to have more money to spend.

Jodie Bache-McLean, managing director of JDW Brisbane-Chic Management, said women over 55 “no longer want to be sold a product by a beautiful 20-year-old”.

“They want to see themselves, wearing the fashion, using the skincare and applying the make-up,” Ms Bache-McLean said.

“The demand for age diversity has been a very fast progression over the past five years.

“As the population ages, and we are ageing well, we have the spending power. It would be brand suicide to exclude a demographic with the dollars to spend.”

Ms Bache-McLean said agencies were increasingly looking for mature models who are “comfortable in their own skin” and “with no obvious enhancements, showing the world that beauty has no boundaries”.

Model Sharon Kenny, 59. Picture: Lachie Millard.

Sharen Kenny, 59, has been modelling for more than 40 years and is busier than ever.

Becoming the official face of Country Road in 1987, the former St Aidan’s schoolgirl returned as one of the Australian brand’s models in 2022.

Ms Kenny, who had a decades-long career in Europe and Japan including for Vogue, Volvo, Ray Ban, Sony and Shiseido, has also recently featured in campaigns for Priceline, Perri Cutten and Suzanne Grae.

“Having worked for so long overseas, it is not so usual for me to see mature women – and natural women – modelling but I’m very excited that Australia has jumped on board,” she said.

“It’s a hard industry and you need to be very professional.

“I have nothing to do with plastic surgery – I drink a lot of water, eat good food, exercise and use scrubs and face masks once a week.”

Ms Kenny, a standout on the runway at the 2023 Brisbane Fashion Festival, said she was “incredibly proud” of her career.

“To see it take off again is just brilliant. I haven’t put a time limit on it – I’m loving being back because fashion is in my DNA,” said Ms Kenny, whose family were once the agents for Sportscraft in Queensland.

Sharen Kenny on the cover of PETRA in 1984. Photo: Supplied.

Brisbane-based designer Sallyanne Astill, of Astille, requested Ms Kenny for her latest campaign because “fashion should not just be for the young”.

Women are often working longer to keep mentally challenged and are more financially independent – as a result they know what they want, and are not afraid to express it.

“They have broken away from the norm of wearing ‘sensible’ clothes and shoes, and have chosen to retain a stylish youthful look, and why not?

“It is all about confidence, independence and self-assurance.”

Kathy Ward, a director of Sydney’s Scoop Management which represents a number of Queensland models, said more than one-third of those on its books were over 40, a marked shift over the past five years.

“Brands are wanting to be more authentic and appeal to a broader demographic,” Ms Ward said.

“Older models need to look real and not fake; clients love grey hair and natural faces.”

But she said it was hard for an older person with no modelling history to break into the industry – “experience is critical”.

She also said they needed “a point of difference”, for example a love of yoga.

”It is important they illustrate they have something more to give other than their looks.”

55+ AND FABULOUS: QLD’S TOP MATURE MODELS

Rachel Waller, 65, Queensland

Model Rachel Waller. Photo: Instagram.

Rachel’s embracing of her age is reflected in her Instagram account @inhersixties Brands keen to showcase her timeless beauty include Mecca, NAK Hair, Country Road, Husk and Biologi. She has walked at Australian and Brisbane fashion weeks and been modelling since the 1970s.

Luisa Dunn, 53, Queensland

Luisa Dunn. Picture: Tara Croser.

Retiring from modelling at 39, Luisa returned at 50 after deciding to let her hair go grey and charting the process on social media. Her following took off and she was approached by Silverfox Management and has been gracing catwalks ever since. She’s done campaigns for Decjuba and Myer and walked at the 2023 Brisbane Fashion Festival.

Sarah Grant, 73, NSW

Sarah made waves two years ago when, aged 71, she made her Australian Fashion Week debut – and in a swimsuit. But she is by no means new to the industry, having started as a 16-year-old for Pierre Cardin in New Zealand and then walking for Valentino and Karl Lagerfeld in Europe. This year she modelled for Aje, which has stores in James Street, QueensPlaza and Pacific Fair.

Penny Hill, 60, Victoria

Penny Hill. Photo: Instagram.

Another “silvfluencer”, Penny has been the face of Natio skincare and cosmetics, done campaigns for fashion labels Ralf Studios and Strateas Carlucci. She returned to modelling in her fifties and has been a standout at Melbourne Fashion Festival.