The New Model Subject: “Coolness” and the Turn to Older Women Models in Lifestyle and Fashion Advertising

  • Deborah JermynEmail author
  • Anne Jerslev


The desirability of youth is a core value long held dear by fashion and lifestyle advertising. Yet numerous recent campaigns by the likes of Lanvin and The Row have been fronted by older women. This chapter examines the implications of this shift for understanding the cultural value that older women can, or cannot, signify at this time in these spheres. Focussing particularly on the 2015 Céline campaign featuring Joan Didion, and the 2017 Pirelli calendar, this chapter argues that crucially the notion of cool is reinscribed across these labels by way of the “edgy” older woman subject, and examines to what extent this challenges (or merely relocates) established norms pertaining to what kinds of bodies warrant our desire and attention.

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Copyright information

© The Author(s) 2017

Authors and Affiliations

  1. 1.University of RoehamptonLondonUK
  2. 2.University of CopenhagenCopenhagenDenmark

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