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AN increasing number of designer brands are planning to turn to celebrities in their 40s and 50s to sell their exclusive lines in 2009.
Madonna, 50, Jerry Hall, 52, and models Helena Christensen and Stephanie Seymour, who are both in their 40s, are among the big names that have been announced for major campaigns.
Louis Vuitton designer Marc Jacobs wanted to show the 'ultimate Parisienne' in the new Vuitton adverts. "To carry off all these references and this sophistication, we needed the ultimate performer - and for me, that is Madonna," he said.
Supermodel Christensen, who turned 40 on Christmas Day, appears in a similarly high-concept ad for Agent Provocateur, a video called 'Pirate Provocateur'. The lingerie label's founder, Joe Corre, said Christensen 'fits the bill perfectly as our pirate queen'. Corre's mother - fashion designer Vivienne Westwood - has also turned to an iconic older model: Pamela Anderson is set to appear in the campaign for Westwood's Red Label collection.
Actresses Jerry Hall and 44-year-old Monica Bellucci are both appearing in campaigns for next year's collections - Hall for Chanel and Bellucci for Dior accessories.
"(Adverts) are now more in line with the people that are actually buying these products. These are real women representing the clothes, women that the people buying the products can actually aspire to," explained Sian Steel, managing director of Independent Models, whose agency represents both Hall and Christensen.
"Jerry and Helena have been very fortunate in that they have worked consistently throughout their careers. However, we have seen a general increase in interest in models at their level."
Katie Baron, fashion production and bookings editor at Harper's Bazaar, said: "For a magazine like ours, older women and celebrities offer another dimension, a level of experience and charisma which can sometimes be difficult to parallel.
"It's also worth remembering that the most influential people in the fashion industry are now women of a similar age to the older models and celebs being featured. They are the iconic figures with whom that successful generation has grown up and therefore to whom they feel a connection."
And it is not just women. The trend for older models seems to have taken off in menswear, too. At his spring 2009 menswear show in June, designer Yohji Yamamoto sent grey-haired models in their 60s down the catwalk and Louis Vuitton's latest 'Legends' advert stars Sean Connery. The series may have already featured Mikhail Gorbachev and Keith Richards, but at 78 Connery is the oldest legend yet.
