Advertisers flock to sign up older models

Emma Woollacott
South Bank Sky Arts Awards - London
South Bank Sky Arts Awards - London

Not so long ago, the fashion pages were filled almost exclusively with pictures of half-starved fourteen-year-olds: but not any more. Following the success of 'real women' advertising campaigns such as Dove's, advertisers have realised that older models, too, can prove a draw.

Marks and Spencer was one of the first to cotton on, recruiting 1960s supermodel Twiggy in 2005 - and reporting that clothes were "flying out of the store" as a result. More recently, 70-year-old Catherine Deneuve has been fronting the latest Louis Vuitton campaign and 62-year-old Jacky O'Shaughnessy has become the new face of American Apparel.