Why It Makes Sense That Nars's Latest Campaign Star Is 68 Years Old

Mature models are having a moment.
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Dhani Mau
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Mature models are having a moment.
Charlotte Rampling. Photo:Getty

Charlotte Rampling. Photo:Getty

Mature models are having a moment. American Apparel recently unveiled a lingerie campaign featuring a 62-year-old. Linda Rodin, 65, starred in The Row's pre-fall 2014 look book as well as Karen Walker's spring 2013 eyewear look book alongside 91-year-old Ilona Royce Smithkin. Catherine Deneuve, 70, is in one of Louis Vuitton's latest campaigns. The list goes on. And it's about to get longer.

Nars announced Wednesday that its next face is none other than British actress Charlotte Rampling, who happens to be 68 years young -- not to mention very chic, in my opinion. Throughout her stint as a creepy psychotherapist on "Dexter," she not only delivered a great performance, but also looked fantastic at every turn. She also was a (very stunning) model before she began acting.

François Nars told WWD it is her "strength of character" that makes her a perfect fit for the brand. “I remember Dirk Bogarde referencing Charlotte’s ‘fabled look’ because of the combination of her beauty and withering gaze,” he said. “This is what makes her an endlessly watchable mystery.”

This increase in mature models is more than just a trend, though. It's smart marketing. Baby boomers are currently over 60 (like most of the aformentioned models), and in addition to making up a large portion of the population, they spend more than any other generation. However, millennials are catching up and are expected to outspend them by 2017, so there will probably still be careers for those beautiful 20 to 25 year olds. Nars probably knows this too, hence the company's recent decision to unveil a new product line on Snapchat.