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Zara’s models may not be megawatt social influencers (there’s nary a Jenner nor Hadid in sight) but they’ve got that cool girl swag that appeals to what many people assume is the fast-fashion target demo, the 20-something millennial.
But that’s not the whole fast-fashion demographic story.
For its newest endeavor, the Timeless collection, the Spanish fast fashion retailer has tapped into the over-40 modeling set.
Zara called in big names, too, including Malgosia Bela, 40; Yasmin Warsame, 41; and Kristina de Coninck, 53, who have collectively walked for Dior, Valentino, Givenchy and Dries van Noten. The Spanish fast-fashion retailer also profiled each of the ladies, interviewing them on their views about getting older — yet another surprising move, as most Zara models go nameless in their catalogs and editorials.
The Timeless collection, launching with a fall offering, features several classic silhouettes — think trench coats, high-waisted denim and chunky cable-knit sweaters. The line rounds out the already robust offering of womenswear, TRF (the brand’s juniors label), menswear, childrenswear and swimwear (the brand at one time offered a short-lived unisex label).
The message? Zara is for everyone.
Zara isn’t the only brand looking to women over the typical 15-25 age range that encompasses the most in-demand models. Celine and Saint Laurent kicked off the trend by hiring Joan Didion and Joni Mitchell, respectively, to star in their campaigns. Gucci, Dolce and Gabbana and Loewe have followed suit in recent years, hiring Hollywood alumnae Vanessa Redgrave, Sophia Loren and Charlotte Rampling.
There has also been increasing age diversity on the runways over the past couple of seasons, with Amber Valleta, Stella Tennant and Carolyn Murphy returning to the catwalks at Tom Ford, Ralph Lauren and Michael Kors, respectively.
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