|Joni Mitchell, 71, was chosen by Yves Saint Laurent designer, Hedi Slimane, to be the face of the fashion house.|
They just love us!
More and more brands are signing up women of, as my friend Anne-Françoise says, “d’un age certain” — as opposed to the more abstract “d’un certain age” if you see what I mean. It’s sort of semantics, but still. . . I think of a certain age as 50-ish to whatever-ish, although my the French friends tell me a certain age is much older.
|An aside: Betty Catroux, one of Yves Saint Laurent’s original muses looks a lot like Joni Mitchell don’t you think? Pictured here, of course, with the ever marketable Catherine Deneuve.|
No matter, thats sans importance what is interesting is that two more women are joining the ranks of a certain age with Tanya Drouginska, 64; Charlotte Rampling, 68; Jane Fonda, 77; Catherine Deneuve, 71; Helen Mirren, 69; Iris Apfel, 92; and Jessica Lange, 64 to give another dimension to a product’s image.
We have been told forever that young sells, but clearly intensive marketing studies must have discovered that old and older might be equally effective (let’s not forget the power of disposable income). No one can be naive enough to believe a brand would risk sales on a whim. Fads and fashion may make headlines, but the bottom line is serious business.
|The brilliant writer, Joan Didion, 80, will add to the image of Céline.|
I’m hoping someone will conduct a scientific sampling of young and youngish women and ask them what they think about this “revolutionary” approach to promoting a product’s identity. Let’s hope they love it. After all, these women of a certain age are accomplished and interesting. Therefore it would be nice to believe that their accomplishments count for something including different definitions of beauty.
A question for you: What is the other common trait all of these women share? That too is quite compelling.