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Older women are fronting major fashion campaigns and one of the next Bond girls is 50 – mature ladies are having a moment, but does it represent a change of attitudes or just a marketing gimmick? With her silver hair styled into a severe bob, clad all in black with huge sunglasses, 80-year-old U.S. author Joan Didion cuts a striking figure in the new ads for Celine.Such adverts should be no surprise given an aging population and the growing purchasing power of older people in some parts of the world.Artist, writer and curator Sue Kreitzman insists that older women are becoming more visible in all public spheres, and even goes so far as to call it an "older lady revolution".Sylvie Fabregon, who runs the Masters and Silver agencies for older models in the French capital, says she is seeing increased demand for more mature women.Sandra Howard, a 74-year-old author who was a top model in the 1960s and 1970s, is skeptical about the new trend, saying the ads featuring older women are "not about gray power, but the power to shock".
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