# Classically Mature Model Lookbooks The Row 2014 Lookbook Speaks Against Ageism in Fashion By Vasiliki Marapas | Published 2014-01-10 | Updated 2014-01-12 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/the-row-2014 References: [jezebel](http://jezebel.com/mary-kate-and-ashley-cast-65-year-old-model-for-pre-fal-1497862361?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:) & [style](http://www.style.com/fashionshows/review/2014PF-ROW/) Mary-Kate and Ashley Olsen have gone a very different route with The Row 2014 look book. Rather than ascribing to the cult of youth that is prevalent in the fashion industry, the Olsen twins employed a very mature range of women to model their latest collection. In fact, the youngest model is 39-years-old, while the oldest is the fabulous 65-year-old fashion-editor-turned-cosmetics-maven Linda Rodin. Beyond taking a stance against the blatant ageism in the industry, the decision to use mature models reflects the timelessness of the line. The progressive pre-fall collection is particularly significant, considering the fashion-forward twins are planning to open their first store in Los Angeles this summer. I applaud the Olsens for throwing caution to the wind and proving the ageless elegance of their collection. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 63% | Activity: 81% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What Makes This Trend Stand Out - **Anti-ageism Fashion:** The use of mature models in fashion promotes the timeless elegance of a collection, challenges the cult of youth prevalent in fashion and gives an opportunity for designers to tap into this underrepresented segment. - **Inclusive Beauty Standards:** The inclusion of models with matured looks in the fashion industry creates a culture of inclusive beauty standards, and highlights the opportunity for the cosmetic industry to seize on developments driving inclusivity and representation. - **New Look for Established Brands:** Established brands are re-branding by positioning themselves to a mature market, by leveraging on ageless elegance to cater for the needs of mature customers and seize opportunities for growth with new business models. ### Sectors Adopting This - **Fashion Industry:** Fashion brands championing inclusivity and anti-ageism in their marketing strategies creates expanding markets for mature fashion, driving sales and new trends in fashion. - **Cosmetic Industry:** Established brands tapping into inclusive and mature beauty standards to drive innovation in products can cultivate customer loyalty amid a more diverse customer base. - **Marketing Industry:** Creatives behind campaigns tapping into ageless elegance and inclusive beauty standards can reshape the marketing industry and provide new opportunities for the development of more inclusive campaigns. ## Related on Trend Hunter - [Cross-Cultural Runway Shows](https://www.trendhunter.com/trends/chinese-golden-age-models.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Mature Fashion-Forward Brands](https://www.trendhunter.com/trends/wit-and-wisdom.md) - [Gen X Beauty Brands](https://www.trendhunter.com/trends/molly-sims.md) - [Gen X-Targeted Fashion Labels](https://www.trendhunter.com/trends/regalo-studios.md) - [Intimate Fashion Capsules](https://www.trendhunter.com/trends/velvet-heat.md)