Christy Turlington stars for YSL looking just as good if not better than she did at the height of her career 20-years-ago. Ditto Madonna who returns for a second season as the face of Louis Vuitton - in those bunny ears.
Olay has shunned younger faces to announce that Twiggy (at 60) will front the beauty again this year, twenty years after she first did so in the 1980s. And just yesterday Pringle announced that Tilda Swinton, a 49-year old actress, not a model, will star in their next campiagn replacing Pixie Geldof and Daisy Lowe.
So, why is the fashion industry embracing older models? And what is the impact on sales?
Healthy sales of Vuitton handbags have been noted since Madonna starred in its ads, with customers actually requesting the 'Madonna bag' (this season's oversize squashy sadlebag-cum- tote with giant plastic bead and cord fastening).
'Madonna brings so much more to the clothes than a model' , expalined Marc Jacobs behind-the-scenses of his latest shoot with her madgesty. And he chose the Queen of Pop because he says, ' [with] her presence, her strength, this is an iconic woman'.
She'a a mother, she eats (there's even a video on you tube to prove it) , she works out and has fun, so what if she's 50, she looks great.
While it's true that none of these current mature stars actually look their age, what is important is that fashion is backing a trend for powerful, iconic role models - women who have achieved something and have character - rather than idolising identi-kit, teen manequins anymore.
But for Turlington, who celebrated her 40th birthday this year, fashion is now more of a hobby - her main focus has become her family, her studies and her charity work.
'Now I'm 40, I might be on the cusp of the career that I always wanted. I can't justify [expensive clothes] — honestly, I'd rather feed people.'
And it's this grown-up view of life, as well as, or maybe even despite her looks, that will mean her appeal as a model of substance with no doubt continue to endure.