Naomi, Cindy, Claudia, Yasmin, Nadja: older models star in stunning new ads for Armani and Balmain
February 28, 2016 | By:
Older models. Giorgio Armani New Normal Spring 2016 Campaign

Eva Herzagova, Stella Tennant, Yasmin le Bon and Nadja Auermann in Armani’s New Normal SS16 campaign

Armani has revealed its new spring ad campaign, starring 51-year-old Yasmin le Bon alongside Eva Herzigova, 42, Nadja Auermann, 44, and Stella Tennant, 45.

It comes a couple of weeks after Balmain revealed its spring/summer ad campaign, which reunited Cindy Crawford, who turns 50 this month, Naomi Campbell and Claudia Schiffer, both 45.

Older models. Balmain SS16 Claudia Cindy Naomi

Claudia Schiffer, Cindy Crawford and Naomi Campbell in Balmain’s SS16 campaign

The Armani photos were shot in black and white by legendary photographer Peter Lindberg, 71, who has worked with all the supermodels numerous times over the past two decades for a multitude of ad campaigns and iconic editorial shoots. His work took many of them from model to super, known internationally known by their first names only.

Lindbergh says these new photos were scarcely retouched, “all the better to show the elegance and decency that can exist in everyday life”. (That’s fashion speak for ‘keeping it real’ but oh, if only we could look this elegant in everyday life – these were and remain some of the most beautiful women ON THE PLANET!).

The ads are for The New Normal, a capsule collection of classic pieces in neutral shades, designed to form the foundation of a woman’s wardrobe.

Older models. Yasmin le Bon. Giorgio Armani SS16 resize

Yasmin le Bon in Armani’s New Normal campaign

Giorgio Armani explained his inspiration for the campaign to the New York Times. “I love and am interested by women whose lives are not dictated by trends, but by an attitude. Women who are natural, who truly live in and react to the world around them, and are not always swayed by trends. These women are both the inspiration and customer for these clothes.”

Cindy, Naomi and Claudia reunite for Balmain
Older models. Claudia and Cindy. Balmain SS16 resize

Claudia and Cindy (who is 50 on the 20th of this month) in the new Balmain ads

Earlier this month, three other supermodels in their forties also got together, for Balmain. These ads were also shot by a legendary fashion photographer, 50-year-old Steven Klein, who has a huge ouevre of high-end campaign and editorial.

Designer Olivier Rousteing said, “To say that working with these three incredible women was a dream come true is no exaggeration”. In an interview with Dazed, he added: “For this campaign, there was never any question of which direction to take: I wanted to create beautiful iconic images, strong portraits of these beautiful women.

“It was obvious that there was no need for any special installation or any type of lighting tricks. Pascal Dangin (the creative director), Steven (Klein) and I knew that the unique combination of Balmain’s designs and these powerful women was more than enough.”

The supers are having a moment – and the momentum behind using older models has gathered pace. Roll on the day that 40- and 50-something models really is ‘the new normal’!