Zara is promoting age inclusivity with the newly unveiled Timeless collection campaign. The Spanish clothing and accessories retailer is part of one of the world's largest apparel companies, and is known for its fast fashion and highly responsive supply chain.
While Zara is often associated with the millennial market, brand bosses are now seeking to tap into another demographic, and has called on models Malgosia Bela, 40, Yasmin Warsame, 41, and Kristina de Coninck, 53, among others, to front the marketing imagery for its latest range which revamps classic wardrobe staples.
Even though most Zara models go nameless in editorials, the three women are profiled in the campaign, and interviewed about their careers.
Zara's most stylish new pieces to put on your wishlist
"I prefer myself so much better now than 10 years ago or 20 years ago," Bela said in a clip of reaching the milestone age. "Obviously it will be nice to not get old and ugly, but then (the) mental process is only better for me. So, it's a paradox; More confidence and then you are getting old. But it's… I kind of like it."
The Polish model made her debut in 1998 and has worked for the likes of Givenchy and Balenciaga, while Somalian-born Canadian star Warsame has walked the runways for Christian Dior and Jean Paul Gaultier, as well as appeared on the covers of American Vogue and Elle magazine. And de Coninck has had a long-standing relationship with Maison Margiela.
In the images, each of the models poses in the garments, with the fall offerings including trench coats, oversize blazers, high-waisted jeans, jackets and sweaters.
Zara's decision to steer away from 20-something models for the line follows in the footsteps of brands such as Celine and Saint Laurent, who have previously hired Joan Didion and Joni Mitchell to front campaigns.
And '90s supermodels such as Amber Valletta and Carolyn Murphy made a major catwalk comeback during the fall/winter 2017 season.