We all know that the fashion industry has pretty narrow requirements of the average model.
Flick through the pages of a magazine and youll see 20-year-old models who are thin, white, and able-bodied. It wont make the average person feel represented.
When fashion brands do step up and offer some actual diversity, theyre worthy of applause – if only so we can loudly tell the fashion industry that yes, this is what we want.
Helmut Langs new campaign answers the call for diversity by hiring women in their 80s to front their Women of Wales campaign.
To showcase the autumn/winter 2018 collection, the label photographed some brilliant women who just happen to be older than the standard model type, in Methyr Tydfil, Wales.
The women chosen are Margaret, 86, the grandmother of stylist Charlotte James, Dilys, 86, who has the world record for the oldest female skydiver, and Gillian, 78.
They join a mother and son duo to model leather coats, suits, faux fur capes, and tracksuits.
On social media Helmut Lang has shared clips of the women talking about life in Wales and the lessons theyve learned from ageing.
The bigger the pile of sh*t the bigger the jewel, says Dilys. Find the jewel.
The one fact is were all born and were all going to die. When youre young you dont expect to get old and die.
I know that Ive got to live life until the day I die. Ive got to have a passion until the day I die.
Forget Gigi and Kendall. These are the women we want fronting every fashion ad.