Luxury fashion label Helmut Lang is redefining ageist stereotypes in the fashion industry by hiring a group of elderly women to front its latest campaign.
Enjoying fashion and developing a person sense of style isn’t a pastime solely reserved for the youth of today, as “The Women of Wales” campaign proves.
In order to demonstrate the way in which fashion transcends generations, Helmut Lang decided to select a group of elderly Welsh women to model clothes from its new autumn and winter womenswear collection.
Among the models includes 86-year-old Dilys Price, who currently holds the record as the world’s oldest skydiver and whose motto is: “Doing what you want and not being afraid.”
She can be seen wearing the Helmut Lang peak lapel corduroy blazer and trouser in “wave” blue, while 86-year-old fellow model and retired funeral director Margaret wears the same blazer in “canvas” white.
The models were photographed for the campaign by Alexandra Leese, who described the team at Helmut Lang as “a dream to work with.”
“I wanted to celebrate women of an age that is often bypassed in the mainstream media,” Leese tells The Independent.
“It was important to show that style and passion isn’t restricted to youth.
“We aimed to find women who stood for something and had a story to tell, which would inspire people and put a smile on their faces.”
Puleng, a 66-year-old woman from Wales who’s originally from South Africa, was also photographed for the campaign.
She originally met her husband in the 1970s, although they lost touch for many years after she returned to South Africa.
Puleng was reunited with her husband six years ago and they now live together in Merthyr, Wales.
According to Leese, Wales was chosen as the location for the campaign due to close connections that various members of the team have with the country.
“I realised that shooting real people, and showcasing their stories and culture in an inspiring and positive way was something that really resonated with viewers,” says Leese.
“Wales seemed the perfect choice as Luke, the director, and Charlotte, the stylist and casting director, both have Welsh roots.
“Wales is a beautiful place with a rich yet under-appreciated culture and I thought it deserved some air time!"
