In a world where everything seems to be based on looking young, has society progressed with embracing and celebrating the natural process of ageing? Let’s take a look at this popular topic and question whether it’s true that the modelling industry only prefers younger models. Let’s go!

Youthfulness is often linked to being attractive and healthy. But as ageing happens, so do many other expected (and unexpected) physical changes. This doesn’t mean that the spark or good health has to diminish!

The industry was indeed best renowned for only depicting young people but diversity is turning on its head now with age being celebrated rather than being shunned. With age comes a wealth of experience, wisdom, charisma and confidence to share and the modelling industry is embracing this.

Models Direct has been part of the age-positive change, not just now but for the past thirty years that we’ve been in the industry.

So, no, the modelling industry isn’t just focusing on the youth –  mature and senior models are getting the spotlight shone on them too.

Modelling has no age limit and we’re seeing this with fashion houses casting models over 50 or 60 such as Jerry Hall, Iman and Maye Musk.

Models Direct is all about breaking down barriers, eliminating fear and liberating people so that they can access amazing opportunities in the modelling world. It’s happened for thousands and thousands of our registered models over thirty and so many have been satisfied with our services. Don’t believe us? Check out our models’ feedback to see what they have to say about working with us!

Our mature female model, Nalini [Reference: VFPK-3897], was booked with ECL Care, a south-east England service for at home and in-community adult support. Here’s what she shared about her jam-packed day:

“One very wonderful day. From the time I joined Model Direct I have felt supported and informed as my application progressed. Today I had my first experience of a photoshoot. It didn’t start well as there was a major incident on M25 and I was delayed. Both Charlie from Models Direct and the staff from the company the photoshoot was for were very supportive and assured me not to worry. On arrival I was welcomed warmly and through the process until I left I felt special and accommodated. There was no rush though I was late . My role covered that i needed assistance in my home towards independent living and was receiving guidance encouragement and support by Care Supporting Staff to gain this eg by showing me on how to cut vegetables vegetables, make a sandwich and such. The venue was just breathtaking and the aura was very calming. This experience was very different from being an extra on film sets. Everyone present were so friendly.”

Our agency believes that we all deserve to feel comfortable in our own skin and to feel beautiful regardless of our age.

Owning who we are, inside and out, is important so that we can uplift ourselves, embrace self-empowerment and redefine ageing. That’s why our agency zooms in on silver foxes and trailblazers who have a wealth of life experiences to share as well as charisma and confidence.

Here at Models Direct we have a rich variety of all sorts of models of all ages.

Our models start as young as newborn babies and can be as old as those in their 80s or 90s!

Our clients, who promote a wide range of different products and services, need people of all ages to help them do that.

They need models who can pose as mums, dads, grannies and grandpas and they need people to help them advertise products specifically aimed at consumers of the same age.

These days, marketing teams not only need to tempt a broad swathe of potential purchasers to buy everything from cars and food to clothes and home accessories, but they also have specific items and services aimed at certain age groups.

Mature models might, for example, be required for promotions focusing on retirement, older people’s holidays and certain health products.

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Some of our mature male and female models took part in photo and film shoots in their earlier years and are simply continuing to do what they enjoy.

For others, who are new to the industry, it is about discovering a different pastime that brings them new experiences and additional income.

But, let’s hear feedback from some of our older models themselves to see what they have enjoyed…

Ian accepted an assignment with Greene King. He said:

“After a few years spending time behind the scenes, I thought it was time to try to get back in front of the camera.

“The whole process with Models Direct was straight forward and the team were great while getting me on-boarded.

“A few months in and today marks the date of my first assignment. The shoot was well run, organised, and professional whilst relaxed and informal.

“I had the opportunity to meet many great people, some aspiring to make modelling and acting their career, while others were using it as an opportunity to earn some extra income and have fun at the same time.

“Gemma from Models Direct has been a star from first contact to the end of the shoot, remaining in communication and being accessible if needed. I look forward to the next time.”

Anthony said:

“It was a very good day…a learning curve.

“All the people I worked with were very welcoming and friendly – thank you to all.

“As I was playing the part of a client for a caring company, I was showcasing what this company offers to its elderly customers.

“I had photographs taken with a number of their carers and many other things, like exercising, cooking, gardening and going out for entertainment, including eating out and going to the cinema.

“It was a very good and enlightening day.”

And Karen modelled as part of a pretend family for Red Tractor. She told us:

“From start to finish, Gemma was fantastic at keeping me informed about the day and how best to prepare myself.

“She told me who would be there and everyone made me feel very welcome.

“My choice of outfits was appropriate and I felt we bonded well as a ‘family unit’ as per the comprehensive brief!

“The photographer was really calm and gave us useful prompts and guidance so we all felt very comfortable.

“The house setting was lovely and we were able to relax between our sessions.

“Lunch was also excellent. I’m really looking forward to my next assignment!”

To find out more about mature modelling with us, please fill in our form and we will contact you to explain more and answer your questions.

Mature models have always been popular, although you can never have too much of a good thing. Many modelling assignments call for mature models to get their message across. We’ve seen countless examples of mature models being recognised for their talents, from working for residential care homes to holiday parks. Whenever a big brand needs a model in their prime of life, they invariably to us to provide them with the best talent on offer. We’ve always had a successful relationship with our clients because they can rely on us to recommend exactly what they’re craving for. Our mature models certainly know they’ve joined the right team when they register their interest.

Opportunities for mature models continue to increase. We consider any model over the age of 40 years a mature model, and they’re instrumental in appealing to audiences of similar ages, or in a wide range of family modelling jobs. One of the benefits of commercial modelling is that there are chances for just about anyone, so mature models don’t get left out. In fact, the rise in mature models is not that surprising. We can come to some conclusions why models with a lot of life experience are popular:

1. Some assignments only require mature models because of the target audience. Whilst other models have the same talent and ambition, some briefs specifically need older models to see the job through from start to completion. Need an example? Look no further than the Aviva retirement campaign video, which appeared on the company’s website. Seen by a potential 30 million customers, this one really hit the mark.
2. Mature models often have more spare time on their hands as they turn their thoughts to retirement. Modelling is a fantastically fun way to earn money and make friends; some of our models consider it a hobby, accepting jobs only when they have the time. Whatever works for our models is fine with us.
3. As we have the largest range of vetted clients on our books, the odds of mature models finding ideal roles soar. The NHS, famous banks and pension schemes all need older models, and this trend seems likely to remain.
4. In general, mature modelling is slightly less competitive than other genres.

Stigmas in modelling have largely disappeared due to an increase in awareness and inclusivity. Mature models have never been stigmatised, though modelling was perhaps seen as something only younger talent could be involved in.

We never thought that, and our judgment has been confirmed by the rise in mature models year-on-year.

We welcome applications from enthusiastic and dedicated mature models – it could be the best thing you’ll do this year. As dictated by the demand from clients, we always need mature models so you’ve got nothing to lose and everything to gain.

The fashion industry has been showcasing female models slaying the runway for decades but the age-positivity movement has been representing women of different generations.

As you’ve landed on this page, take our agency Models Direct as a prime example. We’ve been in the booking, recruiting and supplying of models of all ages in the industry for over thirty years.

Can a woman of any age become a model?

We’re happy you asked because the answer is yes!

Absolutely – women of any age can try their hand at modelling. The industry isn’t what it used to be. Yes, you’ll have some industry leaders with one vision and a very rigid programme which is catered to their audience but you’ve got plenty of other spaces that offer flexibility and greater opportunities.

Is there a demand for female models of all ages?

Another great question.

And the answer to this one is, again, yes. A lot of our global icons are on social platforms so are more accessible to follow now.

We’re pretty sure you’re familiar with who some of these younger generation models are:

Adut Akech

Kendall Jenner

Gigi Hadid

Bella Hadid

Kaia Gerber (daughter of Cindy Crawford)

It’s not just the younger females who are the only age group to be drawing attention. Casting directors, photographers and industry professionals are noticing that females in their later years also deserve the spotlight. We’ve selected some of our older generation and legendary female icons here:

Beverly Johnson

Naomi Campbell

Cindy Crawford

Carmen Dell’Orefice

Lauren Hutton

This will give you an idea of the variety of age groups modelling encompasses. It isn’t just fashion modelling either, these models have also worked in catalogue modelling, promotional modelling and commercial modelling.

What we believe

Models Direct’s ethos has circulated embracing everyone regardless of their age, size, gender, ethnicity, and cultural background. We have always wanted to represent a realistic view of people and to create a positive effect on how they are perceived, and we’ll continue to do so. MD has many female modelling success stories.

You can check out our recent three generations of females collaborating with Say It With Diamonds. Grandma, Sandra, daughter, Deborah, and granddaughter, Zuri, all starred in the recent photoshoot – 6/2/2024 – as part of the company’s Mother’s Day 2024 campaign.  

Deborah shared her thoughts with us:

“Our second time shooting with this client and it was honestly just a dream. They not only accommodated us for the Mother’s Day shoot (ages 3, 38 and 70) but they made it the most enjoyable and memorable family experience for 3 generations of the women in our family.

Models Direct were as conscientious and professional as ever ensuring we were not only fully briefed and debriefed but our every need on the day was exceeded.

Zuri (aged 3) has the absolute, best time on the shoots and it was great to see the same photographer she has worked with before and has an excellent rapport with.

Thanks to everyone involved!”

The Roundup

Our UK-based agency was born with the belief that there should be no stigmas attached to anyone. We aim to break down barriers, open up conversations and show the world what people are capable of despite any obstacles they may face.

We’re backing positive beliefs on age, we want to empower women of all ages to embrace where they are in life, their wisdom, knowledge, uniqueness and individuality. Are you ready to embrace your age too? Talk to us or join us here!

When many of us become either semi or fully retired we are able to find the time to do more of the things we haven’t been able to when we’ve been so busy working.

We spend more time with our partners, our families and our friends and we are able to concentrate more on the hobbies that we have previously squeezed in whenever we have had a spare hour.

But some of us are also eager to experience something completely new – we fancy trying an activity we have never done before and perhaps challenging ourselves in different ways.

This is the point at which many of our mature models come to us!

There is high demand for senior models, men and women to take on the roles of older people at work, during their leisure time or with their families in advertisements and campaigns.

This is because our clients and other companies like them are becoming increasingly aware that older people are extremely important consumers.

Not only are there products and services that are specifically aimed at older customers, but furthermore, this section of the population represents a huge swathe of the money-spending public.

So why do our mature models love modelling with us?

Well, don’t entirely rely on us to tell you! You can read what they have to say for themselves on our website.

But, here are five of the reasons they tell us they love mature modelling:

1 They enjoy travelling to places they have never been to before.

2 They get to meet new people of all ages and from a range of different backgrounds.

3 Modelling is a completely new experience for them – and they find it fun.

4 They like the opportunity to earn a little extra money every now and then.

5 It fits in well with the other commitments in their lives.

If you are an older man or woman and would like to find out more about working with us, then fill in our form and upload a photograph.

And we will get in touch with you to explain more about Models Direct.

This is what Lynne told us after her booking with us:

“I had a really great time yesterday on set at Overstone House with another few newbies.

“The staff were fab and laid on a really good buffet lunch. The photographers were very patient with us and I think they got some really excellent shots!

“All in all it was just a really good experience. Thanks Charlie!”

And this is what Rosamund said:

“The day of filming exceeded all expectations and I felt so comfortable from start to finish.

“I hadn’t realised how much I’d enjoy the experience and the friendly chat between the client, the photographers and the models kept a smile on my face all day!”

And here at Models Direct, we like to represent all of them!

Yes, we want our extensive list of models to include everyone: babies, toddlers, children, teenagers, young men, young women and senior or mature models.

There is always high demand for mature models, and here’s why…

*Models must be representative of consumers – and that includes older consumers. Any campaign or advert that features models playing the roles of real people is likely to require mature models to take on the roles of parents, grandparents and older people in the workplace.

*Families often appear in advertising and promotions. There will therefore always then be a need for mature models play the parts of older family members: mums, dads, aunties, uncles, grandparents…

*Many of our clients are selling products or promoting services that are specifically aimed at older consumers. These could include everything from life insurance and healthcare services through to glasses, clothing ranges and skin products. These clients will request mature models from us to take on the roles of those people using those services and buying those products.

*It is generally considered that among the older generations of our society there is a certain swathe of people that has benefitted from decades of lower inflation, better workplace pensions and increasing property values. These particular older people are perceived to have more spending power than those in similar jobs who are younger than them. Brands and companies are therefore eager to entice these people to spend with them and therefore some of their advertising very clearly targets them. Again, this means we need mature models on our books who might be what they are looking for.

*Finally, our clients love working with mature models. They know that when they employ older people to attend photo and film shoots, they tend to be reliable, confident and easy to work with. Even mature models who have never modelled before bring with them a level of life experience – and very often that will simply shine out in front of the camera!

Mature modelling can be great fun. But don’t take our word for it – see what our mature models have to say for themselves!