67 year old mature model Valerie Pain has most definitely bucked the so called ageism trend in the modelling industry by recently featuring in a commercial show at Pavillions Birmingham.

Modelling a shorter length black, white and red dress, with a fitted red jacket, from this season at HOBBS, we at Models Direct found Valerie’s modelling efforts highly inspirational, showing us all that no matter what your age, you can still rock this season’s trends!

It’s clear we’re not the only ones loving this shift towards age diversity in the modelling industry, as the mature model has found herself in big demand. Valerie, who began her modelling career back in the 1960s, has even featured in the well known All Walks Beyond The Catwalk campaigns, which aims to prove how different aged, shaped and sized women can be positive role models.

And now that new research from Ben Barry, which shows that women over 40 do not respond to advertising aimed at young women, but instead respond strongly to fashion imagery aimed directly at them, Models Direct thinks we’ll be seeing a lot more of models like Valerie in the future.

In fact, Caryn Franklin has even revealed on her ‘How To Look Good’ blog that she’s been working with Debenhams to create more imagery of older women – so keep a look out for those inspiring mature models in the coming months!