Photography via Instagram/@brandonmaxwell

This Season’s Biggest Muse? Grandmothers

As a blanket statement, grandmas are the coolest. They give you unconditional love — not to mention endless snacks provisions — and by the time a woman becomes a grandmother, she has usually mastered her own sense of style. But it’s not just me who finds Grandmas inspiring, Brandon Maxwell tapped into the very special relationship many Grandmas have with style by casting his very own ‘Mammaw’ to star in his label’s Fall 2018 campaign.

The intimate images of Maxwell’s 81 year-old grandmother, Louise Johnson, open up a window into Maxwell’s personal life and early fashion memories. (Maxwell says that Johnson’s career as a buyer for a small Texas boutique greatly influenced his love for fashion.) Shot in his hometown of Longview, Texas, the campaign – along with a very melancholic interview –  immortalizes the designer’s very sweet relationship with his grandmother.

Yet Maxwell isn’t the only designer casting mature women to paint a picture of elegance this season. Helmut Lang’s Fall 2018 campaign celebrates the elegant elders of Wales, including Dilys, 86, who holds the world record for being the oldest woman skydiver, and Margaret, also 86, the grandmother of the campaign’s stylist and a retired funeral director.

In a similar fashion, Moncler cast Elon Musk’s 70-year-old mother Maye Musk (who includes the hashtag “#grandmother” in her Instagram bio) as one of 19 faces of the label’s Fall 2018 campaign, and dame Joan Collins, 85, struck poses for Kurt Geiger’s latest campaign. Art collector and grandmother, Thea Westreich, walked down the runway for Eckhaus Latta autumn 2018 show. And the 77-year-old Faye Dunaway stars in Gucci’s Fall/Winter campaign as a benevolent and wealthy matron.

The new stars of Fall 2018, along with the countless fabulous influencers over 50, are slowly but surely kicking ageism out of the fashion industry. Good riddance!