Demand for older models grows

By Monica Corcoran, Los Angeles Times Staff Writer

Until recently, a fashion model and a carton of skim milk had a lot in common -- not enough fat and a short shelf life. The average model's career typically expired at the age of 25. And, really, did anyone cry over such gorgeous spoiled milk?

But a funny thing happened on the way to the model retirement home. Laugh lines became commodities.

"The market for older models has exploded," says Ginni Conquest, co-director of the sophisticated women's division at Wilhelmina Models in New York. (Models who are 25 and older are often referred to as "classic" or "sophisticated.") "It's our fastest-growing area, and it's a first for the industry."

Companies didn't suddenly become smitten with stretch marks. The trend is driven by the $2-trillion spending power of baby boomers -- born between 1946 and 1964 -- who make up 26% of the population. After all, what middle-aged woman wants to buy moisturizer from a model who's too young to order a martini?

Or a cashmere cardigan from a coed? In September, J.Crew will introduce an online section within its Web catalog that features 58-year-old Los Angeles model Pia Gronning, left. The sundresses will be the same, but the styling will be more age-appropriate and sophisticated.