London: Paulina Porizkova, the iconic supermodel, rejoins Estée Lauder as a brand ambassador over three decades since her initial role. At 59, she celebrates mature beauty and highlights the importance of older women in the fashion industry, energised by an outpouring of fan support.
Paulina Porizkova, the Czech-born supermodel, has made a notable return to Estée Lauder as a global brand ambassador, a position she first held over three decades ago. Porizkova, now 59, expressed her gratitude towards her fans through a heartfelt video shared on Instagram. The announcement of her new campaign marks a significant moment, following a strong public sentiment and fan encouragement for her to reconnect with the iconic beauty brand.
In her video, Porizkova thanked her followers for their supportive comments and for tagging Estée Lauder in their messages, suggesting that her representation would resonate with women over the age of 50. “Thank you for being on my feed for commenting for writing to Estée Lauder,” she remarked. “It’s because of you that I’m now in this position of being a brand ambassador to Estée Lauder for us seasoned ladies.” Her return is a celebration of mature beauty as she appears in two videos that pay tribute to the wisdom and allure that comes with age.
Porizkova’s affiliation with Estée Lauder began in 1988, and she has since evolved into a prominent figure advocating for the representation of older women in the fashion and beauty industries. “I take this very seriously,” Porizkova stated in the video. She underscored the significance of this role, describing it as an “honour and privilege” that she feels her fans have helped her achieve. “I’m not a little kid anymore that’s entitled and full of themselves,” she added, recognising the growth and experiences that life has given her.
The response from her followers has been overwhelmingly positive, with many expressing their excitement for Porizkova’s reconnection with the brand. Comments flooded in, with one follower noting, “I am so thrilled for you, Paulina… because the more of us that are out there showing the world that age is beautiful, the more opportunities there will be for us.” Another fan commented on Estée Lauder’s decision, calling it “probably the smartest move” they had made, while others welcomed her back with messages celebrating her experience and beauty.
Porizkova’s resurgence as a brand ambassador is part of a broader trend wherein various beauty and fashion brands are embracing inclusivity by hiring older celebrities. This shift aims to highlight and celebrate the beauty found in ageing and to confront traditional beauty standards, which often prioritise youth. Other notable figures over the age of 50 who are currently representing major brands include Pamela Anderson, Helen Mirren, and Jane Fonda, each taking significant roles in campaigns that challenge societal perceptions of age and beauty.
As Porizkova steps into her new role, she joins a growing movement within the industry that recognises the value and representation of older individuals, thereby setting a precedent for future campaigns in beauty and fashion.
Source: Noah Wire Services
