Elle Macpherson, the 61-year-old supermodel dubbed "The Body" by Time magazine in 1986, is making a bold statement by posing for a Bonds underwear campaign. Her return to the runway is not just a comeback, but a celebration of her inner flex and the evolving narrative around women's underwear. However, the question arises: is Macpherson's outer beauty a problem? Associate Professor Bernardo Figueiredo, a positive ageing lead at RMIT Centre for Organisation and Social Change, challenges the conditional inclusion of older adults in fashion advertising, where they must embody youthful standards of beauty. He asks whether campaigns like Macpherson's genuinely expand the range of ageing identities we see as desirable, or simply reposition youthfulness in older bodies. The Bonds Bases Flex collection, featuring Macpherson, Shanina Shaik, and Jennifer Atilémile, will be available from February 16, and marks a gentle-touch approach to women's underwear, advocated by former Estée Lauder supermodel Paulina Porizkova and actor Pamela Anderson. Sydney-based model and age-positive ambassador Nadine Bush applauds the inclusive approach of the Macpherson campaign, saying that it lets women feel comfortable, supported, and free, allowing their inner beauty to radiate. But here's where it gets controversial... Is Macpherson's campaign a step forward in challenging ageist marketing, or does it simply reinforce the idea that older women should strive for youthfulness?
