Simone Rocha fights ageism as 70-year-old models walk in her AW17 show

It’s clear that the clientele of high fashion brands are not the teenage girls that appear on the catwalks. So London Fashion Week highlight Simone Rocha decided to majorly change things up for her AW17 show.

Mirroring her diverse customer base that features entire families from grandmothers to granddaughters, the designer cast models of all ages in yet another darkly romantic collection.

73-year-old Italian icon Benedetta Barzini walked along with 70-year-old British face Jan de Villeneuve. Both worked alongside renowned photographers such as Irving Penn and David Bailey to capture the beauty of the 1960s.

Other older faces appeared including 80s star Marie Sophie Wilson and industry stalwart Cecilia Chancellor. Walking alongside the more ‘usual’ models, these elegant women fit right in wearing Rocha’s furry creations and signature masculine shoes.

The collection itself focused on practicality with a hint of glamour. The designer’s statement florals made their return alongside khaki utilitarian pieces that were heavily inspired by military uniforms.

Rocha’s decision comes just after an ageism protest that took over the first day of London Fashion Week. Organised by retailer JD Williams, a group of five women over the age of 45 brandished signs telling the fashion industry to ‘grow up’.

The campaign revealed that the average age of a catwalk model is now 17 despite the majority of customers being of a much older age.

Diversity is rightfully still a major talking point in the fashion world. Most designers seem to struggle with the concept, ignoring calls to include a wide range of ages, sizes and races.

This season’s New York Fashion Week displayed curvier models on the runway with plus-size model Ashley Graham walking for Michael Kors and Candice Huffine appearing at Christian Siriano.

Yesterday was a similar positive story at Julien Macdonald’s London Fashion Week show. The upbeat designer cast a wide variety of ethnicities including darker skinned models Grace Bol and Leomie Anderson.

Live from London Fashion Week AW17: All the catwalk and FROW action

London Fashion Week day two: Older models, Gigi and Bella and yet more fur