Next time someone tries to dismiss fashion as a frivolous pursuit, point to C?line's appointment of literary queen Joan Didion as the muse for its latest campaign.
The campaign, above, is shot by acclaimed photographer Juergen Teller, and promises all the effortless grace that encapsulates Didion's writing, and her piercing author portraits. The French label's creative director Phoebe Philo choice of the famous writer is being roundly praised - not only is the 80-year-old Didion a natural fit for the brand and it's tribe, but the Year of Magical Thinking author has fashion credentials in spades.
Her signature style - parted bob and simple black jumper - has already inspired editorials and she even started her career in Vogue's offices. (Her essay on self-respect has been republished in full online and may change your life. Have a read here.) As for the fervour the news is causing, Didion claimed to the New York Times, "I don't have any clue." Now, that's cool.
The older model slash muse is en vogue. Last year NARS was appaluaded for their decision to cast 69-year-old actress Charlotte Rampling as the ambassador for their Audacious Lipstick Collection. The reception to Rampling and NARS partnership has been effusive and marked a maturity in an industry often criticised for its focus on youth.
NARS repeated the PR magic just before Christmas with their announcment that Tilda Swinton, a spry 53, was the new face of their makeup. And last autumn, Karl Lagerfeld's ?feminist? Chanel runway featured models of different ages stalking the runway.
It's a new dawn for fashion, and we like it.
Follow Jeanne Sutton on Twitter @jeannedesutun