From the April 2008 issue of Boomer Market Advisor • Subscribe!

Boomers too sexy for... something

Renata Espinosa, writing on Fashion Wire Daily, says that models under the age of 20 may rule the runway in Milan, but in New York the focus was recently on models ages 40 and up.

According to Espinosa, More magazine and Wilhelmina Models held the final event in late February for their 40-plus model search competition, a runway walk by the ten finalists.

"Women are no longer afraid to say their age," says Dieter Esch, owner of Wilhelmina Models. "People live their age and are proud of their age." Espinosa reports that the event was the culmination of a six-month search by More. Ten open calls across the country and 14,000 entries later (potential models were asked to send in a DVD about themselves), the magazine whittled down the pool of contestants to 10 women from seven states, whose ages ranged from 40 to 51. They will all appear in the June issue.

But only three women took home five-year modeling contracts from Wilhelmina and prizes from sponsors worth a combined amount of $90,000.

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