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Hello, ladies 40 and up, the unthinkable has happened. After years of being ignored, fashion wants to make clothes for you. No joke! Sure, you could buy clothes before, but when was the last time they were actually being marketed to you directly? Well, prepare to feel wanted.

Giorgio Armani’s latest campaign is called “The New Normal,” and modelling the collection are Nadja Auermann, Stella Tennant, Eva Herzigova, and Yasmin Le Bon. They’re 44, 45, 42 and 51, respectively. So, what does the new normal look like? Well, it’s classic trouser suits, richly dyed crocodile bags and shoes, black velvet… It’s clothes – beautiful, covetable clothes, catering to women of age. And we’re loving it.

armani

Armani said in a release, “I wanted four iconic women with strong personalities to show that feminine beauty is ageless. I chose Peter Lindbergh, with whom I have collaborated several times, because his photographs are timeless and are true to real life. I wanted to convey a sense of reality, of clothes that offer natural elegance and the normality of everyday life.”

holla

These are classic pieces, featuring chevrons, Breton strips and simple, wearable silhouettes. There is no sacrifice of style, but it isn’t ostentatious.

nice

And there you have it. 40 is the new… normal.