Jessica Lange for Marc Jacobs

Jessica Lange in an image from her new Marc Jacobs campaign

Marc Jacobs is the latest major label to embrace the idea of ageless beauty, by appointing the beautiful Jessica Lange as the face of its new beauty campaign.

The 64-year-old actress, who is best known for her roles in Tootsie and American Horror Story, was unveiled as the face of the label on the Marc Jacobs Twitter account.

Shot by photographer David Sims, the campaign has a Noirish quality to it, as Ms Lange is pictured through the shadows, with her tousled blonde hair framing her face.

The actress also supplied the voiceover to the Marc Jacobs catwalk show earlier this month.

But Marc Jacobs isn't the only brand with a penchant for the older lady: yesterday, Nars announced 68-year-old actress Charlotte Rampling is its new face.

Charlotte Rampling

Francois Nars told WWD that Ms Rampling is ‘a natural beauty that feels strong, yet relatable…[her] ability of transformation is unparalleled.'

‘Whether captured in pieces of artwork, through the lens of a magazine photographer or on film and the big screen, she had an amazing power to encompass a character,' he continued.

The Sixties siren has long been a muse of Mr Nars, and the make-up founder chose to photograph Rampling himself for the black-and-white campaign, which will be realeased as part of the brand's 20th anniversary in September.

Meanwhile, American Apparel – a label synonymous with youth culture – chose 62-year-old Jackie O'Shaughnessy to model its new lingerie collection, rather than its usual twentysomething. And the ad proved far more popular than some of the brand's other campaigns.

It seems the tag line that accompanies the American Apparel ad – 'sexy has no expiration date' – is one that the fashion and beauty industry has got on board with. It's about time, too. 

By Olivia Marks