What happens when you stop seeing age as something to hide and start seeing it as something to celebrate?
At Ffin, we believe that beauty has never belonged to one age, one face or one version of what a model should look like. Age is not a reason to step backwards, become less visible or make yourself smaller. It is an opportunity to step forward over that line — with more confidence, more individuality and absolutely no apology.
When we recently photographed two very special Ffin models, Gary and my mum, Rose, both in their seventies, something happened that felt bigger than a photoshoot. They weren’t simply modelling eyewear. They were stepping into a new version of themselves. And perhaps that is what good eyewear does best: it gives you permission to see yourself differently.
The model you don’t expect
Gary wasn’t discovered in a casting studio. I actually chased him down the street in Mumbles. I saw something in him — his presence, his character, an incredible moustache, his individuality — and asked him if he would model for Ffin. It was one of those spontaneous moments that could easily have gone nowhere. Instead, Gary agreed, stepped in front of the camera and discovered a new persona. A new friendship was born too. Seeing himself as a huge poster in the Judith Roberts opticians shop window afterwards was, in his words, “quite surreal”. But it was also a source of pride: a celebration of stepping outside his comfort zone and embracing something completely new at this stage of his life.
That matters.
Because we often talk about ageing as though it is a process of reduction. Less adventurous. Less visible. Less fashionable. Less relevant. Why?
Gary’s experience suggests the opposite. His modelling experience was invigorating because it proved that age does not have to limit you. And then there is his style. His children apparently describe it as “unusual” and “so uncool, it’s cool”.
He has always enjoyed dressing well but says it is only in recent years that he has become braver about developing his own style. His approach is classic and timeless with a twist — a bold glasses frame, a patterned scarf or an unexpected colour. And, as Gary modestly adds, “The moustache helps too.”
That is exactly the kind of individuality we love at Ffin.
Still finding ways to be seen
Photographing my mum was a very different experience. This was her first shoot in the studio. Rose at the time was 76, and she had never imagined herself as an eyewear model. Seeing her own photograph was, she said, also surreal — almost as if the photograph were of someone else. There was pride, but also that familiar little voice of doubt:
“I don’t look as nice as that in real life!”
I love this honesty because it is something so many of us recognise. We can look at a photograph of ourselves and struggle to reconcile the person we see with the person we feel ourselves to be. But something shifted for Rose during the shoot and the two that followed. She found it strangely rewarding to realise that, at 76, she could still feel attractive and fashionable. She joked about worrying whether she should smile, whether she was making a strange face, and whether she should worry about any lines and wrinkles. But underneath the humour is something important: She did it anyway.
And afterwards, seeing herself represented at Ffin, Rose found herself becoming more adventurous with eyewear. Frames she might once have considered too bold suddenly became possibilities. “Look at me I’m still cool, even at my age,” she says. And then, beautifully: “I’m not giving up just yet.” Neither of them should.
Style has no expiration date
There is a persistent problem in fashion with the idea that style belongs primarily to youth. The industry has made progress. Older models have increasingly appeared on runways and in campaigns, and recent fashion seasons have seen designers deliberately embrace age-diverse casting, increasingly shooting older faces alongside younger models. But older models are still far from the norm. That is why representation matters.
When someone in their seventies sees someone of their own age looking extraordinary in a fashion campaign, the message isn’t simply you can buy this product. It is you are still part of the visual world. You are still allowed to be stylish, still allowed to experiment, still allowed to be photographed, still allowed to be seen. And you don’t have to pretend to be younger to do it. Gary puts it perfectly: “Style has no expiration date.”
Age can actually give us something youth cannot: knowledge of ourselves. We learn what we like. We learn what makes us feel good. We learn which rules matter and which ones can be ignored. That is not a limitation, that is freedom.
Why eyewear is such a powerful expression of identity
For Ffin, eyewear has always been about more than practicality and vision correction or following fashion trends. Glasses sit directly on the face. They change how we see the world — and how the world sees us. Your face is the first interaction we have with others. What you frame that with is actually very important. A frame can be quiet or dramatic, intellectual or playful, elegant or strange. It can become part of your identity. In some cases, a major part.
That makes eyewear particularly powerful when we talk about age, individuality and self-expression. Rose told me that she had often played it safe with glasses because she struggled to find frames she genuinely liked. Now, after seeing herself in the Ffin campaign, she would happily wear many of the designs because she sees them as statements in their own right. This is exactly what we want our eyewear to do. Not disguise you, not make you look younger, and absolutely not tell you what you should look like at a particular age. It should reveal you. It should gift you the confidence to cross over the line and become that version of yourself.
Beyond “age-appropriate”
One of the phrases I would happily retire from fashion is age appropriate.
Appropriate according to whom?
Why should reaching 50, 60, 70 or 80 mean gradually editing yourself out of fashion? By making yourself become invisible and “lose your identity if you were made to dress more conformist”. Why should wrinkles make a face less interesting? Or grey hair makes someone less desirable as a model? Why should experience be something we conceal rather than something we celebrate?
The fashion industry has historically been heavily weighted towards youth, and ageism remains one of the less discussed forms of exclusion in modelling. Vogue has previously noted that, despite some progress, models over 50 have remained a tiny minority on major runways. Yet there is something incredibly compelling about an older face. A face carries a history, a life, character, wisdom, humour, and a sense of individuality that cannot be manufactured.
At Ffin, we don’t want to smooth those things away. We want to photograph them.
“I’m just me and if you take away my style I will lose part of my identity. Don’t take my fashion away or I will disappear with it” – Rose Lewis.
A different idea of ageing
I don’t want Gary or Rose to represent some sentimental idea of “ageing gracefully”. I want something more radical than that, to represent ageing boldly and embrace their lifelong style. There is a difference.
Gracefully can sometimes imply acceptance: accept the wrinkles, accept the changing body, accept that certain things are no longer for you. Boldly says something else entirely: It says keep going, try something new, change your glasses, change your style or indeed your mind. Never be afraid to allow yourself a new persona and walk into a room differently. Step over the line and be seen.
Gary discovered a new side of himself through becoming a model. Rose discovered that she could look at herself differently and feel confident enough to choose a bolder frame. Neither of them became younger. They became more themselves and perhaps that is the real power of representation.
Ffin and the beauty of individuality
At Ffin, we believe design should celebrate the person wearing it rather than asking the person to fit the design. That means celebrating different ages, different faces, different styles and different ideas of beauty.
It means recognising that a 76-year-old woman can be fashionable, funny, dramatic, unsure, confident, stylish and completely herself. It means recognising that a man in his seventies can walk down the street, be spotted by a designer, become an eyewear model and discover a completely new persona. It means understanding that beauty does not have an expiry date and neither does style, curiosity or reinvention.
Perhaps the most important thing Gary and Rose have given us is not simply two beautiful Ffin campaigns. They have reminded us that getting older does not mean becoming less. It can mean becoming more. More confident, more individual, more experienced and more unapologetic. And sometimes, more willing to put on the most extraordinary pair of glasses you can find and gift yourself the confidence to do so.
Age has no expiration date and neither does style.
Words by Gary:
How does it make you feel to see yourself in the window of a shop as an eyewear model?
To be honest, it’s quite surreal! Walking past the shop window and seeing my face up there is both a surprise and a point of pride. It feels like a celebration of stepping outside my comfort zone and embracing something entirely new at this stage of life. I can’t help but smile every time I see it.
What’s it been like starting a modelling career later in life?
At first, I wasn’t sure what to expect, but the experience has been invigorating. It’s proof that age doesn’t have to limit you, and I’ve learned that it’s never too late to try something new and have fun with it.
What are your secrets to looking stylish, and how would you describe your own style?
My kids would laugh a lot at this as they often describe my style as ‘unusual’ and ‘so uncool, it’s cool’. I’ve always taken pride in the way I dress; I think I get that from my parents who were both immaculately turned out their whole life. When I was younger, I experimented with what I wore, but it’s only really in the last few years that I guess I’ve got a bit braver with it and found my own style. I prefer classic and timeless pieces and like to add a twist, whether it’s a bolder glasses frame, a patterned scarf, or an unexpected colour. I like to think that my style is understated yet distinctive, with an emphasis on quality over quantity. A good pair of shoes and well-fitted clothes can elevate any look. The moustache helps too.
A comment on age and style, and advice to be confident in bold looks at all stages of life?
Style has no expiration date. If anything, age gives you the freedom to experiment and truly know what works for you. Bold choices – whether it’s eyewear, clothing, or accessories – should reflect your personality and not just satisfy trends. My advice? Don’t shy away from stepping out of the ordinary. A statement piece can make you stand taller and feel empowered, no matter your age.
Do you think that by seeing your fabulous image representing Ffin, it will give others the confidence to make bolder choices with their eyewear and empower them to?
Absolutely! Seeing someone like me – who’s not your typical model – confidently showcasing bold eyewear proves that style is for everyone. I hope my image inspires people to step out of their comfort zones and embrace their individuality. Eyewear is such a powerful way to express yourself, and if my journey encourages someone to make a daring choice and feel great about it, then I consider that a win.
Words by Rose:
How does it make you feel to see yourself in the window of a shop as an eyewear model?
It feels surreal as if the photo is of someone else. Also, as I’ve not actually seen the shop only on the phone, I find it strangely hard to believe it’s me! Nevertheless, it’s quite a pleasant warm feeling, together with a little doubt that I don’t look as nice as that in real life!
What’s it been like starting a modelling career later in life?
It’s been a strange yet rewarding feeling, that maybe I am a little attractive and fashionable at the grand age of 76, sometimes find myself giggling at the thought of it! I felt quite bemused at the whole process, not having a clue what to do, smile or not, don’t make gibs, watch my wrinkles and wobbly bits, oh dear! Nevertheless, I was working for my daughter and her wonderful professional team, so I was safe in their hands. I would do another shoot for Anna as long as I would be of benefit to her – Ffin always comes 1st! I don’t know if anyone else would want me, I would be terrified but maybe think about!
What are your secrets to looking stylish, and how would you describe your own style?I don’t know if I hold any fashion secrets, I’m just me! I suppose I favour plain clothes rarely wearing anything patterned other than stripes or a bold abstract. My wardrobe consists of black, white, grey cream black, black and black! The joy is adding all the wonderful accessories to give that special wow factor to the outfit! Jewellery, scarves, hats, shoes bags etc, but most of all, eyewear, Ffin of course! I have no notion what my fashion look is. Bit stark, bit dramatic, bit smart, bit odd, bit Rose!
A comment on age and style, and advice to be confident in bold looks at all stages of life?
As for age related to the way I dress, I try to be a little edgy but hopefully not overdo the look, like a pantomime dame! As a child of the sixties, I feel almost privileged to have lived through that time, so many changes in music and fashion. I was a mad mod scooter and all, misty happy days! I would say to all us oldies, never let go of your inner youth and keep your interest in whatever you wear, if you think you look good then you feel good.
Do you think that by seeing your fabulous image representing Ffin, it will give others the confidence to make bolder choices with their eyewear and empower them to?
Looking at my image representing Ffin eyewear has given me the confidence to step out a bit further in my eyewear design. Always had such a time trying to find frames that I liked, always ended up with the plainest to keep it safe. Now I would happily wear many of the Ffins, they are a statement in themselves and stand alone. Look at me I’m still cool, even at my age And yes, I’m not giving up just yet!
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