51-Year-Old Laura Dern Is the Face of Kate Spade’s New Perfume
51-Year-Old There’s no age limit on beauty and Laura Dern’s new gig as the face of Kate Spade’s new fragrance campaign is all the proof we need.
The 51-year-old Big Little Lies star joins Saturday Night Live‘s Sasheer Zamata, 31, and Rookie founder Tavi Gevinson, 21, in the campaign for Kate Spade’s In Full Bloom perfume. Each star created a video in which they read a love letter, to themselves, all of which are just as inspiring as you’d imagine. “Girl, just let it go. It’s fine. You’re doing the best you can,” Dern says in hers. “I think if I really could write this love letter to myself it’d be very cut and dry: You got this, Dern.”
“We focus on a psychographic instead of a demographic,” Brian Vander Meyden, vice president of global marketing and prestige sales at The Premiere Group, which distributes Kate Spade fragrances, told WWD. “To have women of three different ages speak to what ‘in full bloom’ means to them makes [the fragrance] unique.”
Despite the fact that Dern has been on the big screen for over 40 years and starred in blockbuster hits like Jurassic Park and Wild, this is her first time starring in a beauty ad (and it’s about damn time). Her role in the Kate Spade campaign is in line with an industry shift toward more inclusive casting. In the last few years, brands have finally started featuring women of all ages, with Joan Didion starring in a 2015 Céline campaign and Helen Mirren starring as the face of L’Oréal Paris.
In 2017, Celebrity Trends made the commitment to ban the word “anti-aging” from its content. “I hope we can all get to a point where we recognize that beauty is not something just for the young,” wrote editor in chief Michelle Lee, before calling on beauty brands to do precisely what Kate Spade has done in its latest campaign: allow all women to see themselves in ads, shows, and campaigns, not simply those within a specific age range.
In Full Bloom by Kate Spade New York hits the shelves March 1.