: Brands like Loewe are leading the way by casting legends like Maggie Smith (at age 88) as part of eclectic, modern campaigns.

: Between 2015 and 2022, the percentage of female characters over 40 actually dropped from 20% to 14% .

While high-profile award wins for icons like and Jamie Lee Curtis suggest a "ripple of change", a 2026 review of the industry reveals that representation for mature women remains a paradox of individual triumphs against systemic decline. The Stagnation of Progress

Despite a few "comprehensive" wins, data shows that the industry's reach is still restricted for women over 40.