The Non-Issue

L'Oréal X Vogue

Concept, Art Direction

In response to a youth obsessed media culture, where many women of 50+ still feel invisible, we persuaded L’Oréal Paris to partner with British Vogue to launch ‘The Non-Issue’ in the belief that age should not be an issue.

It was everything you expect from Vogue, only its 80 pages were dedicated to representing women 50+. From Jane Fonda and Helen Mirren, to correspondent Christiane Amanpour, and comedienne Jennifer Saunders. Every editorial story, fashion shoot advertising piece challenged ageist stereotypes and positively shaped our perception of age. Achieving 19m organic impressions, attracting +40,000 new readers, touching hearts and minds everywhere.