Playful. Cheeky. Sexy. These are words often used to describe French designer Simon Porte Jacquemus’s eponymous brand, known for viral accessories like its fun-sized Chiquito bag and a giant straw hat big enough for two. So when Jacquemus hired his 80-year-old grandmother Liline as his first-ever spokesperson, with the chic matriarch clad in a crisp white tunic and wide-legged trousers, it sent the message that maturing shouldn’t mean hiding (and that older women are playful and sexy, too!). It also affirmed a fact too often forgotten: Women of a certain age deserve our attention.