In Zurich, a Concept Shop That Promotes Graceful, Stylish Aging

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Credit Florian Kalotay

The leading models in top ad campaigns for the past few seasons have shared an unusually attainable beauty ideal: age. Céline made quite a stir by casting Joan Didion in its spring campaign; she’s joined in the recent 60-plus modeling set by Joni Mitchell for Saint Laurent, Charlotte Rampling for Nars and Jessica Lange for Marc Jacobs Beauty. At age 93, Iris Apfel upstages her 22-year-old co-star, Karlie Kloss, in Kate Spade’s spring ads. Yet as Benjamin Moser of Zurich’s Senior Design Factory explains, he and his partner Debora Biffi were impelled to create their concept store, design studio and series of workshop projects because they saw a dearth of products specifically crafted for older people’s physical needs that also gave them “the confidence to not feel like they need to hide because they are old.”