Growing old, reaching your prime, getting better with age. These are the tired tropes so often splashed across campaigns. Anti-ageing creams use them, as do cruise companies whilst people wedge them into polite conversation to avoid putting a number on it. Age is taboo.

But as Iris Apfel, the latest face of Magnum, shows: ageing isn’t really that big of a deal. In ‘True to Pleasure,’ the 11^th campaign that the integrated agency team including Golin, LOLA MullenLowe and Profero have worked on for the brand, 97-year-old Apfel talks about how she became both a modern day icon and fashion muse, something she can only laugh at in disbelief as she clutches the doll made in her image.

The message #NeverStopPlaying accompanies the campaign, a sentiment Apfel embodies. In the video, we see Apfel wearing her signature oversized glasses, talking to camera about the world she has created through colour and shape, while psychedelic patterns swirl on-screen alongside archive footage.

Across the industry, it feels as though the rhetoric around women, beauty and ageing is changing, with initiatives like Cindy Gallop’s #DisruptAging and Creative Equals’ Returners. We also saw this echoed in British Vogue’s recent partnership with L’Oreal that declared ‘age is not an issue.’ To frame each of us by the age that we are, whether that’s too old or too young, is limiting and dated. As Apfel says, “I look at the world as though I’m discovering it for the first time. You might as well enjoy every minute.”