The fashion industry is undergoing slow changes, evidenced by the recent presence of models over 40 and 50 years old in haute couture shows like Chanel. However, the normalization of maturity as a protagonist is still a process that requires significant momentum.
To accelerate this leap, Anabel Luna, a photographer and fashion editor with over two decades of experience, founded Hunch a few months ago in Barcelona. This agency has become the first in Spain to cross the 40-year barrier, following similar models that already operate successfully in cities like New York or Paris.
“"They are not seen because they are not represented, nor are campaigns made where age adds appeal."
Luna realized that many brands were not evolving their messages even though their buyers were aging. After holding a casting via social media in 2024 with an overwhelming response, Hunch was born to reflect the new social reality and combat ageism.
Currently, the agency has a roster of over 60 profiles, 90% women, with representatives exceeding 70 years of age. The agency seeks models who “represent a beauty that can tell a story,” without rigidity in height or size, including plus-size women, who represent many veteran consumers.
