She sealed her icon status starring as a steamy siren alongside Richard Gere in American Gigolo. Now at 64, the glossy but wholesomely natural-looking Hutton has been announced as the new face of Spanish fashion brand Mango in an autumn/winter campaign entitled We Love You Lauren, which, says the company, demonstrates"how to adapt the latest trends to the wardrobe of the mature woman with a youthful and carefree spirit.

"In doing so, the brand wishes to remind us that fashion is not just for models with certain statistics, but for and within the reach of everyone."

Admirable. And pictured here in a ritzy blue satin party dress with sensible woolly knit over, Hutton does indeed prove that even pensionable ladies can look pretty darned sassy without looking silly (note the tan – that really helps).

It's worth pointing out that Hutton is just one of a stable of faces for the brand that include 34-year-old Penelope Cruz and her sister Monica (they have their own label at the company), and this season 21-year-old model Alice Dellal.

But it does suggest that High Street fashion retailers are increasingly realising that the discerning money lies in the expensive handbags of middle-aged women. Mango is not the only store to seek out older models – M&S famously hires 59-year-old Twiggy to appeal to the mature market, while Gap's latest campaign features 50-year-old designer and model Ines de la Fressange. And Phase Eight's autumn/winter campaign model is Catherine Bailey, 46, wife of photographer David Bailey. Last year she was the body for raunchy lingerie brand Agent Provocateur.

"As a glamorous, busy mother, Catherine was the perfect choice to reflect Phase Eight's design philosophy," says Phase Eight.

"This season, pleats and ruffles are prominent, creating romantic, soft silhouettes, complimented with floral patterns etched onto lace and silks. We are introduced to the new season with fresh and contemporary styling in bright tones and quirky contrasting colours. Kaftans, cropped trousers, floaty dresses in cool, lightweight fabrics are perfect for those warmer autumn days."

More sexy key looks translated into something more demure for the older woman.

Hutton and Bailey are reaping the rewards of keeping a well-toned body beyond the first flush of youth and savvy younger style icons do right to follow their lead.

Check out Leeds lass Mel B, the new bod for Ultimo. At 33, she has managed to shake off her baby weight and any unseemly vulgarity surrounding her paternity war with actor Eddie Murphy, emerging as a sleek model of sexy but sensible underpinnings. Way to go, Mel.

Meanwhile 43-year-old Yasmin Le Bon, the face of House of Fraser, proves that for some models, there does not have to be any sell-by date. Married for 22 years to Simon, this fresh-faced mother-of-three has never been out of work in a 27-year career (and counting) and looks even better now that she did at 16. Kate Moss, take note.