In an industry where a 24-year-old faces retirement and a flawless face and a size 0 frame are pre-requisites, a modelling veteran is out to break the mould.

Ms Linda Teo, 57, managing director of Carrie Models International, has started a new division in her agency. Called Carrie Elegance, it hires only women aged 35 and older.

The agency's first batch of seven models are aged 35 to 44 and they can be seen in an online reality TV show called Models Reinvented. Produced by Monster Image in conjunction with the online platform, Toggle (toggle.sg), the six-parter made its debut on Feb 28.

Inspired by popular reality shows America's Next Top Model and Kimora Lee Simmons' Life In The Fab Lane, the show features seven finalists who go through several challenges, including strutting down a raised platform outside Ion Orchard on a busy weekend.

The winner will walk away with almost $100,000 worth of prizes including jewellery, make-up, a customised bag and laser treatments. Ms Jacqueline Khoo, the 42-year-old producer of the show, came up with the idea as she strongly believes that women her age should not be considered over the hill.

"Many of my peers look good and there is no reason models should have short shelf lives. So I approached Linda with the idea and she said, 'Let's do it'."

Lofty ideals aside, Ms Teo also intends to corner the market for commercials and product launches that require mature faces, such as health supplements, jewellery, properties and skincare for older women.

"We might serve the same clients and markets as other agencies with mature faces in their portfolio, but the difference is that Carrie Elegance is a specific division for women in their prime and we are proud that our models look good for their age."

To groom them, Ms Teo has put her Carrie Elegance models through make-up and deportment classes, as well as make-up, photoshoot and runway training.

Although she has not had clients ask for older models at her main agency Carrie Models, she is confident of her latest business venture.

"Most of the consumers who have spending power are in their 30s and above. My clients will have a need for more mature faces as the population ages," she says.

"Furthermore, many models are health-conscious these days, so they look younger. Forty is the new 30."

Read the full story here.

Click on the thumbnails for the agency's first batch of 7 models who are 35 and older.

(Photos: ST)