Christa Hoehs is a woman with a mission. This Munich beauty believes in gray hair, believes in wrinkles, believes in the whole package that makes a woman even more beautiful as she ages. And she founded the first international modeling agency for “seniors” to prove it.
A funny thing happened to Christa while on holiday in New York, around 1990. She was walking down Lexington Avenue, when a woman “scout” approached her, and asked her if she was interested in modeling. Christa laughs, “At 50!” She had never modeled before, but thought, why not? So she stayed in New York for two years and became quite a successful model, yes, wrinkles and all!
At the end of two years, she began to miss her country, her language, and returned to Germany. She met with an editor who was interested in her story for his Senior Magazine. After 20 minutes he asked her if she would be interested in opening a model agency for this new market called “seniors.”
Christa clapped her hands excitedly, and in 4 weeks time, found herself sitting in a big room with a telephone, a PC, and herself as the only model. She knew in her gut that this was an adventure, but it was up to her to make this happen. So she called a German television station. “You would not believe this, but they were breathless,” she said. She was booked for a televised interview in two weeks, and after that “All hell broke loose. Since that time models came to me. I never scouted them myself till today.” Christa and her agency, SENIOR-MODELS now represent 950 models, and this October 4th, she will celebrate the 15th anniversary of the business.
Starting the very first worldwide agency for older models, Christa is now aware that there now may be some competition. While other agencies do have senior divisions, hers is a dedicated business. “If agencies have younger models in their pool, there can be a conflict of interest. Now they try to get the older ones, but only halfheartedly. With me, it is my whole focus.”
SENIOR-MODELS’ first clients, of course, were the pharmaceutical companies. But now the opportunities are truly opening up as the population ages. As Christa puts it, "When I started the agency there had been a mania for youth all over the place in Europe. The advertising business, the media and society did not notice people over 50 years. They simply did not exist."
Over the years Christa’s agency procured more and more insurance, car and bank-companies as clients. Today there is no branch they do not service. “Except fashion!,” she says. But even that may be opening up. “Questions for fashion-models started this year for the first time. Amazingly late, because this is a market where the money is and the end-consumers do want to identify with mature models and not with 15 year-old girls."
Christa’s models start at the age of 30 – and her oldest one is 92! And, yes, she is still fighting the good fight, but the numbers are now on her side. According to Christa, “The older consumer has seen advertising his or her whole life. He knows exactly what's wrong and what is the truth.” As populations age globally, the creative community (often very young themselves) needs to adjust their thinking. How do you reach this sophisticated consumer? How do you deal with them with a degree of honesty? She believes advertisers are not targeting this vast market adequately. As news of her agency first spread, she received over 7,000 letters from people who felt precisely the same way.
Christa only looks forward to a good answer to these questions. Within the next two years, she plans to open agencies in both Milan and Paris. Fashion hot spots. Good news for Silvers. Good news for us all, indeed.
Back to the mission: Even more importantly, Christa feels she is doing a service to all women in their 40’s, 50’s, and 60’s. “The human touch comes to me with women who cling to their look or identify with their husband’s ‘vision’ of his wife. That can’t be it. A woman is a human being and not a doll. That has to change! A woman must never be afraid to show the public that she has the same right to exist as younger people. With gray hair and wrinkles! And to feel beautiful about it."
And here, at the age of 68, Christa appears on the cover of a magazine for the 60+ generation, shot just two weeks ago. Unretouched. No plastic surgery. Wrinkles and all. And simply beautiful.
All photos Rita Horvath
CLASSIC-MODELS
SENIOR-MODELS
Lindenschmitstr. 35
81371 München
Tel. +49 (0)89-127 99 100
Fax +49 (0)89-127 99 101
info@seniormodels.de
www.seniormodels.de
www.classicsmodels.de
Love it! Thank you Christa for letting women be who they want to be. Just because a women ages does not mean that she is less than the younger generation. Thank you again for celebrating ones age. BTW - you are a beautiful woman.
Posted by on 08/28 at 12:25 PM
what a great read!!! thank you for the “silver” voice! i always say we won’t go “quietly into the night!!!”
Posted by on 08/28 at 12:35 PM
Although knowing you and your story so well, I read this with a great pleasure.
I adore your great attitude which has influenced me since so many years.
Last but not least, you have been the role model which encouraged me finally in my decision for going gray.
Christa, you rock!
Posted by on 08/28 at 01:06 PM
Christa- “So shines a good deed in a weary world!” - Willie Wonka
Just reading this article made me feel beautiful and more significantly, proud.
Sometimes we feel we are all alone in this world & then we look around & realize that we are not. Christa, Diana & all the GGLG-ers who stand in the precipice of something very profound, I thank you.
Christa, you’re a precious silver gem, inside & out!
Posted by on 08/28 at 06:35 PM
Ladies- I encourage all of you to explore the links above. I don’t speak or read German, but it doesn’t matter...true beauty just IS- no words needed!
Posted by on 08/28 at 06:43 PM
what a terrific story - thanks for sharing this!
Posted by on 08/28 at 06:46 PM
Wonderful!!
Jane xx
Posted by on 08/29 at 04:56 AM
Yes, just wonderful!! I agree with Goldie (once again 
) Christa, you really are special, inside and out!! Thanks! Now off to explore the links!
Posted by on 08/29 at 05:27 AM
Brilliant, Christa!
I was thrilled to read about your wise business decision.
As a 57 year old woman with long semi-silver hair, I have been made to feel invisible. I’m not sure if it’s just my hair color or a combination of other things.
I’ve been in stores and restaurants, for examples, where I was simply overlooked, as if I wasn’t there. How do they know how much money this “lady” or “maam” has to spend there - or elsewhere?
We are a significant group with huge buying power. Big mistake for any merchant or service provider whose customers talk, and talk we do.
By the way, about 10 years ago, I was at the San Francisco SPCA ‘just looking around’. I was approached by a German news reporter who was doing a segment for German TV regarding animal shelters in America. (The SF SPCA is one of the best.) She asked me if I’d like to be part of the interview process to discuss my impressions of the Maddie’s Adoption Center. It was aired on German TV. Of course, I agreed! It was somewhat intimidating with the lights and camera, but I did it with great enthusiasm. A few months later, I got a video copy of the segment shown on German TV.
SEXY SILVER SENIORS SELL and the sooner sellers see that, the better our economy will become.
Barbara
Posted by on 08/29 at 07:53 PM
Does my heart good!!
Posted by on 08/30 at 08:04 AM
Christa, I love the longer length!
Posted by on 08/30 at 12:45 PM
As a German, I am so happy to see a German success story, and even better, a success story about gray models. What wonderful timing!
I do believe that the time has come for more of us to appear in ads and commercials, and not just ads for Viagra and safe bathtubs. As the baby boomers age I am sure we will see more of this, even in the youth oriented US. As a matter of fact, here is a link to an American model agency that includes many great grays.
http://www.flauntmodels.com/commercial%20print%20women.htm
Christa, congratulations on finding a new market and at the same time presenting wonderful role models. Well done. Viel Glueck und Erfolg!
Posted by on 08/30 at 03:47 PM
Wonderful!!!
Posted by on 08/30 at 04:15 PM
this is just so cool. LOVE IT!!
Posted by on 08/30 at 09:20 PM
What a wonderful article - I want to see real women in advertising, I want to see unashamedly natural beauty.
Posted by on 08/31 at 03:31 AM
Love it!
Posted by on 08/31 at 04:22 AM
How wonderful! What hope there is? Loved the article.
Christa, are there any planns to open an agency in the US?
Posted by on 08/31 at 07:27 AM
I just went to this site—http://www.flauntmodels.com/commercial%20print%20women.htm—pictures of models some with gray and some without. A good site to look at different hairstyles. (There are even some long hairstyles which I liked!)
Posted by on 09/02 at 08:58 AM
Gorgeous and successful after midlife - I love it!
Posted by on 09/03 at 09:53 AM
Thank you all GGLGers for your kind and supporting words. Especially thanks to Diana who gave me the opportunity to tell my story and to join GGLG. And to Barbra who made the connection.
Goldie, I loved your article so great written with such gorgeous humour. Reading you and wanting to answer you most properly I regret not to speak English better.
Why don’t you write a book about the new 4th generation, the ones between 50 and 70 years? With your age you are right at the beginning and you will be a pioneer. There is no book about how to get older in dignity, no help from others, who are old now. They are not able to help us because mostly they did not have the freedom we got and not the education, the medication and the money for a longer, interesting life. Until now everybody struggles for himself without feedback mostly. How sad.
If you do so, Barbara will know she is not alone in feeling invisible.
Marisa, I always had plans to open an agency especially in New York – a town I am in love with
but I do not find someone who will manage it. I have to admit I am sometimes too tired with my 68 years to start by my own all over again the second time.
grayme, thank you for your compliment I will stay with longer length for the next time. You know why most women change their haircut suddenly? It is true…
Posted by on 09/05 at 03:32 AM
Christa - Your sweet compliment about my article was spoken just fine! Thank you. Being willing to experience going gray is certainly a step in the right direction. Diana talks about the “inner transformation” that takes place. And it’s true. Something happens to us on the inside when we are still long enough to notice. The “going gray” process is like sitting still & listening to what your notions about your hair are trying to say. I never tire of Diana’s book & the quotes from women at every age & ethnic background.
Aging with grace & dignity (and a little spice thrown in) is certainly an topic that is not going away! I admire the tenacity & vision that you have in creating your modeling agency. Sometimes I think we are banging against a door that will not open when it comes to changing the views of an industry so intent on making us stay teenagers! Perhaps creating our own industry (as you have) would be a better idea.
How about that senior modeling agency in NYC? We could use Diana’s book as required reading & set up life coaches to counsel about aging gracefully & living fully. Instead of trying to change industries outdated ideas of aging, we would create our own industry to replace it & eventually they would be beating down OUR door instead!
Posted by on 09/05 at 08:03 AM
Wunderbar!
As a young high school student of Italian descent, I loved everything German! I even studied for the language for three years and traveled to Munich with school.
You have given me one more thing to love about your country! You are also so inspiring to those of us that are looking to reinvent ourselves as we age!
I wanted to also mention that there are a couple of men on your website that redefine the word ‘SENIOR”! They are stunning! I just celebrated my 25th anniversary to my gorgeous husband but wow the first one pictured there is beautiful! LOL
Kind regards~!
Posted by on 09/24 at 08:20 AM
Hi silverdog,
nice to hear you have a big love afair with Germany, I am proud to be a tiny bit of it. Thank you so much.
Refering to our models, the pictures are changing with the clicks. So I am not able to forward your sweet compliment to him what I would love to do
Christa
Posted by on 09/25 at 01:54 AM
Christa- Just had to send you a note once again to thank you for what you do! Are you still planning to open an agency in Milan & Paris?
I peruse your site often & enjoy seeing the new faces you add. So inspired by the lovely headshots I see, I’ve decided when I’m fully transitioned to have some professional photos taken of myself. Even if it’s only to send out in holiday cards! Heee…
Your such an inspiration! Thank you!
Posted by on 02/08 at 05:10 PM