Singers Alicia Keys and Jay Z’s anthemic ode, were the ones who assuringly said New York is a concrete jungle where dreams are made. But, before you write off the Big Apple as an exclusive destination for 20-year-old entrepreneurs and fresh-faced social media stars, meet Ljubenka Milunovic – the Aussie-raised, internationally celebrated, 40+year-model. Who recently etched her name among the iconic lights of Times Square in a testament to the power of perseverance and self-belief at any age.
Breaking barriers and shattering stereotypes
Over the past 40+ years, Ljubenka’s life has evolved alongside her career. And, indeed, the fashion industry itself. From the era of polaroids and film to today’s digital age, she has witnessed and adapted to the dramatic changes in the modelling world. The industry has seen a significant shift towards diversity and inclusion, embracing models of all sizes, shapes, ethnicities, and ages. This evolution has allowed seasoned models like Ljubenka to shine in ways that were once unimaginable.
“I came across a saying recently that resonated deeply with me: ‘We are not our age, we are our energy,’” Ljubenka shares. This sentiment captures the essence of her approach to her career. Despite being over 40, she continues to exude vitality and enthusiasm, qualities that make her not only a sought-after model but also an inspiring figure in the industry – with brands that regularly book this Aussie beauty including Talbots, Macys & Kohls, in the US. Cellbes in Sweden. And, more recently in Australia Suzanne Grae.
Age is not a struggle … It is a strength
One of the most empowering aspects of Ljubenka’s story is how she has embraced her age as an asset rather than a hindrance. Her recent Times Square billboard for skin care brand Beauty Stat is a powerful symbol of this mindset. Seeing her face up there for millions to see each day is not just a personal victory but a beacon of hope for women everywhere who may feel sidelined by age.
“There are so many brands now catering specifically to mature skin and lifestyles,” Ljubenka explains. “This is an exciting time because we have the means to invest in beauty and fashion products that resonate with us. The industry is beginning to reflect this change, and it’s wonderful to be a part of it.”
Inspiration for every age
Ljubenka’s success highlights a crucial message: age should never be a barrier to achieving your goals. Whether you’re looking to break into a new field, start a business, or pursue a lifelong passion, your age brings unique strengths and experiences that are invaluable. As Ljubenka puts it, “The challenges you face are new opportunities in disguise. Embrace them, and don’t be afraid to showcase your authentic self.”
For women aspiring to enter the modelling industry or any other field later in life, Ljubenka offers this advice: “Do your research, find agencies or opportunities that appreciate your experience and age, and don’t get discouraged. It’s a numbers game, and persistence is key.”
The future of age representation
The fashion industry is slowly but surely recognising the importance of age diversity. The rise of mature models on runways and in advertising campaigns reflects a broader societal shift towards inclusivity. Ljubenka is excited about this trend and believes it’s a step in the right direction.
Looking ahead, Ljubenka hopes to see an even greater representation of mature models. “We’re a significant portion of the population, and our experiences and needs should be reflected in the media and marketing,” she says. “We bring depth, wisdom, and a unique perspective that younger generations can learn from.”
