The latest gig for Maye Musk, Elon Musk’s nutrition and wellness expert mother who’s currently enjoying a revitalized modeling career in Los Angeles? The new James Perse fall ads, which break today on the company’s web site. Maye Musk, 68, appears in three color images shot at a ranch in Ventura County, Calif. With her silver sweep of hair brushed back, she looks sophisticated even wearing denim overalls and a cashmere blanket; a long cardigan, rolled-up sweatpants and rubber boots, and a black cotton jumpsuit.
The ads represent a departure from traditional James Perse imagery, which has relied less on personalities and more on young, anonymous-looking models in beachy settings, or even just the product on its own. A company spokesperson noted that the 20-year-old brand is trying to change customers’ expectations from the young beach set to underscore it has clients of all ages and ethnicities.
Musk, who has modeled for five decades, having started at age 15 in South Africa, has appeared in spots as varied as Beyoncé’s “Haunted” video to Clinique and Revlon ads to a Special K cereal box. She accompanied her son to the Costume Institute Gala and walked in FGI Rising Star Malan Breton‘s New York Fashion Week show in September. She is repped by IMG Models, has two masters degrees, maintains a private dietician practice and has 10 grandchildren.
Her bio on her web site says, “To celebrate my 60th birthday I stopped coloring my hair, cut it short and let my natural silver color shine. The new look brought a major campaign for Virgin America, billboards in Times Square, covers of Elle Quebec, New York Magazine and Zoomer Magazine, even music videos and commercials….I love to say, ‘At 68, I am only just beginning!'”