The Scandinavian models over 40 reclaiming their space in the industry

Over the last decades, countless Scandinavian models have become some of the fashion industry’s most recognisable faces, whether it’s forerunner Lisa Fonssagrives or style icon Elsa Hosk. But brands are now looking for a more diverse casting, putting forward models that embody beauty at all ages.

Discover below the models over 40 you need to keep an eye on...

Age: 52

Helena Christensen’s career has been pristine - and still is to this day. From Versace to Balmain, the 52-year-old Danish supermodel has walked down the runway for some of the biggest names of the fashion industry and has featured on the cover of Vogue, 18 times, most recently being Vogue Scandinavia's October/November 2021 issue, over the last three decades. Appointed spokesmodel for Revlon in 1992, Christensen has been the face of many international campaigns, chief among them Chanel, Lanvin and Valentino. A former Victoria’s Secret angel, the model and photographer also co-created the pop culture and fashion magazine Nylon back in 1999.

Related: Inside Helena Christensen's breathtaking Danish summer house

Age: 72

Danish model and actress Pia Grønning started her career in Scandinavian movies, starring in Collective Marriage and making an appearance in The New Twilight Zone. She quickly began modelling, but it’s not until 52 that she embraced a full-time career as a model. From being the face of a J.Crew campaign to posing for fashion brands Masai and Catherine Robinson Cashmere, Grønning has built up her credentials over the last couple of decades, proving that age is just a number. Always looking for the next project to tackle, she has recently launched her design business in Los Angeles.

Age: 74

Swedish fashion model Ingmari Lamy rose to fame in the late 1960s, making the covers of Vogue and Harper’s Bazaar after being scouted during a vacation in Paris. A muse to designer Kenzo Takada, Lamy became the face of Yves Saint Laurent perfumes in the 1970s after signing with Elite Model Management in 1972. She worked with David Bailey, Irving Penn and has walked for fashion stalwarts such as Maison Margiela and Jean-Paul Gaultier. In 2011, she was featured in the Lanvin x H&M collaboration campaign.

Related: A first look at 'Women’s Tales,' a Danish photo exhibition starring Scandinavian supermodels

Age: 55

Ursula Wångander started modelling in the mid-1980s, working with photographer Mikael Jansson and walking down the runway for Comme des Garçons in Tokyo. Though she’s been a freelance stylist since 1991, Wångander is still a favoured model by designers - she’s walked for Demna Gvasalia’s spring/summer 2019 Balenciaga show and has since appeared in campaigns too, including one for Vagabond shoes. The model is constantly honing her craft in the fashion industry: she’s now the fashion director of Scandinavian Mind and curated the show 'The Transformation Exhibition' in Stockholm earlier this year.

Age: 54

Britta Lund has been working in the fashion industry for more than two decades, founding photography agency LundLund with her sister Karin in 1994. Since then, she has herself started modelling and worked for the likes of Demna Gvasalia, who booked her to walk in Balenciaga’s spring/summer 2019 fashion show. Represented by Nisch Management, she was recently spotted in campaigns for Family Affair and featured in Antidote Magazine.

Age: 48

Model Johanna Ljungren worked as a fashion stylist before pivoting to a new career as a yoga teacher and culinary artist. With her health and wellness platform Detox Life, she curates her blog and Instagram feed with photos of her worthy editorials. When living in New York several years ago, she helped develop the Creative Consciousness program at Havas Agency and has since worked towards positive change in the fashion, beauty and wellness industries. Johanna recently starred in the campaign for the collaboration between Zalando and House of Dagmar.

Related: Scouted at IKEA: The stories behind Scandinavia’s greatest models

Age: 46

Represented by MIKAs in Stockholm and Next Management in Paris, Caroline Bwomono has had a stellar career spreading well over two decades. The Swedish model graced the cover of ELLE Sweden in 2016 and was shot for the magazine’s ‘Power Modelles’ editorial the same year. Featured in Renaissance Magazine, Bwomono has walked for some of the industry’s biggest names such as Vivienne Westwood, Christian Dior, Salvatore Ferragamo, Hermès and Dries Van Noten.

Age: 43

Though Jennifer Bråthen has embraced her modelling career only recently, she’s already well on her way to become a favourite of brands and magazines alike. Team Models, Norway’s first model agency, started representing her in 2021 and she is currently working closely with clothing brand Pierre Robert on an array of shoots and campaigns.

Age: 43

Scouted at 16, Mathilde Pedersen spent decades working as a model before retiring in 2000, when she decided to get a degree in psychology and work as a clinical child psychologist. Though she’s still working at her own practice, Pedersen has been encouraged by old friends of hers, chief among them creative director Kim Grenaa and former agent Jaqueline Friis-Mikkelsen, to give modelling a second chance. Having worked with Patrick Demarchelier, Mario Testino and Arthur Elgort in the past, she has also recently walked down numerous runways for the SS22 collections — think Teatum Jones, Gestuz, Brogger and Baum and Pferdgarten.

Age: 42

Based in Stockholm, Jaya K is represented by Scandinavia’s leading agency MIKAs — they’ve been working together on a range of campaigns with international brands and designers. She has recently shot lookbooks with fragrance brand Byredo as well as H&M and been featured in editorials for ELLE and Odalisque magazines.

Related: How trans models are shaping the future of fashion

Age: 47

First discovered at a concert in Florence, Saimi Hoyer built a stellar career as a model. She walked runways for Sonia Rykiel, Givenchy, Burberry and Diesel, was featured in numerous editorials for ELLE, Vogue and L’Officiel and appeared on TV as one of the judges for the Finnish version of America’s Next Top Model back in 2008. While she’s now running an exclusive boutique hotel in Karelia, Hoyer is still modelling on the side — her latest work includes a cosmetic campaign for Lumene in 2020.

Age: 51

Nina Dahl was scouted by Norwegian photographer Julie Pike before being represented by Team Models in 2020. Though she’s still working as an architect, Dahl is also pursuing a career as a model in Norway. She has recently worked with local Scandinavian brands D2, Costume, Krogh Optikk and Aurora Verksted on campaigns and editorials.

Related: Model Caroline Winberg makes her signature dish for Vogue Scandinavia

Age: 52

Represented by Scandinavian agency MIKAs, Ask has worked with some of the industry’s biggest players. Based in Stockholm, the model has shot campaigns for Diesel, Off-White, J. Lindeberg and Arket and been featured in editorials for Icon Magazine, Citizen K, ELLE and Odalisque. Recently, she has also worked with local labels H&M and & Other Stories on an array of seasonal lookbooks.