Marc Jacobs has chosen 64-year-old actress Jessica Lange to front his new beauty line.

The designer proved that mature models are having a moment by casting the star, who also provided a vocal soundtrack for his autumn/winter 2014 runway show, in his upcoming campaign.

He posted a snapshot of the 'American Horror Story: Coven' actress on Instagram along with the caption: ''Announcing the new face of @MarcBeauty, Jessica Lange! Campaign shot by David Sims. Shop at marcjacobs.com/beauty.''

The choice was evidently well received by fans, who praised the bold move with enthusiastic comments including ''Divine!!!!'' and ''great!''

News broke just after Nars announced 68-year-old British actress Charlotte Rampling would be fronting their own cosmetic ads.

François Nars told WWD her ''strength of character'' makes her a great fit for the brand, saying: ''I remember Dirk Bogarde referencing Charlotte's 'fabled look' because of the combination of her beauty and withering gaze. This is what makes her an endlessly watchable mystery.''

The trend for choosing all-natural older models is on the rise; American Apparel recently unveiled a lingerie campaign featuring a 62 year old, while Catherine Deneuve, 70, features in Louis Vuitton's latest campaign and Diane Keaton stars in a new L'OREAL ad.