Modelling agency Carrie Models International has started a new division called Carrie Elegance which hires only women aged 35 and older. SMU Associate Professor of Marketing (Education) Seshan Ramaswami saw a growing market for mature models, and said that marketers need role models and aspirational figures who look, feel and talk like the target market to be successful. "It will become an even bigger phenomenon in the years to come," he added.