When Miuccia Prada cast 14 year-old Hailee Steinfeld as the face, many criticised that the actress was too young evoking the whole young-models-and-stars-dominating-fashion-ads debate that never seems to go away.

But the brand decided to go in a different direction for their fall 2011 campaign by casting 34 year-old Guinevere Van Seenus. Shot by David Sims, the campaign moved away from the 40s feeling of the Bruce Weber S/S12 ad in favour of a stark look shot in a studio. Is the move surprising? Well, not really. It's no secret that older women, especially during this trying economic times, are the ones with the largest disposable income so whilst the Steinfeld campaign was beautiful, casting Van Seenus is clearly a smart business move.

What do you think of the campaign?