Since he took up the gig as British Vogue's editor-in-chief in 2017, Edward Enninful has blown apart the usual dusty concept of 'ideal female beauty'.
Regardless of race, age, body size and physical ability, style icon status has been conferred on a swathe of individual trailblazers.
And now 85-year-old actress Judi Dench has become the magazine's latest cover star, a year after 81-year-old Jane Fonda became the magazine's oldest cover star.
"Retirement? Wash your mouth out," Dench has famously said in her interview with the style bible. "I don't like [the idea of ageing] at all. I don't think about it. I don't want to think about it. They say age is an attitude… it's horrible."
Dench joins a swathe of beautiful women for whom advancing age is part of the overall enthralling package: Helen Mirren (69), Jessica Lange (64) and Charlotte Rampling (68) all signed high-profile cosmetic contracts with L'Oreal, Marc Jacobs and Nars respectively. At 63, Isabella Rossellini regained the Lancome contract that she had lost to a younger model two decades previously.
By turns sage and luminous, Judi Dench, photographed by celebrated snapper Nick Night, looks like what every magazine cover model hopes to be: aspirational, uplifting, striking. Beautiful.
The truth is, she doesn't look like most people's idea of a woman in her mid-80s. But these days, being older is an entirely different beast to what it was. Put it this way, Brad Pitt is now 56 - at that age, Charlie Haughey had been Taoiseach for two years.
Colm Meaney was 40 when he starred as everyone's favourite dad in The Snapper in 1993, making him the same age as Chris O'Dowd, and just three years older than Michael Fassbender and Cillian Murphy. Likewise, women are staying much younger, in both energy and appearance, for longer.
Actress Jean Alexander was 36 when she took on the iconic role of curler-wearing Hilda Ogden in Coronation Street. This makes her a year younger at the time than Khloe Kardashian is now. People seem to be staying younger for longer, and the boomer mindset certainly doesn't like to describe itself as 'old' in the overall scheme of things.
This realisation that 70 is the new 50 comes at a particularly interesting time. For the last two months, the over-70s in Ireland, and elsewhere, have been referred to repeatedly in the media as 'vulnerable', and with 'compromised immunity'. Many have been advised by experts to self-isolate and cocoon, and lower their chances of contracting the coronavirus.
Naturally, there are many Irish people over 70 for whom the Government-led guidelines are not to be argued with. The guidance on cocooning is basedd on cold hard scientific facts: coronavirus is much more dangerous for older people than it is for younger people. And there has been a heartening generosity around this very idea. We've gone from 'Ok, Boomer' to 'Are You Okay, Boomer?'.
Evidence abounds that younger people have made measures to call in on their elderly neighbours and offer help and support for those who have been cocooning. It hints at a positive cultural attitude to older people; we see social distancing and self-isolating as a shared responsibility and one to protect a demographic vulnerable to the virus.
But just as there are people in the third act of life that have benefited from cocooning measures, there's a significant swathe of the very same demographic who think that cocooning is for people much older than them. Similarly, they are affronted at being lumped into one stereotypical mass of 'older people'.
Mention the idea of staying indoors to my own father, aged 70, and you might as well be asking him to take a trip to Mars. He is a robust, energetic and active man - young in spirit if not in years, who still loves to work hard and play harder.
Intimating that he is in any way fragile or dependent would make him laugh. These cocooning rules don't seem to apply to him. He is about as worried about his compromised immunity as I am about winning the lottery. Which is to say, not a whole lot.
Amid the coronavirus pandemic, younger people have been asked to 'persuade' their elders to stay indoors, which is an exercise in futility. Certainly, RTE broadcaster Olivia O'Leary (71) has openly admitted that she is not settling comfortably and willingly into her own cocoon.
As a recent New Yorker article notes, the post-war Boomer generation has been criticised - mostly by their adult children - for not initially taking the current coronavirus threat seriously enough because they simply do not see themselves as vulnerable.
Part of this, I suspect, is a tendency on the party of many seventysomethings to rail against the stereotyping of older people that still exists today. 'The elderly', as a phrase, often conjures up images of frailty and, more often than not, disenfranchisement.
The boomers are the generation that burned bras and invented rock 'n' roll. In Ireland, they blazed a trail when it came to edging towards a more secular Ireland, advocating for divorce and contraception. They were as radical an entity as you could imagine 40 or so years ago, and they're not about to relinquish that reputation any time soon and be lumped together as 'older people'.
Tony Tracey, a professor in NUI Galway currently investigating a paper on Ageing Masculinities in European Literature in Cinema, says: "I was attuned to a creeping ageism in the first couple of days [of reporting on COVID]. A few things said were a little glib, not least this widespread belief that initially, it was an 'old person's disease'.
"It was a line that helped to explain it away. There was this notion of people of a certain age being separate from society. We haven't caught up with age in our society in the same ways we've caught up in gender and sexuality.
"One of the things we're doing with Judi is saying 'doesn't she look great for her age?', and by doing that we make those people the exceptions, to distract us from general ageism in our culture."
Gerontologists have coined the phase the 'young old', made up of people in the 65-80 age range. After that, they have pinpointed two other factions: the 'old old' (75-84) and 'oldest old' (85+). Of late, boomers have been largely characterised as conservative, right-leaning NIMBYists.
It's a generalisation that riles many of them almost as much as the as millennial depiction of avocado-eating snowflakes does the under-35s.
We have reached a curious cultural crossroads. Older people are no longer invisible in popular culture. Ageism, which has been quietly pervasive in society for decades, is being roundly challenged. As Judi Dench's Vogue cover shows, they are being given their dues as elder, eminent figures of great influence and worth.
While styling Dench for Vogue's cover shoot, "I was very aware that I was in the presence of someone who had experienced some truly incredible things, and lived life to the full," noted Vogue's Contributing Editor Kate Phelan.
"Rage, rage against the dying of the light," Dench told her in turn. "Never was a truer word spoken."