In this video, with the perfect blend of confidence and irreverence, Jennifer Saunders and Joanna Lumley, of British comedy Absolutely Fabulous, model the Alexis Bittar Spring 2012 jewelry collection.

Season after season, Alexis Bittar outdoes himself with the brand’s video and ad campaigns, not only with expert styling, but also with unexpected model choices. He makes a powerful statement in frequently choosing older women to represent his jewelry line, like Lauren Hutton and Iris Apfel.

Says Alexis, “As you all know, I’m a big fan of using a mature woman in our ads. For political fashion reasons, I think it’s important to never have enough images of mature women in the marketplace. I feel the message that’s being given to women that they should try no matter what to try to look 18 seems like a setup. The most impressive women I know have moved well beyond their teens. They are able to offer a faceted view of their lives and the accomplishments which contribute to their beauty.”

In the grand arena of fashion, jewelry is the most timeless article a woman can wear, so I think to pay homage to that is both relevant and admirable. It’s no wonder that at Charm & Chain our Alexis Bittar customer demographic spans so many age groups!

With that in mind, enjoy this video from the Alexis Bittar Spring 2012 Campaign, which will be arriving at Charm & Chain in a few short weeks (and is better than ever!).