This chapter aims to broaden the debate on the presence of the old body in Brazilian fashion editorials and proposes as a central question a theoretical reflection on the visual production of the Valentine’s Day campaign of the Reserva brand aired on its social networks in 2022. Through basic, qualitative, and descriptive research, it was possible to conduct a bibliographic survey about the context of the “silver economy” and the relationship between fashion, body, aging, and advertising, and a subsequent semiotic analysis of the advertising image, which in turn highlighted aspects such as the expansion of the discussion about the presence and perception of the old body in fashion editorials in Brazilian advertising, placing on the agenda the visibility of older people, ageism, and sex in old age. The result of this research showed how relevant it is to broaden the debate regarding the market of people over 60 years old, especially in fashion, to denaturalize retrograde concepts that no longer represent the reality of an aging population.