Eclipsing younger rivals half their age, original supermodels Naomi, Linda, and Claudia front winter campaigns

In the fickle world of fashion, where youthful beauty is all, they should be well past their sell-by date.

But the original supermodels of the Eighties and Nineties are eclipsing many of their teenage rivals to front this season's most coveted collections.

Two decades older but mysteriously unwrinkled, Naomi Campbell, Claudia Schiffer, Christy Turlington and Linda Evangelista currently dominate the pages of fashion magazines such as Vogue.

Looking good at 43: Linda Evangelista in a new advertising campaign for Prada

Mother-of-one Miss Evangelista, 43, is the face of Prada, having toppled 23-year-old Russian Sasha Pivovarova from her six-season reign at the fashion house.

Meanwhile, Miss Schiffer, 38, is fronting Chanel's main collection while Miss Turlington, 39, is promoting the designer's eyewear.

Miss Campbell, 38, has been chosen as the face of Yves Saint Laurent as well as garnering the front covers of French, Italian and Brazilian Vogue.

Each model is expected to earn around £300,000 from the campaigns.

Industry experts said their return can be explained by the fact that designers are keen to appeal to older women with more disposable income as the credit crunch hits.

Retro look: Naomi Campbell, 38, in an Yves Saint Laurent advert in Vogue

Carol White, managing editor of Premiership Model Management, said: 'In times of financial instability, brands go for top quality - they want to sell dreams.

'There is much more punch with a girl like Linda than a beautiful face from the Ukraine.'

Didier Fernandez, of DNA Models in New York, said: 'People are starting to wake up to the value, both in the emotive and bankable sense, of the original supermodels.'

And the decision appears to be paying off.

Still a supermodel: Claudia Schiffer, 38, is the face of Chanel

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Christy Turlington, 39, is the face of Chanel eyewear and also features in Escada's autumn/winter 2008 campaign

L'Oreal's profits have soared by 20 per cent since Miss Evangelista first appeared in its adverts 18 months ago.

The supermodel phenomenon was first created in 1991 after Gianni Versace put the group - which also included Cindy Crawford, 42, Helena Christensen, 39, and Stephanie Seymour, 40 - on to his catwalk.

Renowned for their womanly curves, by 1996 their star had begun to wane amid reports of outrageous demands and diva-like behaviour.

Smooth operators: Claudia Schiffer, left, and Naomi Campbell, right, both 38, are remarkably youthful and wrinkle-free, despite being twice the age of rival young models