Journalist Patrícia Parenza made a post on her Instagram page, garnering over 12 thousand likes and 300 comments. It featured a photograph of the 67-year-old Spanish woman Angela Molina, who was the star of Zara's new advertising campaign, which emphasizes diversity, highlighting the importance of intergenerational relationships specifically in the fashion industry. This openness to diversity allows for reflection on issues related to female aging and the representation of women's image in society. The question arises of how visual media can influence the perception of the beauty of older women's bodies and whether it contributes to the representation of this audience, as it serves as a pathway to the production of meanings and culture. The methodological approach adopted is semiotic analysis (SANTAELLA, 2006, 2017, 2021; CHIACHIRI, 2010) of the published image, as well as some of the comments made in order to interpret the meaning that this body has acquired and its respective social representation, understanding it from the perspectives: qualitative-iconic, revealing the first impression of the image; singular-indicative, contextualizing the message in a specific time and space, highlighting traces of identity; and finally, conventional-symbolic, revealing the representative power of the message. The theoretical contribution comes from Susan Sontag's essays (1997) for being an activist woman, a scholar of media representation, especially photography, understanding it as a fragment of the world laden with contemporary thought and feeling (DOBAL, 2017). The mentioned author assumes a commitment to aesthetics and morality by recognizing that the photographic image configures positions and worldviews.