COOLHUNT - The real proof that age is just a number.

Last week I came across a few new campaigns from different brands, they were extraordinary because of one thing. The models in the campaigns were some lovely older ladies. This is something new that we have not seen before very often. A few examples: Joan Didion for Céline, Iris Apfel for Alexis Bittar and Joni Mitchell for Yves Saint Laurent. 

Joan Didion for Céline.

Iris Apfel for Alexis Bittar.

Joni Mitchell for Yves Saint Laurent.

WHAT? So older women modeling for some major fashion houses is something new. But it can also be explained because there's a new subculture called: 'Youngsters'. It's a large group of older people who are reinventing the fact of getting older. They're babyboomers from the sixties and seventies. Back in the days they we're born in a time of pop music and they still have a great influence on the economic, political and social field. In a world full of subcultures they create their own identity. They are active, full of life and they have a young spirit. The Youngsters are the hipsters beyond the elderly. So this is a whole new subculture. They're on the rise and that is something that we can see in fashion now. They use these 'Youngsters' for new campaigns. Maybe we will see this more in the future. 

'Youngsters'

WHY? The rise of the 'Youngsters' and the elderly ladies as models are examples of the maxi trend 'age elasticity'. You can link this maxi trend on the mega trend 'aging' which is a big issue because the number of elderly is growing. But these beautiful women are the living prove that age is just a number. These people are changing the image that older people are boring and dusty. The Youngsters are full of life and they dress like they're 20 again! It's something I can only respect. In the future this can be the new image for elderly and not just for elderly but everybody. You don't have to look old when you're not feeling old. You have to dress as old as you feel, that's the message from the 'Youngsters'. Admit it, we all want a cool grandma like the women in the picture below. 

'Youngsters'

Sources:
http://www.lindanieuws.nl/lifestyle/iris-apfel-93-met-rimpels-in-voorjaarscampagne-alexis-bittar/
https://i-d.vice.com/nl/article/ari-seth-cohen-en-zijn-liefde-voor-schoonheden-op-leeftijd
http://www.vogue.com/7683419/joan-didion-celine-ad-campaign/#
http://advancedstyle.blogspot.co.uk
http://www.deyoungsters.nl/nl/wie-zijn-het/