Is Putting Older Women in Fashion Ads the New Trend?
Just a couple weeks ago American Apparel featured a 61-year-old woman in their ad campaign -- a pretty shocking move for a company who typically puts half-naked, young 20-somethings in their ads. The gray-haired model is the face of their new "Advanced Basics" campaign, aimed at an older audience. And it seems like this trend has taken off. Lanvin's new fall 2012 campaign features non-models of all ages (mere mortals like ourselves!) in the ads, including one especially chic 80-year-old woman.
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Lanvin's designer Alber Elbaz told WWD, "I was interested to bring these clothes back to the street somehow, and seeing how they look on different ages, different sizes. It felt like a crazy family, and I like that." While it may seem bold, it's actually a pretty savvy move to put older women in fashion advertisements, because they're the ones buying the clothes. In fact, the National Retail Federation found that people aged 50-to-65 spend 78 percent more on shopping than people aged 18-to-25.
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And while we don't expect grandmas to start taking jobs from Victoria's Secret models anytime soon, it does seem like there has been a recent effort from fashion labels to start featuring the women who actually buy the clothes in their campaign ads.
So what do you think? Do you think the trend of putting older women in ads will take off?
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