Now, this is the kind of New Year, New You project I’m interested in. From Thursday, Selfridges Bright Old Things campaign celebrates the ‘retirement renaissance’. Thirteen creatives aged between 40 and 82 (who have all experienced some kind of artistic epiphany), will each be taking over one of the store’s window displays. As the name suggests, Selfridges annual Bright Young Things initiative usually champions youth, but this year the retailer has turned it around. Bright Old Things who’ve had a new lease of life include Sue Kreitzman, the 75-year-old who ditched her career as a successful TV cook and food writer and turned to ‘outsider art’.
Nick Wooster the 55-year-old social media star and menswear retailer-turned-designer. New York-based Wooster has worked for Barneys, Bergdorf Goodman and Ralph Lauren. And Molly Parkin, the 82-year-old painter and former fashion editor at the Sunday Times who told the Independent, ‘I’m thrilled to be ancient. I could only wish that everyone has as wonderful an old age as me.’
A recent survey into mature fashion and lifestyle by YouGov (for the retailer JD Williams) found that the 50-plus demographic does not feel there’s enough choice on the high street or enough older people visible in advertising, magazines and on TV. Having worked in the fashion industry for decades, I do think we are seeing a massive shift in attitudes – it’s been a long time coming but retailers and advertisers are finally cottoning onto what
Business of Fashion calls the Silver Spend. With brands like L’Oreal, Nars and Dolce & Gabbana using older models and wonderful campaigns like Bright Old Things, we are definitely moving in the right direction.
So, look out for the Bright Old Things schedule of events and specially designed products, like this fabulous Sue Kreitzman necklace by Tatty Devine:
|Image: Stella magazine|