I've often written about the need for more older models in fashion advertising. It seems so obvious that the older man, a huge and affluent demographic, is likely to buy more clothes if he sees older role models wearing stylish, fashionable, cool (whatever label you like to apply) clothes.
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| Gordon Richardson on the catwalk in June 2012 for Oliver Spencer |
Last summer I expressed my disappointment on Twitter at the exclusive use of young models at one of the June LC:M's presentations and was struck from that particular guest list in January for my pains. However, this was the only negative response. I've spoken to many people who agree that it makes sense to have more grey hairs on the catwalk. I was delighted when I met Hackett before Christmas and was told that they would use older models in their show at LC:M - as indeed they did (see below).
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| Hackett AW14 |
Some labels, like Oliver Spencer (below) and Rake, have always seen the sense of marketing to a wide age range. It works well when we see a mix of ages on a catwalk or in a fashion advert. Each age group wears, and accessorises clothes differently, and it helps to see this.
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| Oliver Spencer AW14 |
Look at Gordon Richardson, design director at Topman (pictured at the top of this post). One day he wears a conventional navy blazer with dark polo neck and spotted pocket square; the next a skinny-trousered Topman creation. Yet he always looks good without appearing to try too hard. Whether you like his style or not, he shows the possibilities for older men.
We need such role models. Suitably inspired, older men will dress creatively, stylishly and adventurously.
We need such role models. Suitably inspired, older men will dress creatively, stylishly and adventurously.
