With an ever-growing aging population, the ability to communicate with older people in authentic and nuanced ways is more important than ever. Brands need to focus clearly on how they speak to the older generation of women. We’ve seen this in action recently –
Celine and Joan Didion
Fashion house Celine using the literary icon Joan Didion as their face seems an attempt to position the brand as one with integrity and substance. But, it doesn’t appear to use her clout in quite the right way – it seems problematic to reduce this intellectual heavyweight to an accessories seller. Covering the lines that tell her stories with oversized shades seems to squash the icon into a fashion box – handbag and all.
Joni Mitchell and YSL
Saint Laurent Paris has become known for using a huge variety of weird and wonderful musicians in advertising – this campaign also includes Courtney Love and Marilyn Manson. This not the first time Saint Laurent has used an older musical icon in their campaigns, but it feels interesting at a time where ‘70s revival fashion is all the rage. The advert captures Joni in a ‘70s inspired jacket, hat and shirt – items she’d surely wear in her natural habitat, and she is holding her own guitar. It feels natural and authentic.
Iris Apfel and Wise Wear
The 92 year old socialite and model Iris Apfel has recently collaborated with wearable technology designer Wise Wear, creating a range of jewellery that has built in safety features, and a health and tracking system aimed at older, style conscious women. Using one of the world’s most fashionable women to champion this innovative design-led technology not only markets the product to her peers, but also acknowledges that the older generation are clued up to technology and design – and often are the demographic with the cash to splash.
Why is this interesting –
It is refreshing to see older women as the faces of major brands. Using the image of someone with a wealth of prowess and substance is a smart way to make a brand look considered, intelligent and cool, but it can miss the mark if the imagery feels inauthentic. Showing her looking like herself, doing the thing she is best known for can give the glow of genuine honesty. It feels even more compelling to see brands using older women to advertise to their peers, rather than only to twenty-somethings. It feels like a significant positive step forward on brand’s quest to embrace an older generation of women.
We discussed this in our previous blogs The Age Old Issue, Style over Substance and Winning Silver: