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Over the past couple of years, luxury fashion and streetwear brands have turned to older, legendary celebrities to don their new seasonal lines in marketing campaigns… and it’s paying off.
Why It Hits: Fashion is typically viewed as a young person’s industry — and the marketing is still directed at them — but the decision to put older faces front and center may demonstrate how the power to influence is being rewoven.
Between The Threads: “Okay, boomer” has a different ring to it when it comes to new fashion campaigns.
- KITH is the leader with the strategy, tapping Brian Cox, Bryan Cranston, and Jerry Seinfeld over the past couple of years.
- LOEWE enlisted Anthony Hopkins.
- Yves Saint Laurent gave Al Pacino a starring role.
- Ami went with Whoopi Goldberg.
- CELINE put Bob Dylan on their roster.
Wrapping Up: Highsnobiety believes that labels have turned to the seasoned star power because their sophistication and world-weariness give the clothes a more authentic and mature vibe. And it clearly resonates with audiences — the KITH-Cranston Insta post scored 220,000 likes, while the Ami-Whoopi one generated 147,000 in just two days. Those are high numbers for those brands. If sales among older customers increase, you might start to see a lot more veteran models on next year’s runways.
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