As , isn’t it weird that, in 2015, old age is a trend?
We’ve all been hearing the stats revealing that people are generally living longer and on the whole fitter and healthier lives. Employment figures reveal that in the UK there are more people aged 50 plus working and age wise forming a much higher proportion of the work force then ever before.
No surprise then that society could be evolving into what has been . Rather than being put to pasture, the older generation are making choices to delay retirement, are working longer, creating new businesses and initiating start-ups. This situation is galvanised by the fact that the more mature of us, also have more disposable income.
There are indications that advertising is at long last waking up to the potential of this age group.  highlights fashion advertising: “Where we have seen the likes of 82 year-old Jacquie ‘Tajah’ Murdock featuring in a 2012 Lanvin campaign, Jessica Lange was revealed in February as the face of Marc Jacobs Beauty and Charlotte Rampling likewise for NARS Cosmetics. In advertising in 2011, Alfred Dunhill ran a campaign featuring Sir Ranulph Fiennes and John Hurt, while Sir Ben Kingsley takes centre stage in Jaguar’s British Villains spot. All of which helps normalise the idea of older people as stylish, sophisticated individuals and not some amorphous beige mass shuffling off into irrelevancy, but there’s still a long way to go to change advertising’s attitudes toward the over-50s.â€
As linked to at the opening of this post,  the French label Celine have used an 80 year old author (not model) Joan Didion as the face of its new advertising campaign. Shot by Juergen Teller, “The image encapsulates all that is considered chic right now: the clothes are understated, the colours are muted. Didion’s age is not hidden but celebrated – she’s all sleek grey hair and formidable bone structure.” It goes on to say its success is through “venerating intelligence and saving us all from photographs of Kim Kardashian’s bumâ€. But the article goes on to suggest that the “wider trend for casting older women in fashion adverts often smacks of cynicismâ€. That “the use of older models would be wonderful if it took place casually and habitually, but instead it is a story, often arch, kitsch or novel.†Celine, Nars, Marks and Spencers are all using older style icons – is this a flash in the plan, being sensationalist or is this a natural evolvement of their brand? What do you think?
Models photographed for beauty and fashion purposes have always been the stomping ground of the very young. At ºÚ¹Ï³ÔÁÏthough, we’ve started seeing increasing interest from clients for images reflecting the mature beauty market particularly from Germany. If this is your area of specialism then this is a great opportunity to source older models and develop a niche for yourself in this market.
Generally, focusing on this age group has always been important in stock photography but the visual approach and shoot brief has to change to reflect these ‘new agers’ in a current, interesting and realistic way. The idea of a young emerging photographer taking pictures of people 3 to 4 times their age as seen through their youthful eyes, could bring a whole new dynamic and fresh interpretation. Likewise a photographer in their sixties shooting this subject would bring another perspective.
I always remember at Tony Stone Images, the Creative Director at the time saying older people are always ‘about to do something’ in stock photography. That approach has changed with time though there are images still of older people smiling but inert with some sporting accessory like a surf board in hand. Also the tendency to ‘young up’ older people should be approached with caution but capturing a young spirit within an older physical presence can be done well and sympathetically. Older peoples’ personas are the sum of years of experiences and character development, and photography has the power to unlock that individuality.
In one news report I heard recently, it was revealed that babies being born currently could live to 150 so in effect a 70 year old could be quite a youngster! But if this is the future and likely it is, then you can be sure that creating products and services customised and designed for this incredible life span are in development. So get shooting and take the beige out of getting older!
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