Okay, we do acknowledge that neither Giorgio Armani nor Balmain’s creative director is actually responding to Jan’s blog on the Huffington Post “Designer Brands: It’s Time to Start Selling to Your Real Customers Not Imaginary Ones“, but at SoSensational, we think it is absolutely brilliant news that two of the most iconic brands in the stellar world of designer fashion, are using older models in their S/S 16 advertising campaigns.
Earlier this month, Balmain’s Olivier Rousteing, announced that its new campaign would star 1990s supermodels Cindy Crawford, Naomi Campbell and Claudia Schiffer. Mr Rousteing was quoted in the Daily Mail, as saying: “I wanted to convey a sense of reality, of clothes that offer natural elegance and the normality of everyday life.”
Er, in other words, a kind of tacit acknowledgement that stick-thin 17-year-olds are not the natural customers for Balmain.
This week, Giorgio Armani, 81, has announced that four iconic models from the ‘80s and ‘90s, star in his brand’s latest ad campaign. The four, Eva Herzigova, Nadja Auermann, Yasmin Le Bon and Stella Tennant now all aged between 42 and 51, star in the label’s “New Normal” campaign “honouring ageless beauty.”
Ahem, a further acknowledgement that brands are beginning to realise that we – women over 50 but not over the hill – are their actual customers.
Armani is running a series of ads shot by Peter Lindbergh, starring Herzigova, 42; Auermann, 44; Tennant, 45; and Le Bon, 51. They are featured in the Italian designer’s monochromatic S/S 2016 campaign, modelling timeless pieces that make up what the label is calling its “New Normal” collection. Quoted in the Daily Mail, Armani said: “I wanted four iconic women with strong personalities to show that feminine beauty is ageless. Signor Armani, also said he chose the models because they are “authentic women”. Perhaps a little patronising?
The “New Normal” collection is described as a selection of “timeless pieces” that are “distinguished by being styles possessed of an essential sophistication.” In the images, the models can be seen wearing sharp blazers, nautical stripes, trouser suits and crisp shirts.
Earlier this month, Balmain’s Olivier Rousteing, unveiled a dramatic black and white spring/summer 16 campaign starring Cindy, Naomi, and Claudia, photographed by leading New York photographer Steven Klein. Rousteing, who is known for working with young models and social media stars such as Kendall Jenner, Gigi Hadid and Jourdan Dunn, told the Daily Mail that working with the three 1990s “supes” was “a dream come true.”
SoSensational will be delighted if the rest of Planet Fashion wakes up to the fact that Women Over 50 are Not Over The Hill!
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2 Comments
I can’t wait to see the photos of Jan and Cindy wearing the items modelled by Cindy, Claudia and Naomi. Personally i wouldn’t be caught dead in them.
Thank you so much Glynis. You did make us laugh! When we saw the image of Cindy, Claudia and Naomi, we thought they’d taken the 40 and 50 something models and made them look like 30 somethings so what was the point of having older models in the first place? Like you, Jan and Cyndy wouldn’t be seen anywhere near those clothes but as an image, it certainly has impact.