Selfridges launches Bright Old Things

Earlier this year, Selfridges launched its Bright Old Things campaign: an initiative for older creatives seeking a second (or sometimes third) career in fashion instead of retirement. Selfridges normally runs a Bright Young Things initiative showcasing the best in upcoming design talent in the New Year, but its campaign for 2015 has taken a slant toward capturing talent from a different pool.

Linda Hewson, creative director at Selfridges told Women’s Wear Daily: “One of the things we pride ourselves on is telling great stories, how better to start the year than by celebrating of 14 of them? These people can teach us all a thing or two about growing old properly.”

It’s Never Too Late to Try Something New

The campaign has been launched nationwide to select 14 individuals, culminating in each of the store’s windows as a platform from which to showcase their abilities. The only criteria is that the move into their chosen field has been a new one from previous experience. Not limited to London, the Birmingham store advertised in September, seeking nominations from across the design/creative spectrum. The nominees will be photographed in portrait by renowned photographer Todd Selby at their homes or offices and thus far have been named as musician Bruno Wizard, artist Molly Parkin and retailer Nick Wooster.

Running from 8^th January until the end of February, each of the Bright Old Things will each be given a platform in a dedicated window at the Oxford Street store. In addition, curated events will be taking place and designs contributed can be seen across product ranges in the form of notebooks and framed prints.

In March this year, Man Repeller magazine published an article titled Fashion Says to Hell with Ageism, highlighting how older people are included more and more in mainstream and high-end fashion. Two notable examples of this being Catherine Deneuve (70) and Jessica Lange (64) who modelled for Louis Vuitton and Marc Jacobs, respectively. Lange has recently been chosen as the face of Marc Jacobs beauty, marking a response by design houses to meet the demands of older consumers, who have a recognised spending power greater than younger people.

In Britain, approximately 330,000 entrepreneurs are aged 65 and over, with start-ups becoming an increasing choice. An aging population means this is a potentially diverse and original resource to tap into. The ages of Selfridges’ choices span between late 40s to mid-80s, reflecting a range of design interests and personalities.

Bright Old Things looks to be an exciting exhibition of talent approached from a fresh perspective, perfect for kick-starting the New Year and a welcome distraction from the mayhem of post-Christmas sales.

 Emma Pugh