Aussie fashion brand Blue Illusion hires 94YO model as face of new ‘Ageless’ campaign
Australian-based fashion and lifestyle brand Blue Illusion has broken with a fashion tradition, signing a 94-year-old woman to be the face of the brand.
Blue Illusion began working with American tastemaker and style blogger Iris Apfel, which resulted in the brand creating a campaign using the 94-year-old to showcase its 2016 winter fashions under the label of Ageless AW16.
Blue Illusion co-founder and creative director, Donna Guest, said the decision to use the nonagenarian was based on her own unique style and her refusal to accept age as a defining factor in her life.
“Iris makes it a non-issue (as it should be) to embrace your age, she has this ‘what’s your number?’ attitude, where the higher the (number the) better,” said Guest.
Love how the newsletter referred to her (stupidly) as a model, glad to see the article gets it right – Apfel is an icon.
Congratulations Blue Illusion. There has been a real lack of local mature models in the past and that meant using international library images for advertising campaigns. We set out to change that in Australia and now have over 300 mature models, aged from 50 to 95, registered with Real Models. It’s important to add authenticity to campaigns by using local talent.
I don’t get this partnership at all. Iris Apfel is known for her extraordinary eye, accessorising with statement pieces and taste level, and Blue Illusion make polyester shirts for nannas.
Just because they target an older audience, and Iris is older, does not make their brand DNA compatible.
I hope they are planning an entire new, well-designed collection to make them worthy of her participation…