I make no apology for featuring Oliver Sweeney in successive posts; this is an editorial decision prompted by my approval of their advertising campaign for their spring/summer 2015 collection. Not only does it contain clothes I'd like to wear (from a brand I previously associated only with shoes), but they also have selected a model with a good show of grey hairs.
The model is in his fifties (he's Glenn Campbell, a stylist and presenter in his fifties and isn't a professional model) make the shots ageless in a way that gives me, an older man, some idea of how the clothes could look on me. At the risk of becoming tedious on this point, I feel that many brands are losing out by ignoring the older man; we are a demographic that is increasing in size, affluence and interest in style. Advertise to us and we will abandon our cardigans and slippers and buy with enthusiasm.
Readers will recall I wore one of their coats in my recent spring coats shoot (click here). Well done Oliver Sweeney. (Incidentally, this isn't a sponsored post).
All looks great to me and you are correct to promote the potential of the older market. However, in the second picture Glen looks to be wearing no socks. I dislike the sickles look and don't believe it can be good for the shoes.
ReplyDeleteMaybe I am too old!
Good stuff.
ReplyDeleteExcept for the lack of socks. When oh when will this no socks trend end.
(Except with sandals of course, then no socks are fine!)
Very pleased you picked up on that GF - when I saw the new site a week ago I thought you would approve ! Own a number of pairs of their excellent Goodyear Welted shoes and will definately view the clothes when next in Manchester
ReplyDeleteThanks MacSmith. I nearly commented in my post, but thought I would give the no socks debate a rest.
ReplyDeleteGF
The current Engineered Garments SS15 look book features a grey model sporting some great casaul menswear.
ReplyDeleteDavid, Oh how I wish I could look this good! Maybe they need to feature some short legged well rounded models (like me!) as well. I agree that the "older" gentleman is definitely a niche of the market that most clothing firms ignore unless its M&S!
ReplyDeleteRegards,
Colin
I welcome this "ageless advertising", and wish that we women could follow suit with the same kind of aplomb...
ReplyDeleteI'm 62 and wish clothing firms would keep our age group in mind. I still want to look fashionable.
ReplyDelete