Oliver Sweeney SS15 and ageless menswear advertising

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).

Plenty of grey at London Collections:Men, but no grey hairs. Why not?

This month's London Collections:Men showed that, for AW15, menswear is going monotone. Grey, black and white sometimes relieved by dark blues was the dominant theme in the more classic collections. Some used brighter highlights as relief; orange and yellow ochre being popular. 

I approve; such tones make an ideal background for pops of colour and a fine structure for patterns like Prince of Wales, herringbone and dogtooth checks. However, the silver, titanium and steely greys were not reflected by the hair of the models showing the wonderful collections on display. Why not, I ask?

E Tautz - shades of grey, but no grey hairs (image ?Hunger Magazine)

I have no objection to youthful models, but their exclusive use in advertising and on the catwalks locks out the growing demographic of which I'm a member; older men. In fact, it also excludes anyone who isn't tall and skinny, but that's another issue.

Thomas Pink at London Collections:Men AW15

There were exceptions: Duchamp, Oliver Spencer and Thomas Pink were among the few acknowledging that older men also represent the menswear market.

Oliver Spencer

One of my favourite collections was that from E. Tautz. British-made, superb materials; checks and herringbones in greys, charcoals and silvers, all colours which go so well with grey hair. Yet there was not one older model wearing these amazing clothes. The collection would have been graced by a few grey hairs and this would have opened it up to a whole new consumer: the older man in search of well-made style. The same goes for most of the more classic collections on display at LC:M.

Duchamp

At the risk of repeating myself, older men are an affluent, settled, and growing group. They may not all be interested in style, but with a little encouragement this is a market waiting to be opened up by shrewd selling. Such marketing can start by showing men's fashions on older models. This provides the role models and inspiration that older men need to get involved in style by purchasing menswear. It's as simple as that. Come on fashion industry, get real.

I'm 60 today

I find it impossible to believe and even did the maths again to check, but there's no doubt about it, I'm 60 years old today. If you're thinking that I'm too old to write about men's style and that you'll never visit Grey Fox again, ponder this. It seems yesterday that I left school, went to university, qualified as a lawyer, married, had children and the children left home. Life passes by very fast. Unless you're older than me, you'll very soon find yourself wondering at the passing years just as I am.

Yet I feel privileged. Age brings contentment, stability and confidence to many of us. We have experienced the ups and downs of life. This brings frustration, as we see others (not least politicians) repeating past mistakes, but it also brings a certain wisdom. 

The blog enables me to explore new interests and areas. I will continue to write about style, will harry the fashion industry to take notice of the older man and will support young, new or British-made businesses when I can. 

Please stay in touch. 

The Grey Style Project - a very English gentleman for St George's Day

Taken in Jermyn Street, London - quintessential English style.

Image © Carole Evans Photography and The Grey Style Project

For more on The Grey Style Project see here
And please follow the project on Tumblr.

The Grey Style Project - Grey Country Style

Here's a contribution from a reader. This image was taken by Laurence's seven year-old daughter. His jacket was a present from his wife from Harvie & Hudson and he was concerned he looked too 'country squire'. Whether or not that was the case, I think his daughter has great potential as a photographer and I like the country style (and no, I didn't ask if that is Laurence's house in the background).

If you'd like to join the project (as photographer or subject) to document style in older men, please get in touch or click here.

With thanks to Laurence and his daughter

The Grey Style Project - Vintage Street Style, South Bank, London

Mahmud on the South Bank, London, collects and wears vintage menswear. Image by Carole Evans.

All images © Carole Evans/Grey Fox 2014 - The Grey Style Project

The Grey Style Project - Lamb's Conduit Street March 2014

The Grey Style Project - Image © Grey Fox

To read more about The Grey Style Project click here.

The Grey Style Project: Handlebar moustaches in Trafalgar Square

A member of the Handlebar Club caught in Trafalgar Square, London.

All images © Carole Evans/Grey Fox 2014

In Camera - The Grey Style Project - a new project to document the stylish older man

It's been a while since I posted any street style images, so this is the chance to announce a project to document many of the stylish older men around the country.

© Carole Evans/Grey Fox 2014

This project will record the wide range of styles, tastes and creativity among older men. Inspired by the need to find a style of their own, and fired by the confidence and wisdom of age, many are discovering that middle age and beyond is the best time to express themselves through what they wear..

EDIT - see the Grey Style Project now on Tumblr

This project is in collaboration with my sister, Carole Evans, a professional photographer about whom I've written before when I featured her Retro Girls project here. See also her website here. Carole and I will be showing these images regularly on our blogs. If you'd like to take part in the project, as a photographer or as a stylish man of over 40, please get in touch, we'd love to hear from you.

© Carole Evans/Grey Fox 2014