Bright Old Things Selfridges

Selfridges London will subvert their traditional Bright Young Things campaign this month. Usually taken as an opportunity to showcase new and exciting young talent, this January the department store will celebrate those who have undergone a "retirement renaissance" in their new window displays.
If you're looking for things to do in Oxford street London, this is for you. With Bright Old Things Selfridges has harnessed the creative power that comes with experience, showcasing 14 individuals, aged between 40 and their late 80's, who have turned to creative forms later in life. Their display, alongside portraits, interviews and customised products, will launch in the flagship store windows in early January.
This new campaign is the culmination of a nationwide search for promising individuals which began in early November last year. The winning candidates were photographed by photographer Todd Selby in their homes or offices. Bright Old Things include writer Molly Parkin, punk musician Bruno Wizard and fashion retailer Nick Wooster. 
“We didn’t think of it as a commercial project from the beginning, but it became really apparent that because of the ageing population we have, of course it must be the case,” said Creative Director of Selfridges, Linda Hewson.  
"How better to start the year than by celebrating of 14 of them [great stories]? These people can teach us all a thing or two about growing old properly." She went on to tell WWD. 
Bright Old Things pinpoints a growing shift away from previous conceptions of what fashion should focus on, and who should represent it. Marks and Spencers may have started the trend years ago, when they employed supermodels Twiggy and  Erin O'Connor to front campaigns, but today 'ageless style' has become a standard way of appealing to the older consumer. Last year saw, amongst others, the Anjelica Huston Gap campaign, and Jane Fonda for L'Oreal. This shift is hardly surprising, not only because of the ageing population in the UK, but also because this market is increasingly the largest consumer of luxury goods.