Age in the Beauty Industry
Gucci’s new genderless and ageless fragrance, Memoire d’un odeur, was accompanied by a beautifully diverse campaign. The cast fronted by Harry Styles, consisted of gender-neutral model Leslie Winer, hot new designer Harris Reed, LA-based dreamscape painter Ariana Papademetropoulos, self-confessed leather daddy Zumi Roscow, 76-year-old actor Stanislas Klossowski Da Rola, and silver-haired siren Olimpia Dior.
It is a rare sight to find older figures in new beauty ads these days with brands usually opting to cast younger models even when creating campaigns for anti-aging products. In the industry, we see a common thread through of what is good and bad in beauty - and often old age is seen as the latter.
The Gucci campaign celebrates the beauty in age diversity and inclusivity.
“Gucci are really making a big statement by putting these people who are all so different and diverse and eclectic in a campaign for a universal fragrance. Its not for one gender and the brand has run for 98 years - this is a monumental milestone within history. I think it is going to hopefully instill a lot of hopefulness in people, really inspire people to just be their full selves. None of it is glossy, it's very authentic which is great because it really shows people the power of authenticity. I think it's going to really transcend beautifully within society and instill this hopefulness within everyone.” - Harris Reed