In advertising, the elderly are generally only seen in campaigns involving unfortunate consequences of their age, such as incontinence pads or retirement homes.
But I Love Ugly has flipped that stereotype on its head, photographing slick-looking older men in their garments alongside a younger generation.
The retailer brought together participants from two different age groups: boys from three to 12 years of age and men from 49 to 69 years of age.
The groups were asked one question each and their answers were channelled into what they were wearing and the mood of the photo, with all the clothes worn from I Love Ugly’s previous, current and future collections.
The young boys were asked, ‘What do you want to be when you grow up?’
In contrast, the older men were asked, ‘If you could relive your life, what would you do differently?’
As we grow up we are told that the world is the way it is and our job is to live our life within these boundaries. We are taught not to bash into the walls too much, to have a nice little family, get an education, save a little money and try not to get into too much trouble. Life can be so much more broad once you discover one very simple fact — that everything around you was created by people that were not any smarter or any better than you. The minute you understand this, you can begin changing things to be exactly how you want them to be. This is your life, don’t be afraid to make it on your own terms. Question everything, be unique. While others around you cop out for a cookie cutter existence, continue to want more. Help form a generation who constantly unleash their creativity upon the world, who don’t play the game by yesterday’s rules, who realise the power they hold. Make your mark on life, learn from the past, live by the present and create the future. Heres the first image from our brand new campaign "Generations". Obi, 3 years old wearing our Monkey see, monkey do jacket. He wants to be a racing car driver when hes older. Why not? #iloveugly
The juxtaposed results show contrasting emotions through the stages of a person’s life: hope, ambition, self-reflection and even regret.
Full information on the unique campaign will be released this week, with the answers to the models’ questions being made available online and in I Love Ugly stores.
The brand seems fond of unique campaigns. Earlier this year, it plucked ordinary guys off the street and got them style themselves in its clothing and be photographed for “Normals”.
Prior to that, it cast then 53-year-old Pascal alongside 23-year-old Zak to model its collaboration line with Hypebeast in 2013.
At the time, it said it was to show how classic trends can transcend into modern-day culture and interpretations of trends can change depending on who’s wearing the clothing.
“The old becomes the new and the new becomes the old, they are one in the same,” the company said.
Karen Walker is another Kiwi brand that garnered worldwide press by using older models.
The New Zealand fashion designer employed women between the age of 65 and 92 to model its sunglasses in 2013, which is almost unheard of in women’s fashion.