Usually lookbooks are put out by hip clothing labels that appeal to stylish young people, but for Fall/Winter 2009, Japanese brand Unused decided to put out a lookbook with a hip older gentleman as the model.
The effect is actually pretty cool. They styled the gentleman the way that they would style a younger model, with whimsical but cool results, further cementing Unused as a hip clothing label.
Implications - As baby boomers are retiring, many of them will have amassed much more disposable income than younger generations. Though fashion companies predominantly cater to the youth, they're now trying to extend their market into older generations of consumers. Other industries should follow suit and incorporate features into their wares that will appeal to older generations.
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