As a compliment to the 'Bright Young Things' campaign that Selfridges has been using for years to show off young talent, this year the iconic department store is launching 'Bright Old Things.'
This campaign aims to highlight the work of creative people in their 40s all the way up to people in their 80s. These senior artists will be creating original window displays and limited edition products for Selfridges, which will be sold through the Bright Old Things boutique. Some of the participating artists include 82-year-old painters, avid Instagrammers and 70s punk musician Bruno Wizard. Part of the criteria for selecting these individuals was that they must have experienced a "retirement renaissance," that inspired them to do something new.
Senior Artist Campaigns
Selfridges' Bright Old Things Highlights Artists Over the Age of 40
Trend Themes
1. Senior Artist Campaigns - Highlighting the work of creative people over the age of 40, Senior Artist Campaigns are a growing trend in the retail industry.
2. Retirement Renaissance - The Retirement Renaissance trend is an opportunity for companies to tap into the growing group of seniors who are still active, creative and ready to pursue new passions and interests.
3. Age Inclusivity - Age Inclusivity is an emerging trend that recognizes the value of experience and diversity in the workplace, and presents an opportunity for companies to attract and retain senior talent.
Industry Implications
1. Retail - Retailers can tap into the growing trend of Senior Artist Campaigns by featuring limited edition products and original window displays created by senior artists.
2. Arts - The Retirement Renaissance trend presents an opportunity for the arts industry to showcase the work of creative individuals over the age of 40 who are pursuing new passions in retirement.
3. Human Resources - The emerging trend of Age Inclusivity presents an opportunity for HR professionals to promote diversity and attract senior talent to their organizations.