# Ageless Campaign Clothing brands ensure adequate age representation in their campaigns. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 16, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/ageless-campaign ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## What is the Ageless Campaign trend? **Ageless Campaign:** The fashion industry's long history of exclusion is slowly being addressed, and brands in this space are now increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns. ## The consumer insight behind the Ageless Campaign trend Today's consumer now expects a more authentic form of marketing, in which the many facets of their appearances and identities are represented. Rather than appreciating the traditional, aspirational marketing that they were once accustomed to, consumers are now looking for real world applications and representation in the brands they choose to purchase from. These individuals are drawn to companies that understand and reflect the needs and identities of their target audiences. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 27, 2018 to Jul 15, 2020 - Published: Jul 16, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Ageless Campaign trend ### Inclusive Campaigns Fashion brands are increasingly addressing age discrimination or exclusion by including models of all ages in their campaigns, reflecting the needs and identities of their target audiences. ### Anti-Ageism Movement Agencies like Grey Model Agency are providing 'beautifully aging' models for a range of campaigns and advertisements, inspiring a new 'grey' generation of models to step in front of the camera. ### Age-Defying Attitude Consumer expectations are shifting towards an authentic form of marketing, in which the many facets of their appearances and identities are represented leading brands to showcase age-diversity and encourage age-embracing attitudes. ## What the Ageless Campaign trend means for industry ### For Fashion Industry Clothing brands are ensuring adequate age representation in their campaigns, reflecting the needs and identities of their target audience. ### For Modeling Industry Agencies like Grey Model Agency are providing 'beautifully aging' models for a range of campaigns and advertisements. ### For Beauty and Personal Care Industry Consumer expectations for authentic marketing are shifting leading beauty and personal care brands to showcase age-diversity and encourage age-embracing attitudes. ## Workshop question How could your brand better represent the diversity of its target audiences? ## Trend signals for Ageless Campaign Trend score 4.7 out of 10, from popularity 66%, activity 67%, freshness 9%. - Popularity: 66% - Activity: 67% - Freshness: 9% ## Examples of the Ageless Campaign trend 5 featured examples from Aug 27, 2018 to Jul 15, 2020. - [Mature Women-Celebrating Campaigns](https://www.trendhunter.com/trends/women-over-50): Knix's New Lingerie Campaign Exclusively Features Women Over 50 (Category: Social Good) Implication: Fashion brands can innovate by developing clothing lines that specifically target women over 50, promoting inclusivity and diversity. - [Age-Defying Luxe Fashion Projects](https://www.trendhunter.com/trends/helmut-lang-campaign): This Helmut Lang Campaign Boldly Breaks Generation Barriers (Category: Fashion) Implication: Retailers can embrace inclusive and age-inclusive marketing strategies to broaden their target audience and increase sales. - [All-Ages Bodysuit Campaigns](https://www.trendhunter.com/trends/bodysuit-collection): Inamorata Women's Bodysuit Collection is Modeled by a Diverse Group (Category: Pop Culture) Implication: Integrating inclusive fashion practices and diverse representation in marketing strategies to establish a strong brand connection with consumers. - [Mature Modeling Agencies](https://www.trendhunter.com/trends/grey-model-agency): Grey Model Agency Works with Mature Models Who Redefine the Industry (Category: Fashion) Implication: The fashion industry has the opportunity to shift towards a more age-diverse and inclusive representation of beauty. - [Age Diversity Underwear Ads](https://www.trendhunter.com/trends/age-doesnt-matter): The Knix 'Age Doesn't Matter' Campaign Celebrates Beauty at Any Age (Category: Marketing) Implication: Fashion brands can disrupt the industry by featuring more diverse models and embracing age diversity in their campaigns. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)