# Senior Artist Campaigns Selfridges' Bright Old Things Highlights Artists Over the Age of 40 By Laura McQuarrie | Published 2015-01-19 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/bright-old-things References: [creativereview](http://www.creativereview.co.uk/cr-blog/2015/january/bright-old-things) & [selfridges](http://www.selfridges.com/content/article/bright-old-things) As a compliment to the 'Bright Young Things' campaign that [Selfridges](https://www.trendhunter.com/trends/the-joke-shop) has been using for years to show off young talent, this year the iconic department store is launching '[Bright Old Things](https://www.trendhunter.com/trends/wholesale-marketplace).' 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](https://www.trendhunter.com/trends/in-their-own-words) 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. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 64% | Activity: 80% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Why This Trend Is Growing - **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. - **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. - **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. ### Industries Being Reshaped - **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. - **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. - **Human Resources:** The emerging trend of Age Inclusivity presents an opportunity for HR professionals to promote diversity and attract senior talent to their organizations. ## Related on Trend Hunter - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Elder Athlete-Supported Serum Campaigns](https://www.trendhunter.com/trends/longevity-serum.md) - [Enriching Senior Initiatives](https://www.trendhunter.com/trends/ogilvy-shanghai.md) - [Celebratory Midlife Campaigns](https://www.trendhunter.com/trends/stripes-beauty-hotter-than-ever.md) - [Women 50+-Targeted Ads](https://www.trendhunter.com/trends/grace-creative.md) - [Senior-Friendly Pride Campaigns](https://www.trendhunter.com/trends/seniorfriendly-pride.md) - [Senior-Targeted Beers](https://www.trendhunter.com/trends/becks-70.md)