# Retired Superhero Shoots Gilles Barbier's L'hospice Makes Me Want to Visit My Grandma By Michael Hines | Published 2010-02-28 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/gilles-barbiers-lhospice References: [theworldsbestever](http://theworldsbestever.com/2010/02/26/gilles-barbier-lhospice/) & [documentsdartistes.org](http://www.documentsdartistes.org/artistes/barbier/repro.html) Gille Barbier's L'Hospice is the most creative idea I have seen in awhile. The concept of being a superhero is flipped on its head in these photos, which showcase the geriatric side of being superly endowed. These photos make me uncomfortable. I never thought of my favorite [superheroes getting old](https://www.trendhunter.com/trends/sickkids-foundation-ad) and decrepit. Gille Barbier's L'Hospice is a telling reminder that nobody can escape aging. Not even superheroes. **Implications** - Though old age has been seen as a negative thing in society for decades, consumers are finally catching on to the bright side of aging. In today's society, old age is seen as a mark of experience and wisdom; essentially, true beauty. Thus, companies that use elderly citizens in their campaigns will seem avant garde in their perception of what is attractive. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 82% | Activity: 63% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Photography](https://www.trendhunter.com/stylephotography) ## Key Themes ### What's Driving This Trend - **Positive Ageing:** Companies that embrace the positive aspects of ageing and feature elderly citizens in their campaigns will be perceived as avant garde and attractive. - **Subverting Superheroes:** Art projects like Gille Barbier's L'Hospice that flip the concept of superheroes to showcase the geriatric side create disruptive innovation opportunities in the entertainment and art industries. - **Reflection on Aging:** The uncomfortable reaction to Gille Barbier's L'Hospice prompts a reflection on aging, creating disruptive innovation opportunities in industries that focus on health, wellness, and anti-aging products. ### Who This Affects Most - **Advertising:** Advertising agencies can tap into the trend of positive ageing by featuring elderly citizens in their campaigns and redefining beauty standards. - **Entertainment:** The subversion of superheroes in art projects like Gille Barbier's L'Hospice opens up disruptive innovation opportunities in the entertainment industry to explore new narratives and perspectives. - **Health and Wellness:** The uncomfortable reaction to Gille Barbier's L'Hospice sparks a reflection on aging and creates opportunities for disruptive innovations in the health and wellness industry to cater to the needs and concerns of the aging population. ## Related on Trend Hunter - [Empowering Walking Sticks](https://www.trendhunter.com/trends/walking-sticks.md) - [Dynamic Immersive Play Museums](https://www.trendhunter.com/trends/superpower-studios-initiative.md) - [Vegetable-Themed Condoms](https://www.trendhunter.com/trends/the-rise-of-horticulture.md) - [Elder Athlete-Supported Serum Campaigns](https://www.trendhunter.com/trends/longevity-serum.md) - [Elevated Senior Essentials](https://www.trendhunter.com/trends/remsen.md) - [Wild Granny Campaigns](https://www.trendhunter.com/trends/your-grandmas-energy-drink.md) - [Retiree Influencer Houses](https://www.trendhunter.com/trends/retirement-house.md) - [Muscle Loss-Combating Playground Benches](https://www.trendhunter.com/trends/playground-bench.md) - [Boomer-Targeted Superfoods](https://www.trendhunter.com/trends/superfoods-for-over-50s.md)