The Opening Ceremony Fall/Winter 2010 lookbook is full of hipster images and tweed. This fabric is normally only worn by the old, but if Opening Ceremony can do anything, they can make things that are uncool awesome.
We've watched the hipster movement adopt scarves, old-school hats and retro geek glasses, and now tweed is enjoying its moment in the sun. The Opening Ceremony Fall/Winter 2010 collection looks awesome to me.
Implications - Tweed, a material commonly associated with the elderly, is now being utilized by fashion designers as a clothing textile for youths, demonstrating the ease of repackaging products for new audiences. Corporations looking to repackage an existing product for a new demographic may considering hiring models that exemplify the new target market and making them use the product in an appealing manner.