# Edgy Elderly Marketing The Latest Sandor Lakatos Campaign Features Challenges Beauty Ideals By Jana Pijak | Published 2015-01-13 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/sandor-lakatos-campaign References: [fuckingyoung.es](http://fuckingyoung.es/sandor-lakatos-fallwinter-2015-campaign/) & [sandorlakatos](http://www.sandorlakatos.com/) The Sandor Lakatos campaign for Fall/Winter 2015 celebrates a [bold and fearless vision of beauty](https://www.trendhunter.com/trends/up-next-campaign). Instead of recruiting a young face to represent his label, the Hungarian menswear designer works with an elderly subject, model Andras M. Kecskes to showcase his latest range. Highlighting a mix of sculptural and exaggerated silhouettes, the latest Sandor Lakatos campaign is anything but traditional. Elderly model Andras poses in Op Art themed textile prints and origami-inspired garments with a 3D feel while expressing himself through a series of carefree movements. Challenging social perceptions that relate to beauty, this advertorial proves that being young is a state of mind and not linked to age. This photoshoot's elderly subject is edgy and artistic, much like the [conceptual menswear staples](https://www.trendhunter.com/trends/tough-guys-soft-sweaters) that he wears. ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 96% | Activity: 99% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Ageless Beauty:** There is an opportunity for beauty industries to embrace diversity and represent new forms of beauty beyond traditional stereotypes. - **Silver Fashion:** There is an opportunity for fashion industries to tap into the underrepresented market of elderly consumers who want to challenge traditional fashion norms. - **Intergenerational Marketing:** There is an opportunity for marketing industries to create campaigns that celebrate diversity, inclusivity and challenge social norms across all age groups. ### Where This Applies - **Beauty Industry:** The beauty industry can explore innovative products and marketing campaigns that appeal to elderly consumers and reflect a more diverse and inclusive representation of beauty. - **Fashion Industry:** The fashion industry can create collections that cater to the underrepresented market of elderly consumers who want unique and edgy options beyond traditional designs. - **Advertising Industry:** The advertising industry can develop campaigns that promote diversity, challenge stereotypes and showcase innovative perspectives that appeal to all generations. ## Related on Trend Hunter - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Celebratory Midlife Campaigns](https://www.trendhunter.com/trends/stripes-beauty-hotter-than-ever.md) - [Cross-Cultural Runway Shows](https://www.trendhunter.com/trends/chinese-golden-age-models.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [Elder Athlete-Supported Serum Campaigns](https://www.trendhunter.com/trends/longevity-serum.md) - [Ageism-Targeting Language Campaigns](https://www.trendhunter.com/trends/aging-index.md) - [Cinematic Fashion Campaigns](https://www.trendhunter.com/trends/alessandro-micheles.md)