The Latest Sandor Lakatos Campaign Features Challenges Beauty Ideals
Jana Pijak — January 13, 2015 — Marketing
References: sandorlakatos & fuckingyoung.es
The Sandor Lakatos campaign for Fall/Winter 2015 celebrates a bold and fearless vision of beauty. 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 that he wears.
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 that he wears.
Trend Themes
1. Ageless Beauty - There is an opportunity for beauty industries to embrace diversity and represent new forms of beauty beyond traditional stereotypes.
2. 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.
3. Intergenerational Marketing - There is an opportunity for marketing industries to create campaigns that celebrate diversity, inclusivity and challenge social norms across all age groups.
Industry Implications
1. 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.
2. 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.
3. Advertising Industry - The advertising industry can develop campaigns that promote diversity, challenge stereotypes and showcase innovative perspectives that appeal to all generations.
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