Harvey Nichols is breaking with the conventions of the youth-obssessed fashion industry running an ad featuring a 100-year old model to celebrate the centenary of Vogue magazine.
The department store chain is to run an ad featuring Bo Gilbert, who was born in 1916, which will run in the June edition of Vogue.
It is the first time that Vogue, which is celebrating its 100th anniversary with a commemorative June issue on sale next month, has run an ad featuring a 100 year-old model.
Harvey Nichols said that the ad aims to highlight and challenge ageism in the fashion industry.
“Vogue’s 100th anniversary seemed like such an important moment, so we wanted to celebrate it by doing something symbolic,” said Ben Tollett, executive creative director at Harvey Nichols’ ad agency adam&eveDDB.
“We’re really proud to be involved in a project which proves the older generation can be fearlessly stylish too. Ageism is so last century.”
The ad was shot by Phil Poynter, who founded Dazed and Confused with Jefferson Hack and Rankin.
guardian.co.uk © Guardian News & Media Limited 2010