Australian-based fashion and lifestyle brand Blue Illusion has broken with a fashion tradition, signing a 94-year-old woman to be the face of the brand.
Blue Illusion began working with American tastemaker and style blogger Iris Apfel, which resulted in the brand creating a campaign using the 94-year-old to showcase its 2016 winter fashions under the label of Ageless AW16.
Blue Illusion co-founder and creative director, Donna Guest, said the decision to use the nonagenarian was based on her own unique style and her refusal to accept age as a defining factor in her life.
“Iris makes it a non-issue (as it should be) to embrace your age, she has this ‘what’s your number?’ attitude, where the higher the (number the) better,” said Guest.
“Her confidence is equally empowering, as it is elegant.”
A well known stylist in the US who has worked for the wives of nine US presidents, helping style the White House, Apfel came to the attention of a broader audience when a curator at the Metropolitan Museum of Art created a show using her extensive collection of costume jewellery.
Blue Illusion will use Apfel to model its winter collection through its online portal and as part of its outdoor campaign.