Some people say 30 is the new 20. But, if you’re the business of selling clothes to dudes, you’re likely thinking that 50, 60, or even 70 is the new 20 given the spate of famous elderly pitchmen being tapped to rep luxury clothing brands and streetwear labels.⁠ ⁠ Boomers and Gen-X-ers, clad in their comfy walking shoes, quietly strode to the forefront of menswear campaigns over the past couple years, despite the campaigns’ target audiences likely being upwards of two generations younger.⁠ ⁠ Consider 69-year-old Whoopi Goldberg wearing Ami, Hedi Slimane lensing 82-year-old musician Bob Dylan in a black CELINE leather, and LOEWE recruiting 85-years-young actor Anthony Hopkins for the Fall/Winter 2022 pre-collection.⁠ ⁠ The lynchpin of the aged model movement, really, is KITH.⁠ ⁠ Ronnie Fieg’s 12-year-old retailer has taken great pains to overhaul its in-house clothing line ever since its Spring 2020 runway show. Season-on-season, KITH clothing has grown evermore sophisticated and so has its casting.⁠ ⁠ KITH lookbooks typically feature the painfully handsome Lono Brazil for instance, but the main event is always the seasonal campaigns.⁠ ⁠ Therein, KITH brings in 50+-year-olds actors known around the world, including Bryan Cranston, Ed Norton, Adrian Brody, Jerry Seinfeld, and, most recently, 77-year-old Succession star Brian Cox.⁠ ⁠ These campaigns aren’t a singular solution to the issue but they are, if nothing else, a welcome change from staid beauty standards.⁠ ⁠ Speaking of, let’s also get MORE mature models of color cast in these campaigns!⁠ ⁠ ✍️: @trasparenti⁠ ⁠