19 hours ago | By Carlene Thomas Bailey
Aug 05, 2016
Meet the soon to be 95-year-old cover model, Iris Apfel. Apfel, fashion’s most popular muse who has racked up fashion campaigns, and a fashion film as an older style icon, is back on our radar again this summer. She’s just announced her fall campaign which is a digital dream as it comes complete with an emoji keyboard.
Fashion leader, Apfel has been tapped by Macy’s private label, I.N.C to front its latest campaign. I.N.C, a label that has a mature design aesthetic, has displayed signs it is looking to embrace a younger audience. Enter her new emoji keyboard alongside the collection of mod-style pieces. The Iris-themed emojis, consist of her trademark circular black specs and chunky necklaces and bracelets.
Speaking about the collaboration she said: “I’m a little old for emojis and I didn’t know what they were. But everyone seems to like them, and I want everyone to have a good time. If my face makes people happy, I’m all for it.”
Emoji keyboards are increasingly being used by retailers as a way to attractive a younger consumer. Bloomingdales, the New York-based luxury department store developed an emoji keyboard app cleverly called ‘Bloomoticons’ and Versace introduced one too, proving that it is looking to a future with a younger, more digitally savvy customer.
“This is Macy’s first foray into emojis, and Iris Apfel’s campaign for I.N.C was the perfect occasion to try something we’ve never done before,” said Nancy Slavin, senior vice president of marketing for Macy’s Merchandising Group. “Iris has collaborated with other fashion brands in recent years, so we wanted to take a fresh approach. She’s an icon whose appeal spans multiple generations, and we see these emojis as a fun way to amplify the campaign through mobile first. Her fans are going to go crazy!”
The corresponding I.N.C ‘mod-style’ inspired collection, features 40 pieces of clothing and jewellery inspired by Apfel, and her love of signature bangles, and accessories. Apfel worked as a consultant with the design team.
Apfel is truly building up a serious number of fashion campaigns. In February of 2015, she starred alongside model Karlie Kloss in the Kate Spade S/S 15 campaign, following her cameo in the brand’s Holiday season film. The monumental cross-generational campaign was a key moment for the brand and represented the larger industry trend for older women modelling in luxury ad campaigns. That same season we saw brands welcoming a more mature face including Céline with Joan Didion, Joni Mitchell at Saint Laurent, and Dolce & Gabanna’s anonymous trio of older Italian women.
Join WGSN for key insight into consumer trends, marketing and digital media reports.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.