HARVEY Nichols is throwing out the new and celebrating the old.
Breaking with the traditional youth-obsessed fashion industry conventions, the British department store is featuring a 100-year-old model in an ad to align with Vogue's century anniversary magazine.
The model is Bo Gilbert, who was born in 1916 and the ad will run in the June edition of Vogue.
This is the first time Vogue has run an ad featuring a model of this age and that's one of the reasons Harvey Nichols said that the ad aims to highlight and challenge ageism in the fashion industry, which Vogue supports.
"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 the project which proves the older generation can be fearlessly stylish too.
"Ageism is so last century"
The Guardian reports the ad was shot by Phil Paynter, who founded Dazed and Confused with Jefferson Hack and Rankin.