5 campaigns that show why the older generation is fashion’s new obsession

I recoil from every form of ageism. I will never understand the discrimination against people based on an age we will all, inevitably and unavoidably, reach—if we’re lucky enough to get there. We are all merely passersby in time, meeting, crossing paths, and parting at different points and coordinates; youth is beautiful, radiant, and spirited, but ultimately fleeting—and often, like power, blinding. Yet it doesn’t make us better, happier, or more important than those who no longer possess it. And if we exclude ourselves from the effort to make this world gentle and kind for every generation—for our mothers, grandmothers, aunts—we will soon feel the consequences of such a society on our own skin, both literally and metaphorically.

Over the past decade, the fashion industry has made visible efforts to become more inclusive—still just baby steps, but if we look back at the ruthless rules of the ’90s and early 2000s, the glorification of unrealistic standards, youth, thinness, and vitality, every (small) step out of that zone is significant. If you’ve been to Milan recently, you’ve surely noticed Al Pacino and Robert De Niro embracing each other in Moncler’s campaign—monumental in scale, displayed on all the city’s key corners and squares. In the recently released collaboration between Glenn Martens and H&M, the leading stars are Joanna Lumley and Richard E. Grant, while the brand currently experiencing a renaissance—Burberry, under the creative direction of Daniel Lee—has spent the entire year reminding us through its campaigns that style, elegance, and authenticity have no age. Call it a cliché, but in the end, it’s all about spirit: I know people who seem lifeless at 35, and others who, at 75, live life to the fullest. I often joke (and every joke hides some truth) that ever since my mother retired, her life has been far more exciting than mine.

As an homage to the silver generation, below are five fashion campaigns from 2025 that put them in the spotlight.

Moncler

The friendship between Robert De Niro and Al Pacino has long been part of Hollywood legend. The two actors made their names portraying some of the most ruthless characters ever seen on screen—roles far from their true nature in real life. If you ever doubted that, one look at Moncler’s latest campaign will convince you otherwise. Their warmth and affection, which have only deepened over the years, shine through. The film icons—who have shared the screen in The Irishman (2019), Righteous Kill (2008), Heat (1995), and The Godfather Part II (1974)—have joined forces for the first time for a fashion brand. In line with Moncler’s global Warmer Together campaign, Pacino and De Niro appear in the brand’s new winter collection as symbols of friendship, connection, and human warmth.

“Warmth never came from the outside,” says De Niro in a short video. “It’s always been about what happens within.” Pacino adds, “Friendship is the most valuable thing you can have. Friends are the people you share your world with. There’s an innate closeness there—and an understanding of life.”

Courtesy of Moncler

Burberry

It’s impossible that you missed the It’s Always Burberry Weather: London in Love campaign earlier this year—a series of seven short films inspired by late-1990s and early-2000s British romantic comedies, depicting everyday love stories of real Londoners across generations. With charmingly familiar plots and witty dialogue, the campaign features an A-list cast in a fairy-tale portrayal of love, life, and rain. Academy Award–winning actress Kate Winslet appears alongside Aimee Lou Wood, Chen Kun, Jodie Turner-Smith, Micheal Ward, Nicholas Hoult, Richard E. Grant, Son Sukku, as well as models David Gandy, Liu Wen, and Naomi Campbell—with a special cameo by the Burberry knight in shining armor. Just a few months later, as summer approached, the internet fell in love with Patricia—a brilliant woman in her eighties, full of radiant spirit. Wish you were her, read the caption under the video that exuded Italy Segreta vibes.

 

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Glenn Martens x H&M

Provocative, curious, and ironic, Glenn Martens is one of the most versatile and inventive designers in contemporary fashion, known for his experimental aesthetic that blends irreverence with refinement. As the creative director of Y/Project, he transformed what was once a niche label into a global benchmark for avant-garde yet wearable design. At Diesel, Martens redefined what a denim brand can represent in modern culture, erasing the boundaries between luxury, art, and everyday wear. This year, he was chosen to lead Maison Margiela—one of fashion’s most daring and conceptually bold houses. In his exclusive collection for H&M, released just a few days ago, Glenn spotlighted British icons Joanna Lumley and Richard E. Grant, who took on imagined roles as the “parents” of a fashion family of “teenagers,” including models Clym Evernden, Audrey Marnay, Jum Kuochnin, Heather Diamond Strongarm, and Clara Denison. And truly, we wanted every single piece (sold out in a flash!).

Courtesy of H&M

Adidas Originals

Legendary actor Samuel L. Jackson stars in two Adidas Originals commercials that highlight the brand’s timelessness and cultural impact—from basketball to streetwear. “Icons don’t follow time – they define it,” says Jackson. Shot in black and white, the campaign also features other famous faces, including Oscar-winning artist and producer Missy Elliott, skateboarder Mark Gonzales, Minnesota Timberwolves star Anthony Edwards, Memphis rapper GloRilla, singer-songwriter Teezo Touchdown, K-pop star JENNIE, and model and actress Gabbriette.

Courtesy of Adidas Originals

JW Anderson

Few things can top an unexpected campaign choice—and no one knows that better than Jonathan Anderson, the mastermind of creative strategy. In October, he unveiled a campaign for the Loafer bag starring John Malkovich. The suede-and-leather accessory, paired with knit pieces from the Resort Spring/Summer 2026 collection, was worn by John with striking confidence—the kind only an actor can bring when stepping into a model’s role. It’s worth remembering that under Jonathan’s direction, Dame Maggie Smith—known for her iconic roles in Harry Potter and Downton Abbey—became the face of Loewe’s 2023 campaign, one that remains unforgettable to this day.

Courtesy of JW Anderson