When one talks about models, we tend to think of professionals who are in their teens and mid-twenties. This is especially true when it comes to luxury labels. However, the democratization of fashion and the limits set by the pandemic and subsequent budget cuts have forced people to disrupt the set perceptions of the style world.
In a display of creative improvisation, fashion label IEMBE founder Travis Dimmer styled his 60-year-old mother for her brand’s photoshoots instead of booking professional models. He also shared a short video, which shows his mother posing to the tunes of various songs, including Doja Cat’s latest hit “Get Into It (Yuh)”.
and she understood the assignment https://t.co/RKcSIQKZ6K pic.twitter.com/dDmjY3s1Xf
— travisdimer (@travisdimeer) December 17, 2021
When Dimmer shared the pictures on his Instagram and Twitter handles, the pictures immediately went viral. The trendy neon green and white look was inspired by rapper Cardi B’s iconic Balenciaga outfit, with similarities in terms of color scheme and silhouette.
I didn’t book any models for my brand so I asked my 60 year old mom to get more… pic.twitter.com/hAg3rBCZ8A
— travisdimer (@travisdimeer) December 17, 2021
So far, the pictures have garnered 79k likes and thousands of reshares on Twitter and the video has garnered over 20,105 likes. The photos also caught the attention of Cardi B, who replied to a fan’s tweet referring to the photoshoot.
wow i’m so honored https://t.co/jE1jt51x7k
— Cardi B (@iamcardib) December 19, 2021
if your mom 60 i’m 60 https://t.co/HWXHG5Lp0S
— Simba from Big Peaner Gang (@simbadababy) December 19, 2021
I don’t understand how this woman speaks https://t.co/m4bbPGtuyT
– Hikers | ABLM (@thechiwanderer) December 20, 2021
Black-owned businesses have gained a lot of visibility online with questions being asked about green bags in photos. People are appreciating this unique photoshoot not only because of its beauty but also because it shatters the mentality that keeps old people away from fashion.
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