British Vogue has come up with a “non-issue” that will be featured in May that is dedicated to ageism and how it relates to the world of fashion, beauty and popular culture.
Created by McCann London and McCann Paris for client L’Oréal Paris, the 80-page “non-issue” is focused on women over the age of 50 and the youth-obsessed culture that can stifle the ways in which they’re appreciated.
The special issue has L’Oréal Paris ambassador Jane Fonda on the cover and an exclusive interview with her. It also features other L’Oréal ambassadors including Helen Mirren, Isabelle Adjani and make-up artist Val Garland.
“Age discrimination exists, and this issue is dedicated to all the women who feel left behind by the beauty and fashion industries because of their age. Now is our moment to challenge the industry, together,” Edward Enninful, editor of British Vogue, said in a statement.
Exclusive content for the issue is accessible by QR code that will show viewers how the issue was made. The issue was made available on April 5 on newsstands and is available to be downloaded digitally.
“Ageism remains an often-overlooked form of discrimination; unconsciously accepted by so many in everyday life,” said Charlotte Franceries, beauty team president at McCann Paris.
“This is why we felt the world’s leading beauty brand L’Oreal Paris and iconic British Vogue were the perfect platforms to help turn age into a non-issue. It’s time we all awoke from the inertia of everyday ageism.”
source:http://www.adweek.com
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