Timeless beauties turn new-age digital influencers

Jul 19, 2023
Timeless beauties turn new-age digital influencers

Just when Bollywood declared them "retired", social media lapped up the old-school actresses as modern muses for high fashion. From gracing the cover of top glossies to endorsing luxury brands and flaunting their fineries, veteran actresses in their late 60s and 70s are winning the Internet with their edgy social media shoots.

While Zeenat Aman and Rekha’s stunning high-glam covers for fashion magazines are currently going viral, designer labels and brands are chasing actresses like Hema Malini, Neetu Kapoor, and Asha Parekh to endorse their products online.

We ask designers and industry experts what makes these fashion icons relevant online and their style that’s a big crowdpuller even today.

MOTHER OF GLAM: These are not just senior actresses, these are absolute birthmothers of what was glamorous, what was fashion back in the day and it is a beautiful concept to bring these people back, believes designer Siddartha Tytler. He recalls Rekha’s insane fashion looks from ‘Khoon Bhari Maang’ and deems Sridevi as his top fashion icon for fabulous theatrical looks over the years.

Talking about their online style evolution, Siddartha says, "They might be doing it for marketing, maybe they’re doing it for PR, maybe they’re doing it to boost their sales, but the whole idea of these women coming back in fashion is so spectacular that I’m kind of jealous. Honestly, it’s a very fabulous concept, I think taking these mega icons in fashion and bringing them back is fantastic, It relates to every demographic. It takes us back to when Bollywood was fabulous, I’m sorry, but no one today can match up to these women of yesteryears and yes, It’s a great concept, it’s a great marketing tool."

UNFILTERED GLAM: Thanks to their organic and positive engagement with million followers, many luxury brands are featuring yesteryear actresses like Neetu Kapoor and Zeenat Aman in their campaigns.

These iconic figures bring credibility and evoke nostalgia, resonating with a mature clientele often excluded from modern marketing, feels designer Priyanka of the label Summer by Priyanka Gupta. Hoping to see Nafisa Ali, Sharmila Tagore, and Neetu Kapoor in her creations designer Priyanka mentions, "Yesteryear actresses exude an irresistible old-world charm that resonates with those who appreciate the allure of a previous era, forging an emotional bond that fosters loyalty. Partnering with these actresses enhances brand image, positioning luxury brands as guardians of timeless elegance. In a rapidly evolving fashion world, this partnership reminds us that true beauty transcends time and age."

CREDIBLE COLLABS: The world of fashion, like many other parts of our lives, is obsessed with nostalgia right now. That’s why we’re seeing a resurgence of vintage styles. These yesteryear icons have a strong sense of style, and they know how to work the camera, mentions designer Pearl Uppal, creative director at the label Talking Threads. She informs, "They represent timeless elegance and sophistication. They’re not just about looking good—they’re about projecting an image of class and grace. So, fashion brands are taking advantage of this fact by bringing these senior actresses into the limelight and reinventing their style for modern social media consumers. Collaborations with yesteryear actors might seem like an unlikely choice for a new generation of consumers, who are used to seeing celebrities in their 20s and 30s. But by reinventing these actresses’ looks for social media, brands can create relatable content that appeal to younger consumers." The fact that these actresses were once so iconic makes them even more appealing as brand ambassadors today. Pearl adds, "Neetu Kapoor and Zeenat Aman reinvented and created a fresh take on their styles to re-connect with new audiences. It’s fresh and reflective of their personalities and connects to a wider base. Rekha never needed reinventing; she has been a head-turner forever and has always been unmistakably Rekha in her sartorial choices. To me, Rekha is a quintessential style icon of yesteryears that has stood the test of time."

SERVING FRESH LOOKS: Fashion goes around in circles, and the industry gives out the perception of churning out new styles, patterns, designs, aesthetics, and products most often. But the contrary is true, as it draws inspiration mostly from styles, patterns, designs, aesthetics, and products from the bygone era. Karthik Selvan, creative head at the fashion label Drapery, says, "Fashion brands, in general, have a diverse range of audience and do not cater exclusively for a homogenous class. The brands ensure that they have representatives in all spheres and tend to reserve older actresses for the classic segment of their product offerings. However, sometimes inspiration can crisscross. The need to "re-spin" traditions and present them to a new audience works hand in hand to collaborate with erstwhile actresses as they represent in flesh and blood the bygone era.

Source: deccanchronicle