Disconnected Bodies represented Finchley-based dance performance company Damn Fine Dance to collaborate with fashion brand Lacoste to share positive representation of older people.
Pablo Colella explains,
“It’s important older people are represented equally – this Lacoste collaboration did a great job at that”.
The ad, which promotes the French sportswear brand’s launch of the classic court sneaker, was intended to be a ‘collision of cultures’. Hypebeast (part of the creative team) describe the production as “a way of exploring a life in someone else’s shoes, encountering new passions and pastimes”.
Hypebeast continued, “through the powerful experience of switching roles, these communities are left enriched with new sources of inspiration, alternative ways of expression and an understanding of what it means to be part of other cultures. They come together unified in passion for what they do and the hobbies that liberate them”.
This is latest of a series of exciting opportunities secured by Disconnected Bodies for the dance cohort, that include live performances at HOST and Move It festivals, the tide is slowly turning towards a more positive and accurate representation of older people in dance.
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