The unstoppable rise of the zaddy

In a society where youth is often considered the epitome of fashion, a new trend has emerged: the “zaddy.” From high-end fashion shows in Paris to stylish streets in Tokyo and Kuala Lumpur, the rise of the zaddy represents a noteworthy change in cultural norms.

The idea of honouring mature men in the fashion industry has been around for centuries. In the 15th and 16th centuries, European portraits often portrayed wealthy and powerful men wearing tailored tunics to showcase their status and fashion sense. However, it wasn't until the last 10 years that the modern “zaddy” trend truly emerged. In 2012, Prada's fall campaign featured veteran actors Gary Oldman and Willem Dafoe alongside young heartthrobs Jamie Bell and Garrett Hedlund, highlighting the timeless appeal of older men.

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Actor Willem Dafoe walks the runway at the Prada Autumn Winter 2012 fashion show during Milan Menswear Fashion Week on January 15, 2012 in Milan, Italy

Actor Gary Oldman walks the runway at the Prada Autumn Winter 2012 fashion show during Milan Menswear Fashion Week on January 15, 2012 in Milan, Italy

Skipping ahead to 2016, Wang Deshun, an 80-year-old model known as “China's hottest grandpa,” gained widespread attention for his appearance in an Ermenegildo Zegna campaign. His silver locks and self-assured gait challenged the fashion world's fixation on youth, inspiring others to embrace the beauty of growing older naturally.

Artist and actor Wang Deshun walks the runway during the Sheguang Hu show as part of Mercedes-Benz China Fashion Week 2015/2016 Autumn/Winter Collection at Central Hall on March 25, 2015 in Beijing, China

Model and actor Wang Deshun attends Ermenegildo Zegna fashion event on May 9, 2017 in Shanghai, China

In recent years, designers have been choosing older men to add a touch of maturity and personality to their collections. Junya Watanabe's fall 2019 show was a prime example, showcasing a group of models with a “silver swagger” that exuded timeless charm. Berluti's runway displayed older men in marble-printed shirts and leather trenches, while Balenciaga's Demna Gvasalia selected models who embodied the zaddy look–mature, self-assured, and undeniably fashionable.

Model at the Junya Watanabe Fall 2019 show

Model at the Junya Watanabe Fall 2019 show

The emergence of the “zaddy” in the fashion industry reflects larger societal shifts. With a growing appreciation for wisdom and experience, older men are now seen as symbols of knowledge and refinement. This trend is particularly evident in regions like Asia and Southeast Asia, where respect for elders is deeply ingrained in cultural norms.

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In Japan, the term ojisan (uncle) has taken on a new meaning, conveying fondness and admiration for mature men. Japanese fashion brands have embraced this shift, featuring older models in their campaigns to celebrate age and authenticity. Similarly, actors such as Lee Byung-hun and Cha Seung-won, both in their 40s and 50s, continue to dominate the fashion and entertainment industries in South Korea, embodying the zaddy ideal.

Actor Lee Byung-hun attends the 44th Blue Dragon Film Awards at Yeouido KBS Hall on November 24, 2023 in Seoul, South Korea

The rising popularity of the zaddy trend is revolutionising the fashion industry's perspective on age and masculinity. With a focus on featuring older models, brands are challenging society's narrow definition of beauty and desirability being tied to youth. This movement towards inclusivity expands the industry's appeal and speaks to a diverse audience that values authenticity over superficiality.

Furthermore, the celebration of zaddies reflects a shift towards a more well-rounded understanding of masculinity. It embraces the concept that true style and charm are timeless qualities, fueled by confidence, life experience, and self-awareness. This reimagined idea of masculinity transcends age and instead embraces it, offering a more inclusive and dynamic representation of manhood.

This article/explainer was generated by AI. We are dedicated to bringing you into our world with more meaningful content, and AI is allowing us to explore this frontier and deliver more content you will love.

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