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By Katie Deighton, Senior Reporter

April 29, 2016 | 2 min read

Department store Harvey Nichols has selected the 100-year-old model Bo Gilbert to star in its latest glossy campaign, devised by Adam&Eve DDB.

Gilbert, who was born a mere 80 years before the average fashion model, was photographed by Dazed magazine co-founder Phil Poynter.

A print ad from the shoot will debut in Vogue’s 100th Anniversary issue - the biggest ever published by the Condé Nast brand - which lands in May.

A two-minute spot documenting Gilbert’s life in fashion, as well as her time with Poynter, was released by Harvey Nichols today. In the ad, the centenarian discusses how style trends have evolved throughout her life.

Harvey Nichols hopes the statement campaign will showcase its ‘attitude and willingness to do things differently’, as well as tackle ageism in the fashion industry.

Shadi Halliwell, creative and marketing director at Harvey Nichols, said: “We devised a campaign that reflected the playful attitude Harvey Nichols is famous for, celebrating both the 100th Anniversary of British Vogue, and also style in its entirety. It was a privilege to work with Bo, she is a fabulous, independent lady who epitomises timeless style.”

Ben Tollett, executive creative director at Adam&Eve DDB, added: "Vogue’s 100th anniversary seemed like such an important moment, so we wanted to celebrate it by doing something symbolic. We’re really proud to be involved in a project, which proves the older generation can be fearlessly stylish too."

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