I have been watching a really cool, kitschy fun blog called “Advanced Style” whose author is Ari Seth Cohen. The tag line to the blog, “Proof from the wise and silver-haired set that personal style advances with age.” Ari is only 28. He’s a book store manager at the New Museum in New York City, but Ari has found a niche, a passion really, and he’s charging after it.

Ari is running about with his Canon Rebel camera and taking shots of New Yorkers with style and flair and who are over the age of 40. Can you imagine such a thing? Yes, he has thrown aside the usual Madison Avenue 18-to-34 year old somethings, and is pursing the biggest part of the U.S. population, and that is the baby boomer, everyone who was born in 1964 and earlier. Ari is however mainly focusing on those 60 and over and up into their 90′s. Why? He says he’s inspired by their sense of confidence. and the fact that they are young at heart. Is this smart or what?

People are slowly starting to notice Ari. Writers from The New York Times Magazine, Time Out New York, the UK’s Telegraph and on one of my favorite blogs, Lisa Golightly have done articles on him and others are coming. Just Google his name and see what happens, he’s starting to be every where.

All of this stems from a wonderful relationship Ari had with his Grandmother, he appreciated all the wisdom she gave him and her sense of style.

Ari understands his passion to change the world of advertising to get the head honchos to pay attention to the older gals and guys needs to grow organically that he has to be patient, but he’s also not afraid to reach out. He told me on the phone he’s talking to Ralph Lauren sponsoring his pictorial blog. What the heck right, it doesn’t hurt to ask. He told me he’s getting 2 to 3 thousands hits a day on his blog, quite impressive I would say for a site that has no bells and no whistles, just great looking folks who have a sense of themselves and style. Plus Ari says this group of folks is so interesting they have so many stories to tell, boy is he right on that.

When did we get to a place in this country where we decided to ignore those who have lived a life? Just doesn’t make sense to me. Most advertisers are afraid to use anyone older, because it’s just not being done in fashion very often. Ari’s thoughts are that he can help to change the look of advertising, he just wants somebody big to step outside their comfort zone and do it.

I rang up Ari in NYC to get some more background about what he’s doing. Ari has more wisdom than most people twice his age. He told me that Selfridges and Co., the big time department store in London is bringing him over to the UK for three weeks this summer to take pictures and work on a “concept” store for them. Yes something is up….perhaps Europe gets what Ari is doing more than the U.S.? Ari says Europe is so much better at revering the older set, they understand that classic, ageless style can be showcased beautifully with those who have a few lines and wrinkles.

Ari has been writing his Advanced Style blog for just about two years, but I know he is going to make a lot of things happen, because he’s passionate about it. Passion is the key to making anything work. This is going to be fun to watch. He’s on a slow burn, but the fire is being turned up. Sit back and watch what happens.

Go for it Ari, I’m routing for you. Can you just imagine all the hipness we could find among the older set in Connecticut?

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