GREAT GRAND-CREATORS—Gear up for generation grey’s creative grit!

The oldies possess the ability to critically think and problem-solve—high-value skills for high-value creativity—and they are ready to not just talk about it but show it. Great grand creators are mixing with the younger generation, inspiring the young ones to a whole new level. The "OK Boomer" people have absolutely nothing to lose.

As we explore the creative grit of a generation generally dismissed, let us meet at the collaboration junction of Iggy Pop and Tyler, The Creator, where Iggy praises Tyler for having "old school talent with a new school approach”Old school? Doing anything to grab attention and persevering until no end! These two icons met in 2020 in Gucci's tailoring campaign, joined by A$AP Rocky. The commercial featured the young stars visiting Iggy at a California home for some lighthearted fun—a perfect intergenerational blend of style and creativity—with Iggy clearly in the lead.

The Iggy story continues: this summer, Iggy is headlining the wildly successful Down The Rabbit Hole festival. Known for its unconventional programming—full of adventure, confusion, surrealism, and psychedelics—it has been an inspiration for (psycho) rockers, DJs, artists, designers, and filmmakers since the rise of pop culture in the uncurbed 1960s.

The festival perfectly exemplifies the "mash-up punk" ethos that Iggy embodies. It’s the shake-up that today’s youth—brought up by their woke millennial parents—needs. A bit of stirring, a reminder to press onward without breaking, particularly when the world is in political and economic turmoil.

Massive Attack is also brought back to the stage. Breaking through in 1991 with their iconic song Unfinished Sympathy, they continue to urge us to explore the depths of our emotional spectrum. The song captures a tension between fear (in its ominous orchestral strings) and desire (in its yearning lyrics). It’s that “potential” of the unknown that resonates so strongly in their work.

Massive Attack can be seen as a modern interpretation of the Gesamtkunstwerk, bringing together music, visuals, collaboration, and activism into a unified artistic entity. Recently, they launched a massive collaboration with the European Space Agency, sharing an audiovisual experience that takes viewers on a journey to some of Earth’s most beautiful yet endangered places—melting glaciers, rising sea levels, deforested rainforests, and more. This project is part of a larger celebration of Liverpool being named the world’s first 'Accelerator City' for Climate Action by UN Climate Change. It’s another testament to their evolution as artistic collaborators, teaming up with equally Earth-dedicated artists like Bj?rk and Madonna to enhance their audience's perception. Their work transcends traditional boundaries of art, bringing big themes into intimate gatherings.

As Madonna so boldly puts it, “The most controversial thing I've ever done is to stick around.” And stick around she does, announcing her return to the studio with producer Stuart Price to create a new album. Her Gen Z son, Rocco Ritchie, has taken inspiration from his famous parents as he graduates from the renowned art school Central Saint Martins. In a recent Tatler interview, Rocco credited not their fame but their work ethic: “They are both very hardworking. It’s not so much from their work itself, but how hard they work. That’s one thing that I will carry on.” Rocco’s artistic accomplishments reflect his own style, shaped by dedication and an unrelenting commitment to his craft.

Bj?rk, too, has never been a quiet force. She recently brought her punk energy back to the underground, popping up for a surprise DJ set at a local store after headlining Apple’s 24-hour New Year’s Eve Play event.

From fashion to music and back to fashion, icons like Anna Wintour—who recently received the Medal of Freedom from President Biden—continue to lead the way. Pharrell Williams collaborates with his favorite artist, Takashi Murakami (62), for Louis Vuitton, blending Murakami’s work with Zendaya as the muse for a heyday Y2K interpretation.

Boomers have never needed a booster when we flip open the archives and find Whoopi Goldberg (69) turning heads in Ami campaigns. Bob Dylan (83) surprises with his appearances for Celine, Anthony Hopkins (87) brings his style to edgy Loewe, and Philippine Leroy-Beaulieu (61) dazzles through her roles and endorsements, most notably in Emily in Paris. Soon, we might even see Philippine livestreaming her Emily in Paris wardrobe on platforms like Zalando, à la the Chinese influencer who earned nearly $20 million in seven days through 3-second promo clips.

In times of uncertainty, nostalgia for “old romance” and stability feels comforting. Yet, the Great grand-creators are doing more than reminiscing—they’re reimagining. They represent resilience, creativity, and vision, stepping into the spotlight to shape our present and future.

Jane Fonda sets the tone. Through bold campaigns that reframe the "senior moment" as one of reinvention, she highlights aging as a time of empowerment and vitality, not decline. Her message is clear: this is a new moment—not anti-aging but pro-transformation.

For brands, the lesson is obvious: want to stand out? Let them be grand in their ability to be the cultural drivers of tomorrow.

To close off, Demi Moore (62) leads the charge with her viral film The Substance, exploring “Sexy Grotesque.” As Vogue Business observes, “Embracing ‘sexy grotesque’ is a statement on society’s evolving fascination with the unconventional—a step toward redefining beauty for the modern age.”

And her cultural influence doesn’t stop there. At the Golden Globes, she accepted the award for Best Actress in the horror genre with an unforgettable speech: “Just know you will never be enough, but you can know the value of your worth if you just put down the measuring stick.” A mic drop? No. Let’s officially replace it with the Demi “stick drop”!

From Iggy’s punk mash-ups to Jane’s campaigns and Demi’s boundary-pushing films, generation gray is proving that grit does know age and its seniority. The collaboration of seasoned icons and rising stars is redefining style, power, and cultural narratives—setting the stage for a future that’s as bold as it is timeless.

For more about what is here to stay or what is going to come? Connect with me with a DM or send me an email: [email protected].