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Rishi Sunak’s apology to the adidas Samba community for ending the run on the classic trainer is warmly received, according to Simon Mills. He examines what else the over-40s are influencing—or 'outfluencing'—in contemporary fashion
Rishi Sunak has a new 'side hustle.' In addition to his role as prime minister—tasked with revitalizing the British economy, curbing smoking, and securing victory in the next general election—the Instagram sensation with over 3 million followers has taken on another significant responsibility: men's fashion 'outfluencer.'
Unlike traditional influencers, whose visual endorsements can drive sales and prompt pre-order rushes, the outfluencer's impact works in reverse.
With just one snapshot, he has the power to extinguish a trend, a style, or even a beloved adidas Samba sneaker, as demonstrated last week when Sunak sported his pristine white Dadidas footwear paired with slim-cut trousers and a meticulously pressed white shirt during a Downing Street interview.
The backlash and fashion uproar were so intense that on Wednesday, Sunak found himself compelled to issue a "full apology to the Samba community" for inadvertently extinguishing the trend for the classic sneaker, once considered the pinnacle of footwear fashion.
However, this phenomenon of midlife male outfluencing extends beyond politicians to encompass TV personalities, business magnates, and essentially any individual over 40. The intersection of age, profession, status, style aspirations, societal norms, and personal appeal creates a state of constant sartorial uncertainty and fashion dilemma. Should one strive to impress or opt for a more relaxed approach? Is it acceptable to embrace the latest trends, or does it risk appearing overly eager? Must one strive to stay current with younger generations, or is it perfectly acceptable to unwind with a game of snooker on BBC2?
Here are some other fashion items that midlifers have ruined for young people with just one wear...
Back in 1997, a significant decline in UK sales of Levi’s jeans was widely attributed to what the fashion press dubbed "the Clarkson effect." The then 37-year-old Top Gear presenter's fondness for the 501 style purportedly diminished its allure among style-conscious teenagers and young adults.
Since that time, denim trends have rebounded, but the influence of Top Gear and its rotating cast of rugged presenters has remained a potent force in fashion. Nowadays, it's nearly impossible for a man to don a buckled-and-pocketed Belstaff jacket without conjuring images not of Steve McQueen, but of James May, Richard Hammond, or Freddie Flintoff.
Outfluencer Rishi strikes again! In 2020, during his tenure as Chancellor of the Exchequer and still in his thirties (and thus, statistically speaking, permitted to wear one), Sunak dealt a fatal blow to the hoodie. Captured working at his desk clad in a grey "athleisure" zip-up that epitomized a next-level normcore aesthetic, coupled with the regrettable choice of a shirt and tie underneath, the future PM's devastating impact on the hooded sweat top was nearly as earth-shattering as Danniella Westbrook's infamous public denouncement of the Burberry check back in 2002.
Conservative fashion disruptor Dominic Cummings bears full responsibility for the downfall of this once universally embraced and stylish headwear essential. In addition to tarnishing the reputation of the padded gilet, French-tucked shirts, ill-fitting jeans, and surf-inspired tees — often sporting them simultaneously and seemingly assembling outfits in the dark amidst a tempest — Cummings also managed to degrade the beanie by donning it with all the finesse of an aged Smurf.
While Justin Bieber and Jacques Cousteau might pull off such attire with panache, a disheveled former Tory spin doctor? Not quite the same effect.
On teenagers, and on young, coach-disembarking Premier League footballers, they look annoying, antisocial and excluding. On midlife men, they look like a cry for help. Past a certain age, a chap might think he seems hip and “wired for sound” (as Cliff Richard used to say) with his massive Bowers and Wilkins or Sennheiser or Beats-branded bass bins oontz-oontzing into his cranium, but really, the image is much more tragic.
Remember when Mr and Mrs game-show host Derek Batey used to send the husband into a soundproof booth to “put some earphones on” while the wife was asked some probing questions? Dude, that’s what you look like.
Think tattoos are cool, kids? The recent news that nerdy 53-year-old Canadian PM Justin Trudeau has a big and blurring Haida raven tat on his upper arm did not cause a worldwide rush of copycat inkings among the youngsters. Laser removal services, however...
Unless you are hiking, skiing or mountaineering, the old fella should leave the backpack at home. Teamed with a cheap suit and a pair of the dreaded “dress sneakers” (now de rigueur for middle-management types on commuter trains), the rucksack lends an air of sad, hot-desking homelessness to a man’s already greying image. After the age of 25, when interrailing adventures are all done, a briefcase (tucked under the arm) has more age-appropriate dignity than a backpack.
Meet @keirstarmer... opposition outfluencer. With a slightly pathetic 204,000 followers on Instagram, perhaps “micro-outfluencer” would be more apt, but the Starmer effect is still strong. Off duty, the Labour leader likes to give it loads of Madchester with his gear, particularly the Lads on Tour label-of-choice Stone Island. Several jackets and polo shirts’ worth, in fact.
So, just as David Cameron tried his best to sully the good name of Orlebar Brown, has Starmer killed Stone Island stone dead? Other devotees of the perennially hip Italian brand include hip-hop superstar Drake... but also Stephen Spielberg and Adam Sandler.
Source: independent
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