State of Grace - Just Happy Days
Vangue Vangue

State of Grace

Living a full life

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January 1st, 2020. The beginning of a new decade and the day the Just Happy Days team chose to launch a much-cherished awareness campaign. The #NOAGECAMPAIGN, thought over and developed over the last months, is the result of the willingness of many who came to join our cause. Each person agreed to participate without any intention other than to help make society a fairer one. And when such happens, lovely and genuine things such as this campaign come about, developed in partnership with the University of Porto and relying on the support of IPRN, which we now share with you.

The world is changing. By 2050, it is estimated that there will be 2 billion people over the age of 60, along with 3.2 million centenarians. Such an achievement is the cause for great celebration, yet the prejudice and stigma that exists in relation to older generations seems unacceptable. The gift of a longer life requires a new collective voice. A more attentive voice. Further understanding towards older generations.

The ability to observe and listen to others, regardless the age, will make us bigger as individuals and as humanity. Nowadays, some other older person can be just as dynamic, active, and creative than someone from a younger generation, if not more. And what about society? Has it given back such contributions with the same benefits? I think not. And you? Is social thinking not somewhat crumpled? Today's over-forty generations show that traditional ways, especially those from within regarding how older people are looked upon, is outdated. The #NOAGECAMPAIGN came about precisely from a time of reflection and silence that we imposed on ourselves on being aware of all those around us. Regardless the age.

We decided to break labels. Tear up trends. Smash perfect aesthetics. This campaign was done in the real world with real people. We added 7 other faces to my face, spanning 46 to 76 years of age. Sincere wishes go out to António Gonçalves, Carlos Coelho, Cláudia Jacques, Eugénio Campos, Gisela Pereira, Nídia Freitas and Vasco Ribeiro for embracing this challenge without hesitation, irrespective of doing something they had never done before. We were moved by your dedication, resilience and strength.

From the Just Happy Days team, a very special thank you also goes out to the 18 students from 8 countries that agreed to participate in the group dynamics. It is important to emphasize that each student agreed to participate, unaware of the theme to which they would add their voice to - a sign that they are indeed warriors and that we have younger generations with a strong and committed spirit. We highlight the relevant role in our campaign of psychologist Susana Sousa, Professor Elísio Costa and Raul Santos, Head of PR at the University of Porto.

I would like to express my gratitude to NVStudio photographer Nuno Vasco for his extraordinary ability to authentically capture the smiles and looks on the faces of this campaign. What really carries the weight in this project is the inwardness, and Nuno Vasco's endeavour was excellent at capturing each of the eight protagonists of this story as they really are. #NOAGECAMPAIGN's photo shoot also featured the unparalleled collaboration of various Just Happy Days stores/brands/designers through the garments worn, part of the Autumn/Winter collection.

The official #NOAGECAMPAIGN video is available on YouTube. Follow these stories right here or on our social networks. Add your voice to ours! As our narrator says, “Today you have seen part of their private side. Tomorrow it will be your turn. Up, close and personal. Build a new page of our history. Don’t leave anyone behind.”

Elsa Lima de Carvalho
Founder & Fashion Editor

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