Anyone familiar with Kith will know it's no stranger to using an aging actor to flaunt its latest products, but this new campaign has seemingly divided the brand's audience. To present its seasonal collection for Fall 2022, Kith has tapped none other than famed stand-up comedian and actor Jerry Seinfeld, and it's not exactly gone down as planned.

Just as Seinfeld plays a semi-fictional version of himself in the show, the now 68-year-old has decided to outwardly cosplay as a streetwear-toting twenty-something dressed in an array of vibrant sporting apparel. Now, while Kith's Steve Buscemi-lead Spring 2022 campaign was received positively as a whole, judging by social media, this new campaign has left fans of the show and fashion purists battling to have their voices heard.

Despite only being previewed earlier this week, Twitter is already rife with contrasting opinions, memes and justifications surrounding this latest lookbook. For many fans, Seinfeld, in his own right, was once a fashion and cultural icon, with some audiences often crediting the sitcom for the rise in trends such as normcore, accented white sneakers, and printed button-ups - aka things that are currently seeing a resurgence in the streetwear scene. However, others feel as if this latest campaign delivers a certain degree of forced cool.

Many have picked up on an ounce of unmistakable awkwardness in the campaign, leading users to compare it to viagra ads targeted at ageing men, undercover cop outfits and even their nonna's sofa. Other users have openly criticised the campaign for being too similar to the editorial style often portrayed by fellow New York brand Aimé Leon Dore. The warm-washed hues accented by pops of colour are a staple within ALD's editorial campaigns, and due to the brand's recent success, some think KITH is openly trying to piggyback off the style that ALD has become so well known for.

Regardless of what the internet thinks, they say any press is good press and this campaign has certainly garnered its fair share of attention, likely deeming it a success in Kith's eyes. To read more about fashion's preoccupation with the older thespian, check out - Aging Like Fine Wine: the Fashion Industry's Obsession With the Older Man.