What Exactly Is The Target Demographic?

I had lunch yesterday with a friend of mine who's a claims director at The Standard P&I and after lunch, she got out her Paul Smith wallet/purse and it reminded me about this Paul Smith ad which I saw some time ago and it made me wonder whether it was just me or whether the models were all getting younger.

These two boys look as if they're still in school and it make me wonder which consumer groups Paul Smith is targetting. The ad appeared in Attitude or DNA (I can't remember which) so, it's obviously intended to target the gay male readership but given the youth of the models, it's somewhat worrying as to which segment of the gay male readership which is the target of the ad especially when you have two twink models (sorry, I mean that in a positive sense - don't forget, we were all twinks once) advertising for a brand which is mostly out of the youth segment's price-range.

Perhaps the ad, should have like some toys, carry the caveat "Boys Not Included".