I don't think it's necessarily fakery going on. The photographer didn't dress them up in period costumes. I think many people are hungering for something more organic and real than slick digital images. For me it's like somebody wanting to eat a real home made pie made from scratch after eating factory made pies for a long time. Wouldn't you agree? I hope this will start people wanting to shoot analog again.
It's the [rocessing artefacts that are fake and deliberate, not the images and the use of older lenses.