acne studios campaign

Gender norms are to be questioned. And this has been happening a lot in the fashion industry over the last years.

Acne Studios founder, Jonny Johansson, is pushing the boundaries even further by appointing his son to star in the brand’s new womenswear campaign. In the pictures of the campaign you can see 11-year-old Frasse wearing heels, women’s clothing and carrying a purse, in a styled look that any woman would love to wear. “I’ve seen this new generation’s attitude to fashion where the cut, the shape and the character of the garment is the crucial thing, rather then seeking approval from society or to follow set norms. I immediately pictured Frasse, since he embodies this new breed to me. I asked him and I’m happy that he wanted to be a part of the campaign.” says Johansson.

The campaign photos, shot by Vivian Sassen, will be used for outdoor advertising in New York, London, Paris and Hong Kong. You can see them below.