The Stockholm-based studio’s latest campaign star is the 11-year-old Frasse Johansson, son of creative director Jonny Johansson who dons a pair of heels, futuristic glasses and a gorge pink coat for the brand’s FW15 campaign. Shot by photographer Viviane Sassen.
This latest collection embraces fashion’s recent trend towards the gender-fluid, Johansson said. Operating under the notion that this generation is less concerned with “seeking approval from society” and more concerned with “the character of the garment,” Johansson thought Frasse would be the perfect fit and physical embodiment of this idea — and we gotta say, it is perfect indeed.
“Walking in high heels is so hard, and I don’t understand how anyone can walk in them,” said Frasse Johansson, who appears in Acne Studio’s fall women’s campaign. “Playing football is more my thing but it was great fun to do it. And I got to hang out with my dad.”
“The cut, the shape and the character of the garment is the crucial thing, rather than seeking approval from society or to follow set norms,” the designer explained. “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.”
The images, shot by Viviane Sassen, are to debut on the Swedish brand’s Web site on Thursday and are destined only for outdoor placements, starting with New York during its fashion week, to be followed by London and Paris — and then in Hong Kong ahead of Golden Week. The campaign reminds everyone that they should feel free to dress how they want and play with gender until their heart’s content. Fashion campaigns in recent times from global brands are continuing to showcase so much progressive power and diversity. From Céline’s campaign to embrace the older to Benetton’s brilliant campaigns that focused on race relations and the AIDS crisis, intellectual woman with Joan Didion, besides wanting to make money, advertising campaigns can also have positive agendas. This latest Acne’s campaign definitely stands out not only because it shows that boys can wear girls’ clothes, but it also shows a celebration of the power of being able to be who you want to be and the freedom it offers.