With more and more fashion labels and retailers betting on transgender campaigns and genderless marketing,
Jonny Johannson, creative director of Acne Studios, takes the whole unisex thought one step further.
The Swedish fashion house’s brand new campaign stars Johannson’s 11-year old son Frasse, wearing pieces of the brand’s fall/winter ’15 womenswear collection, including bold jewelry, handbags and high-heels.
The designer explained his cast with the young generation’s increased disinterest for norms: “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 than 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.”

In the imagery, little Frasse clearly does a good job in exuding pure coolness. Photographer Viviane Sassen managed to make the whole “dressing up” scenery not look silly and only slightly disturbing, but rather fresh, with the pre-teen in women’s clothes creating surprisingly interesting silhouettes and proportions.

While it is questionable if today’s youngsters really don’t try to seek approval from society by their way of dressing (I doubt so), the once inelastic borders of fashion categories are clearly dissolving and Jonny Johansson has his finger on the pulse of the times with his campaign concept here. Menswear, womenswear, kidswear, formalwear or sportswear? Who cares. Today’s consumers just wear what they like, availing themselves of different terrains.

The imagery will be used for outdoor advertising in New York, London, Paris and Hong Kong, as the new collection becomes available on 10 September.