Model son

Stockholm – Jonny Johansson, founder of fashion label Acne Studios, has cast his 11-year-old son as the face of his autumn/winter 2015 womenswear collection.

• Imagery shot by photographer Viviane Sassen
• ‘I wanted to portray that feeling of first experiences with fashion, like a kid is experimenting with their look for the first time’ – Jonny Johansson

The campaign imagery shows young Frasse Johansson wearing an adult-sized woman’s coat, jewellery, high heels and other pieces from Acne’s latest collection. The images will be used in outdoor advertising in New York, London, Paris and Hong Kong.

‘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,’ explained the designer.

The Big Picture: The way consumers treat their gender and sexuality is changing. Find out what this means to your brand by reading our forthcoming macrotrend Neutral Culture.