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acne owner’s 11-year-old son rocks heels and handbag in new campaign

Jonny Johansson cites the new generation’s open-mindedness and fluidity as inspiration for the brand's latest Viviane Sassen-shot campaign.

by Stuart Brumfitt
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01 September 2015, 11:55am

Frasse Johansson, the 11-year-old son of Acne's Creative Director Jonny, shows that boys are no longer afraid to wear heels and waist-enhancing pink coats. Blunt-fringed Frasse was keen to be a part of his dad's latest campaign, as shot by photographer Viviane Sassen. "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," Jonny Johansson 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."

This "new breed" is a slew of cool young kids who are happy to embrace androgyny, and who find their poster boy in Jaden Smith, who attended prom in a dress and once joked on Twitter, "Went To TopShop To Buy Some Girl Clothes, I Mean 'Clothes.'" The imagery for the autumn/winter 15 campaign will be on billboards in New York, London, Paris and Hong Kong and the collection will be on sale from 10th September.

acnestudios.com