Frasse Johansson, the son of Acne Studios founder Jonny Johansson, is the star of the company’s latest challenging and provocative campaign. Wearing heels, women’s clothing and carrying a purse, Frasse pushes the boundaries of gender norms, his father explaining “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.” The imagery is set to be used for a variety of for outdoor advertising in New York, London, Paris and Hong Kong, and the Fall/Winter collection exhibited will become available on acnestudios.com and in Acne Studios stores on 10 September.
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