Why this designer put his 11-year-old son in a campaign | Dazed

This is sure to get people talking which is, I suppose, the purpose of fashion campaigns. This campaign is part of the agender fashion movement. One of the fashion brands that is part of this movement is Acne Studios. Acne Studios founder and designer Jonny Johansson decided that for his latest campaign he would enlist the talents of his 11-year-old son Frasse to feature in the shots. To top it off he’s wearing womenswear: specifically the brand’s Viviane Sassen inspired AW15 collection. Here’s how Emma Hope Allwood reported on the campaigm for Dazzed including the decision to feature Frasse..


Frasse Johansson modeling for Acne Studios

Why the decision to feature Frasse? It’s all about the next gen of fashion fans and their attitude towards style. “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,” explains Johansson. “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.” Indeed, as the youngster put it, “It is cool to be so young and get the opportunity to do such an awesome thing. (But) it was a bit annoying that everyone wanted to fix my hair and stuff.”

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

After a menswear collection that saw boys don sweatshirts emblazoned with words including ‘radical feminist’, Acne’s gender agenda should come as no surprise – but it’s not stopping there. “This campaign is not at all about gender, but presenting this new breed that I think Frasse represents,” says Johansson. I wanted to portray that feeling of first experiences with fashion, like a kid is experimenting with their look for the first time, without any preconception. Crucially, the look is fierce but also natural. This person is not looking for approval, there’s no nerves or political statement.”

Despite his youth, the football-loving Frasse has already got his head screwed on when it comes to androgynous dressing. “It doesn’t matter to me if it is ‘girl’ clothes or ‘boy’ clothes, I don’t really feel that there is a difference. It was totally fine. No problem,” he says of the shoot. There was only one thing he wasn’t so keen on… “Heels are hard to walk in though. (They) hurt your feet.”


Frasse Johansson in those annoying heels

I agree with the lad about heels and appreciate the vision of the company. I am on the fence a bit about using such a young model but given the fact that he is completely clothed in a world of scantily clad models, I guess it’s okay. I doubt I will ever fully understand the mind of a designer but I do like the trend in featuring clothes that challenge gender norms.

Read the full report here:


About Fairy JerBear

A disabled, trans/agender fairy bear living in the American Southwest and passionate about social justice, the environment, Trans/ LGBTQIA+ equality and combating bullying.
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