The tradition of using children to sell clothing to grown folks is long and storied in the fashion industry and Acne Studios is continuing it for the Fall 2015 season. The label took quite an interesting approach for its latest ad campaign, tapping a preteen boy as its star. And how did a 12-year-old boy get the opportunity to pose for a campaign selling clothes to grown women old enough to be his mother? Because his dad is the creative director, of course.
Frasse Johansson, son of Acne’s Johnny Johansson, dons a pink jacket with oversized stitching detail, a pair of sunglasses, rings, a purse and, of course, high heels. The Viviane Sassen-shot ads represent a continuation of fashion’s love affair with gender bending and this time, they’re crossing the generation gap. “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,” Johansson told WWD. “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.”
While we’re all for battling gender norms and appreciate the artistic angle, we can’t help but wish to see the clothes on someone fully grown. Still, we have to give little Frasse props for standing around in high heels for the shoot – that must not have been easy on such a young boy’s feet. Somebody give him a cookie.