Style & ShowbizFashion

Acne women's ad stars 12-year-old boy

FashionBy Sunday World
Acne women's ad stars 12-year-old boy

Jonny Johansson didn't have to think twice about asking his 12-year-old son to star in Acne's latest women's campaign.

Acne creative director Jonny Johansson thinks his preteen son, who stars in the brand's latest ads, "embodies the new breed".

The label's co-founder shunned top-name models for his fall women's campaign, instead casting his 12-year-old son Frasse.

Jonny is known for toying with androgyny and believes his latest vision is the start of something great.

"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," he explained to 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."

Viviane Sassen shot the images, which show Frasse in everything from huge visor-like glasses to high heels and jewellery. While he loved working on the campaign, it took a while to get to grips with the fashion.

"Walking in high heels is so hard, and I don't understand how anyone can walk in them," he laughed. "Playing football is more my thing but it was great fun to do it. And I got to hang out with my dad."

The images will debut on Acne's website on Thursday and after that will appear only outdoors. New York will have the ads up during Fashion Week, with London, Paris and Hong Kong also showing the campaign.

Acne has always enjoyed playing with gender stereotypes, introducing the "Tranny Collection" last year. The line combined typically "male" and "female" details, making it wearable for anyone.

Cover Media