Whoever said campaign season is over? Not Jonny Johansson. While the likes of Marc Jacobs, Balenciaga and French Connection have flaunted their musical associations for AW15, the Acne Studios Creative Director this week drops a bold campaign fronted by his 11 year old son, Frasse.
“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,” offers the designer of the perhaps unconventional casting.
“I immediately pictured Frasse,” he continues, “since he embodies this new breed to me. I asked him and I’m happy that he wanted to be part of the campaign.”
Lensed by Viviane Sassen, the striking campaign is composed of four images and sees Frasse play dress up in the brand’s pastel coated collection of coats, heavy jewellery and contemporary sunglasses.
The move follows a similarly unorthodox SS13 campaign from the Swedish label, which saw American artist William Wegman shoot a pair of Weimaraners in the corresponding collection.