This is the Acne Studios’ fall/winter 2015 women’s campaign. Acne studio is the Swedish contemporary designer brand which has a fame for its genderless fashion. And they present their traits with this campaign well.

When I found these images, I was really shocked because I saw these images before but didn’t know this model was a boy. The model in this ads is Frasse Johansson who is the son of the brand’s creative director and he was 12 year olds at that time. He is wearing a pink long coat and high-heels, and carrying a hand bag. Nothing this boy is wearing is man’s or boy’s but he’s got his own style. The pink color is not a man’s color, high-heels are not for man, and man doesn’t carry hand bag in traditional gender norms. That’s why I couldn’t think this model is a boy. So this campaign subverts traditional gender norms.

As Susan Kaiser said “Gender is actually not just who we are; it is what we do or perform as we participate in an embodied way with cultural discourses.”, we can wear or do anything we want regardless of genders.