This is the the advertisement from brand Acne studios for fall 2015. The womenswear ad is featuring designer’s 11 year old son posing in different playful poses. The advertisement surely shows something which is out of typical gender perspectives, subverting it in a mischievous way. I personally think strategically it is a very smart way to break the rules, and a very fun one. When asked the reason why he decided to put his son for aw 15, Johny Johansson said he wanted to portray next generation first experience with fashion trends, how they look at it, how they take it, and how eventually they inverse it in the way they want it.

“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.

Amazing fact is that peoples’ first assumption when they see the ad that it is all about gender, however, besides breaking gender boundaries Acne went in for bigger – to capture the feelings and the reaction of next generation, giving them opportunity to show themselves, let them play with clothes and observe the outcome.