Who is the 11-year-old boy, wearing a pale-pink coat and high heels in the new Acne Studios ad campaign that will run in outdoor advertising in Paris, London, New York and Hong Kong? It´s Acne´s creative director son, Frasse Johansson, captured by the brand long-term collaborator and photographer Viviane Sassen.  

“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. 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.”- said Jonny Johansson about it.

If we consider, that lately we´ve seen Cindy Crawford's 13-year-old daughter Kaia Gerber scoring a September spread in CR Fashion Book and Jane Birkin's 12-year-old granddaughter, Alice Attal, as the face of Comptoir des Cotonniers, just to name the few, is this becoming a true trend. At the end I am simply asking myself, where is really the point of this? 

/ original images courtesy of acne studios /

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