Åhlens New Campaign Against Gender Division Of Clothing

Style 2022
Åhlens New Campaign Against Gender Division Of Clothing
Åhlens New Campaign Against Gender Division Of Clothing

Video: Åhlens New Campaign Against Gender Division Of Clothing

Video: МОЯ КОЛЛЕКЦИЯ СУМОК 2020 / от CHANEL YSL и FENDI до ASOS 2022, November
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Swedish department store chain and clothing manufacturer Åhlens has launched a spectacular ad campaign challenging the traditional division of clothing between women and men. The ad featured people of different ages, dressed in things that supposedly do not correspond to their biological sex: women in trousers with suspenders, vests and ties, and men in dresses, skirts, scarves and blouses with bows. All the heroes look quite happy and confident.

The authors of Åhlens' ads believe that the gender division of clothing establishes a kind of "power order" that can and should be violated: by dressing femininely, a man "takes off" the power that a woman "puts on" in a jacket with inserted shoulders or in other things symbolizing masculinity and strength.

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