In this fashion campaign Åhléns puts the spotlight on the age limits people perceive are connected to different types of clothes, according to a new study by Philip Warkander (Sweden’s first academic doctor in fashion studies). Åhléns wants to create attention about these age limits, and inspire to abolish them and trigger a more free and non-limiting relationship to fashion and age.
To do this, we collaborated with four inspiring persons and style icons who refuse to obey these age-limits; Sarah-Jane Adams, Michelle Elie, Angelo Gallamini and Angela Molina.
A selection of results regarding perceived age limits:
colourful sneakers: 43 years
hooded sweater: 41 years
torn jeans: 33 years
short skirt: 44 years
sweater with large print: 39 years
cropped top: 26 years
baseball cap: 39 years