Åhlens – Klädmaktsordningen


The fashion campaign “Break the clothing power structure”. Åhlens want to inspire people to dress as they want, free from restrictive gender norms. The author Jens Lapidus, artists Kajsa Grytt and Joy M’Batha and football player Jimmy Durmaz fronts the campaign.

By inventing the term “Dressing power structure” Åhlens want to highlight the connection between gender, clothing and power.

Advertising Agency:
Forsman & Bodenfors

Production Company:
Rough Studios