Åhléns is one of the first high street retailers to appoint a transgender model to front a womenswear campaign.
On our minds is Åhléns’ campaign for spring. The multipurpose Swedish department store has taken inspiration from transgender supermodel Lea T and dedicated the campaign to ”modet”, a word that coincidentally means both fashion and courage. Åhléns states in their press release that by having Lea, who has been named one of the most influential women in Italian fashion by Forbes, fronting the campaign they are aiming to pay tribute to transgender people and to position themselves as an inclusive retailer for all. No doubt the company has challenged the norm as one of the first high street retailers to appoint a transgender model to front a womenswear campaign – now we just hope that their median customer is as excited as we are.
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