Staying away from the trend of having androgynous, nubile and sultry young male models pouting in its campaigns, the new HANSEN Spring/Summer 2012 lookbook appeals to your more average man with its masculine line of casual wear.
The brand’s campaign instead plays on themes of family, tradition and heritage by using older generations of men, one who is even senior, who are actually relatives of designer Aase Hansen. The Nordic brand also achieves these themes by shooting on location in rural Säby, Sweden. By creating scenes of hardworking farmers in this campaign and incorporating its new line of dapper and refined clothing into the mix, the HANSEN Spring/Summer 2012 collection speaks to fashion-conscious men who enjoy dressing stylish without overdoing it.
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