Together with fashion professor Philip Warkander we made a study that showed what age limits people connect to certain garments. We then used these age limits to create the fashion campaign ”No limits”. A campaign launched started a national discussion about ageism in fashion.

Senior style icons presented clothes they’re way too old to wear, according to the norm. In film. Billboards. Print ads. And social media we encouraged people to challenge these age limits and never stop wearing what they want.

The campaign stirred up a lot of emotion and conversation in the media became became the most talked about campaign in Åhléns history. And made this traditional department store stand out among trendy competitors with big budgets. Engagement went up 128% and organic reach 828%.