Summary:
GN and fashion brand HAN Kjøbenhavn partnered at Copenhagen Fashion Week to challenge stigma around hearing loss and promote hearing aids as stylish expressions of identity through the high-profile “New Norm” campaign.

Key Takeaways:

  1. Representation on the runway: Two models with hearing loss walked in the HAN Kjøbenhavn AW25 show, normalizing hearing aids in the fashion world and empowering others to wear them with pride.
  2. Changing perceptions: The collaboration reframed hearing aids from being medical devices to fashionable, confidence-boosting accessories, helping dismantle outdated stereotypes.
  3. Powerful storytelling: A simulated tinnitus sound during the show added emotional depth, prompting reflection on hearing challenges and opening dialogue about inclusion beyond the visual.

In the spirit of the ‘New Norm’ campaign, which challenges misperceptions about modern hearing aids, GN partnered with Danish fashion brand HAN Kjøbenhavn to raise awareness about the importance of hearing health at Copenhagen Fashion Week. 

As part of the GN x HAN Kjøbenhavn collaboration, two models with hearing loss walked the runway at the launch of the HAN Kjøbenhavn AW25 collection.  

“At GN we’re committed to challenging the misperceptions around hearing loss and hearing aids. Showcasing our hearing aids within the world of fashion elevates them from being a medical necessity, to a form of self-expression that should be celebrated,” says Marie Schleimann Nordlund, director of communication and community at GN. 

“The GN x HAN Kjøbenhavn partnership directly confronts and reshapes the public’s outdated perceptions of bulky, big and beige hearing aids—instead highlighting their modern, sleek, and even fashionable designs,” she continues. “Spotlighting hearing aids and hearing loss in an industry known for its influence on trends and culture promotes open dialogue and empowers people living with hearing loss to wear their hearing aids with confidence, ultimately normalizing conversations and redefining what it means to wear a hearing aid.”

The collaboration came about as part of GN’s mission to challenge misperceptions about hearing loss and break down barriers to wearing hearing aids. 

“Building on GN’s ‘New Norm’ campaign, we sought a partner who understood the power of fashion as a platform to change cultural narratives and challenge societal norms. This led to our partnership with the acclaimed Danish fashion brand HAN Kjøbenhavn,” Schleimann Nordlund says. “Both companies are aligned on a shared goal: to challenge perceptions and foster greater representation. By showcasing hearing aids on a glamorous stage like Copenhagen Fashion Week, we aimed to raise awareness and demonstrate that these devices can be a natural and even stylish part of self-expression.” 

During the runway show, a loud, jarring sound played to simulate tinnitus to the audience, which Schleimann Nordlund says served to add an audible element to a primarily visual show. 

“Hearing aids today are so small that they may go unnoticed, so we really wanted people to stop and notice that something special was happening,” she says. “The experience was powerful, thought-provoking, and it prompted the audience to reflect and discuss the impact the experience had on them.”

For his part, Jannik Wikkelsø, founder and creative director of HAN Kjøbenhavn, appreciated the opportunity to add another, meaningful dimension to the collection’s presentation at Fashion Week. “It is important for us to highlight issues that are often overlooked, such as hearing loss,” he says. “Inclusion is often talked about in a visual sense, but we wanted to shed light on other significant challenges people face. This is a beautiful project, and we are proud to be part of it.” 

And for the models, this was a chance to personally help change the narrative around hearing devices and combat stigma. 

Gustav Calvin, a model living with hearing loss, feels very positive about the partnership bringing attention to hearing loss. “I had a diving accident, but for years I avoided wearing hearing aids because I was afraid of what people would think—especially my peers,” he says. “This collaboration between GN and HAN Kjøbenhavn is important because it shows that hearing aids are nothing to hide but can be expressed with confidence. I hope it helps change perceptions and encourages more people to take care of their hearing.”  

For more information about the GN x HAN Kjøbenhavn collaboration, visit https://hankjobenhavn.com/pages/han-kjobenhavn-collaboration-gn-hearing.