COPENHAGEN, DENMARK – In a unique collaboration aimed at reshaping public perceptions of hearing loss, GN partnered with Danish fashion brand HAN Kjøbenhavn during Copenhagen Fashion Week to spotlight hearing health as a visible and confident expression of personal style.
The partnership is an extension of GN’s “New Norm” campaign, which seeks to challenge outdated visual stereotypes of hearing aids and encourage more people to embrace hearing care. The initiative aligns with a broader mission to raise awareness of the cognitive, emotional, and physical benefits of hearing health, while also addressing the stigma that continues to surround hearing aid use.
Bringing Hearing Aids to the Fashion Stage
As part of the GN x HAN Kjøbenhavn collaboration, two models with hearing loss wore hearing aids as they walked the runway during the launch of HAN Kjøbenhavn’s Autumn/Winter 2025 collection. It marked a rare moment of visibility for hearing loss within the fashion industry.
“It is important for us to highlight issues that are often overlooked, such as hearing loss,” said Jannik Wikkelsø, Founder and Creative Director of HAN Kjøbenhavn. “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.”
An Immersive and Unconventional Experience
The show offered more than visual flair. Attendees were immersed in an auditory experience as a high-pitched siren, simulating the sound of tinnitus, played during the models’ entrance.
The sensory design created a moment of reflection on how hearing conditions can impact daily life—transforming the runway into a platform for awareness and conversation.
Expanding the Cultural Conversation
The GN x HAN Kjøbenhavn collaboration underscores the role fashion can play in shifting cultural narratives around disability and wellness. By elevating the visibility of hearing loss and hearing aid use in a high-profile context, the partnership aims to influence public attitudes and encourage proactive hearing care.
“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. 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.”
–Gustav Calvin, model
A Message of Confidence and Self-Expression
GN and HAN Kjøbenhavn’s message is clear: hearing health is an essential part of self-expression and belongs on every stage, including fashion’s most influential. The collaboration encourages people to see hearing aids not as something to conceal, but as tools that support health and individuality.
- To learn more about the importance of hearing health, visit LISTEN TO THIS
- To access images from the “New Norm” campaign featuring real people with hearing loss, visit The New Norm.
Source: GN
