Acne Studios

Apr 2024

The Acne Studios Spring 2024 Acne People campaign serves as a masterclass in modern luxury fashion house identity, stripping back the noise to focus on the interplay between tactile garment construction and stark, minimalist photography. Under the creative direction of Jonny Johansson, the campaign leans into an editorial aesthetic that prioritizes form, texture, and silhouette. Captured by photographer Thomas Lohr, the imagery utilizes sharp studio strobe lighting to emphasize the intricate details of the collection, from crackled fabric finishes and heavy patchwork denim to the metallic gleam of stud-adorned wide-leg trousers. By utilizing a clean, neutral backdrop, the campaign allows the styling—executed with precision by Leopold Duchemin and Jared Ellner—to take center stage, highlighting contemporary silhouettes and unconventional layering. Featuring talent such as Maddie Ziegler, the portraits feel both aspirational and grounded, successfully bridging the gap between high-fashion editorial and commercial accessibility. The work feels like a calculated study of contemporary wardrobe staples, where accessories like structured handbags and angular visor-style sunglasses are treated with as much gravity as the primary apparel. Ultimately, the series reinforces the brand's penchant for cool, Scandinavian-inflected minimalism while pushing the boundaries of what a modern fashion campaign can convey through sheer visual clarity and high-contrast composition.

Editorial, Editorial, Commercial, Commercial

Studio strobe, Studio strobe

Luxury Fashion Houses, Fashion