Acne Studios

Aug 2023

Acne Studios continues to redefine the intersection of raw materiality and high-fashion editorialism with their Fall 2023 ad campaign. Under the creative direction of Jonny Johansson, the campaign leans into a gritty, tactile aesthetic that prioritizes texture as the primary visual language. Captured through the lens of photographer Carlijn Jacobs, the series utilizes studio strobe lighting to elevate mundane elements—distressed denim, slicked-back wet-look hair, and subtle skin imperfections—into a polished, high-fashion statement. The imagery centers on a stark, minimalist approach, featuring both ensemble shots and intimate close-ups of Kylie Jenner that emphasize a interplay between vulnerability and industrial edge. By incorporating live-action technique elements, such as water droplets and deliberate grit, the visuals challenge traditional luxury norms. The series serves as a masterclass in commercial portrait photography, where every composition, from the wide-leg denim styling to the futuristic wrap-around eyewear, feels both deliberate and raw. The campaign successfully balances these rugged, distressed textures against clean, neutral backgrounds, ensuring the focus remains squarely on the interplay between fabric, light, and form. Ultimately, this collection reads as a cohesive narrative of modern identity, where the iconic metallic logo branding feels secondary to the rich, multi-layered textures that define this season's distinct fashion-forward perspective for the house.

Editorial, Vertical, Vertical

Studio strobe

Luxury Fashion Houses, Fashion