Campagna - 9/1/23
Acne Studios introduces its new denim campaign, starring the American entrepreneur and fashion icon Kylie Jenner. Shot in Los Angeles by the Dutch photographer and director Carlijn Jacobs, the campaign sees Kylie transformed, stripped back and undone wearing oversized silhouettes, and distressed and dirty washes from Acne Studios’ Fall/Winter 2023 denim collection.
Denim is an emblematic material for Acne Studios. The house was launched in 1996 with 100 pairs of jeans which were gifted to artists, fans and friends of Creative Director Jonny Johansson; decades later, it remains at the forefront of the brand. “Denim is one of those rebellious but practical materials that is always attractive to me. It’s also a very sustainable material in the sense that you end up wearing it again and again for years. I think of denim as the axle for everything else in your wardrobe – all your other clothes revolve around denim. It’s an endlessly important material that I love to reinvent every season,” says Jonny Johansson, Creative Director, Acne Studios.
Inspired by the seasonal denim washes – treated to look aged and worn in – Kylie contributes to the mood of the season with wet-look hair, and adorned with body paint. With this campaign, she also introduces a new style and silhouette: the ‘2023’. Ultra-oversized, the unisex style is available in a vintage-inspired distressed ‘Penicillin’ wash and in a waxy ‘oil-coated’ wash. Kylie also wears the ‘2021’, a loose-fit style with a mid-rise and wide-leg silhouette, first introduced to the collection in 2021 and presented in the same worn-in washes, as well as the floor-sweeping ‘Dacna’ denim maxi dress. The campaign is styled with accessories from the latest Acne Studios FW23 runway collection, including the new distressed leather Multi-Pocket bag and seasonal eyewear.
Kylie Jenner has a long-standing affiliation with the brand, having attended the Spring/Summer 2023 show in Paris and incorporated numerous pieces into her wardrobe. “I love the organic relationship I’ve built with Acne Studios. I am a fan of the brand and I’ve worn their product over the past few years. This campaign is one of my favourites. I loved working with Carlijn and I love the simplicity of the images, they have strength in their directness,” says Kylie Jenner.
Paris-based photographer Carlijn Jacobs aimed to document Kylie in a way that exudes self-assurance and allure. Seeking to capture Kylie’s “unapologetic self-love”, several images feature two Kylies interacting with each other. “The campaign sought to showcase Kylie as a woman who is in control, has love for herself and is unafraid to embrace her desires. I aimed to celebrate her individuality by doubling her. She loves herself and is not afraid to show it,” says Carlijn Jacobs.
The campaign will launch worldwide on 31 August 2023 with a series of activations out-of-home advertising in major cities worldwide. The FW23 denim collection and accessories will be available in Acne Studios stores worldwide and online at acnestudios.com from 31 August 2023.
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