Despite having gained quite a bit of success on the runway, Acne Studios Creative Director Jonny Johansson has always embraced the everyday of reality with equal enthusiasm. To drive that point home the designer teamed with photographer Richard Burbridge on the firms latest campaign focused on people.
Acne Studios is about both fashion and reality. I’m proud that we’ve always designed new fashion that people want to wear. I love it when I see people around the world carrying our Musubi bag. Every time I see the bag now, I think about real people. I wanted to bring this feeling to our new campaign that features the Musubi, by bringing together some real people who excite us, and who tell their stories through the campaign.
– Jonny Johansson, Creative Director of Acne Studios
The campaign features seven young talents: Xie Chaoyu (model), Delfin Finley (artist), Parker Kit Hill (dancer), Dylan Jagger Lee (musician), Esther McGregor (model), Ajani Russell (artist) and Sara Skinner Hiromi (model) each lensed in black and white as well as explaining in short film what their perfect day is.
The short films have an artist hand that was wise of Johansson and Burbridge to leverage. Rather than watch the talents explain in front of the camera what their perfect day is, they record that separately using it as a voice-over while the models are filmed in silence. The result is short art films that draw the viewer into studying the character of the subjects while listening to their perfect day.
The juxtaposing of the naturalistic black and white portraiture with the polished colorful range of still accessories is stunning. Johansson embraces the gender-neutral attitude of today’s youth in positioning men opposite accessories that traditionally have been thought of as female-specific.
The campaign makes the best of both worlds and balances them them so well that it is no wonder that Acne Studios has become a bridge from street to luxury. This is one case where being of two-minds is poetically comforting.
Acne Studios Creative Director | Jonny Johansson Photographer/Director | Richard Burbridge Models | Xie Chaoyu, Delfin Finley, Parker Kit Hill, Dylan Jagger Lee, Esther McGregor, Ajani Russell and Sara Skinner Hiromi Casting Directors | Piergiorgio Del Moro & Samuel Ellis Scheinman