Review of Acne Studios Fall 2024 Ad Campaign by Creative Director Jonny Johansson and Photographer Jordan Hemingway with model Willow Smith
Acne Studios taps Willow Smith to bring to life the industrial elegance of its freshly released collection. The Fall 2024 campaign was shot by photographer Jordan Hemingway.
Hemingway’s slick portraiture subtly extends the futuristic, mechanical mood of the collection’s runway show. Dressed in oversized denim and sculptural leather silhouettes that evoke a tension of softness and strength, Willow exudes a serene power as she cuts a graphic figure against icy metallic backdrops.
Acne Studios’ recent approach to campaign imagery has been deceptively simple, taking a focused and graphic visual approach that lets the narrative of the house’s eccentrically elegant design work do the talking. This chapter is another strong example, and the great casting choice of Willow mith further illuminates this practice with ethereal strength. The campaign visuals are also only one side of the brand’s marketing story, as it also finds a multichannel balance through a consistent use of TikTok – to which the video perfectly lends itself – and its biannual magazine.
Acne Studios Creative Director | Jonny Johansson
Creative Director | Willow Smith
Photographer | Jordan Hemingway
Model | Willow Smith
Stylist | Léopold Duchemin
Hair | Vernon François
Makeup | Yadim
Manicurist | Yvett G
Set Designer | Polly Philp