Acne Studios New Years Ad Campaign 2023

Acne Studios

Lunar New Year 2023 Ad Campaign

Review of Acne Studios Lunar New Year 2023 Ad Campaign with Talents Apollonaria Broche and Vicky Chen

Acne Studios hops playfully into the new year with a campaign in celebration of its Year of the Rabbit capsule, created in collaboration with artist Apollonaria Broche.

The French-Russian artist is known for working with the medium of ceramic sculpture as a playful craft that walks the line between wearable and unwearable, as well as her use of zoomorphic shapes inspired by antique figurines found in grandmas’ glass cupboards. 

The capsule continues the themes of the first partnership between Acne and Broche, which began for Fall 2021. For the new year, Broche revives a character who’s perfect for the occasion: the adorable and adorably weird ceramic rabbit Bun Bun. In addition to lending her pink color and signature style to a range of accessories and ready-to-wear, Bun Bun also appears in a limited series of enamel sculptures created by Broche.

The collaborative capsule is celebrated with a campaign starring actor Vicky Chen in the role of Bun Bun’s best friend as the duo explores Beijing. Blending a candid photography style with a playful sense of adventure while honoring the holiday’s tradition and power, the imagery offers a unique perspective on the meaning of the holiday.

Acne Studios isn’t like other fashion houses, so it makes sense they wouldn’t do a Lunar New Year campaign like other fashion houses. While checking some of the boxes of what we’ve seen in a lot of other recent campaigns – playful rabbit sidekick, popular East Asian talent, the color red – the campaign also exudes a sense of idiosyncratic style as only Acne Studios can.

Acne Studios Creative Director | Jonny Johansson
Talents | Apollonaria Broche and Vicky Chen
Location | Beijing