Willow Smith takes center stage in Acne Studios’ new campaign, embracing the materials that define the brand’s essence – leather and denim. Earlier this year, during Paris Fashion Week, Swedish label Acne Studios debuted its Fall/Winter 2024 collection, focusing on these two iconic fabrics. “I’ve always been drawn to leather and denim. It’s the spirit of Acne Studios,” said Jonny Johansson, the brand’s creative director. “When you want to feel tough, you gravitate towards leather and denim; it’s like armor. It always feels right.”
For this glossy campaign, Johansson chose none other than Willow Smith – author, activist, and musician – to embody this spirit. Shot by Jordan Hemingway and released today on the brand’s Instagram, the images feature Willow posing against a metallic backdrop, wearing strong silhouettes from the AW24 collection.
In a statement accompanying the campaign, Johansson described Willow as a “cultural icon” and emphasized how perfectly she fit the campaign’s vision. Willow also recalled attending the PFW show back in February, fondly remembering an impromptu jam session at the after-party’s basement bar. She also expressed her appreciation for the creative team behind the brand.
In other fashion news, Liam Gallagher finally became the official face of Stone Island, after decades as the brand’s unofficial mascot; French designer Haider Ackermann was announced as the new creative director of Tom Ford; and Glenn Martens shocked the industry by announcing his exit from Y/Project just before the brand’s PFW show. Additionally, Chopova Lowena teamed up with Climax Books for a capsule inspired by vintage love letters, and Miranda July became Prada’s new “agony aunt,” offering advice through a dedicated hotline.