Campaign / New products / Fashion house - 9/4/19
“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.
For the Fall/Winter 2019 campaign, Acne Studios focuses on faces of the new generation and the accessories they carry.
Shot by Richard Burbridge, the campaign juxtaposes raw portraiture and polished still-life images, capturing the prime importance of the person in the narrative surrounding any bag.
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).
The Musubi collection is characterised by a twisted knot motif, which takes inspiration from the traditional Japanese obi sash.
New for Fall/Winter 2019 is a backpack and a bucket bag, plus quilted versions with a shoulder chain strap.
Others in the collection include an oversized shoulder bag, mini and micro versions with a long strap and the Musubi Milli,
which features a top handle and fold-over front flap. All are crafted in Italy from 100% cow leather with 100% lamb leather lining
and subtle Acne Studios embossed branding on the front. New colours for this season include fluorescent green and fluorescent orange.
The Fall/Winter 2019 campaign launches on 4 September, while the new Musubi bags are now available in Acne Studios stores and on acnestudios.com.