Acne Studios introduces its new denim campaign, starring the American entrepreneur and fashion icon Kylie Jenner. The campaign sees Kylie transformed, stripped back and undone wearing oversized silhouettes, and distressed and dirty washes from Acne Studios’ Fall/Winter 2023 denim collection.
Denim is an emblematic material for Acne Studios. The house was launched in 1996 with 100
pairs of jeans which were gifted to artists, fans and friends of Creative Director Jonny Johansson; decades later, it remains at the forefront of the brand. “Denim is one of those rebellious but practical materials that is always attractive to me. It’s also a very sustainable material in the sense that you end up wearing it again and again for years. I think of denim as the axle for everything else in your wardrobe – all your other clothes revolve around denim. It’s an endlessly important material that I love to reinvent every season,” says Jonny Johansson, Creative Director, Acne Studios.
Inspired by the seasonal denim washes – treated to look aged and worn in – Kylie contributes
to the mood of the season with wet-look hair, and adorned with body paint. With this campaign, she also introduces a new style and silhouette: the ‘2023’. Ultra-oversized, the unisex style is available in a vintage-inspired distressed ‘Penicillin’ wash and in a waxy ‘oil-coated’ wash. Kylie also wears the ‘2021’, a loose-fit style with a mid-rise and wide-leg silhouette, first introduced to the collection in 2021 and presented in the same worn-in washes, as well as the floor-sweeping ‘Dacna’ denim maxi dress. The campaign is styled with accessories from the latest Acne Studios FW23 runway collection, including the new distressed leather Multi-Pocket bag and seasonal eyewear.
