Willow Smith goes full cyberpunk in the new Acne Studios campaign

Acne Studios raises the curtain on its FW24 campaign with a remarkable protagonist. Willow Smith, actress, musician, and American creator behind hits like Wait a Minute! and Meet Me At Our Spot, has been chosen by the Swedish brand to embody the rebellious and unconventional spirit that defines both creative forces. Shot by London-based photographer Jordan Hemingway, the images capture Smith in a futuristic and bold atmosphere, an energy that perfectly matches the leather and denim looks worn by the star. Acne Studios' new campaign extends the artistic value of the FW24 collection, bringing the strong cyberpunk theme presented on the runway at the last Paris Fashion Week into Smith's universe, where she reveals an intimate side of herself while asserting strength, much like the brand's clothing. Denim and leather personify the timeless character of the looks, while feminine and textured silhouettes, combined with powerful accessories like the "tool bag" Multipocket, renew Acne Studios' passion for stylistic innovation. This year, the bag has been adorned with new details, such as ruffles and studs, while the "bowling bag" Bowlina has been enhanced with metal plates.

The collaboration between Willow Smith and Acne Studios is a project the two have been developing for some time. As a big fan of the brand, Smith attended the FW24 show and has integrated several items from the collection into her personal wardrobe. With her authentic and unconventional style, the singer was able to showcase Acne Studios' cutting-edge silhouettes even at the Bad Boys: Ride or Die premiere in Los Angeles, wearing one of the FW24 outfits on the red carpet. Smith is excited to contribute to Acne Studios' storytelling: «This campaign feels authentic, not just because of the clothes – although the oversized shearling jacket made me feel fantastic – but also because of the people and Acne Studios' approach to their work,» she commented on the project.

Acne Studios' creative director, Jonny Johansson, fully shares Willow Smith's perception of the brand, adding that the creativity, positivity, and individuality of the star are traits he seeks to highlight in every project. For this reason, Smith perfectly represents the philosophy of Acne Studios: «Willow is an inspiration, her creative style aligns perfectly with our vision of non-conformity. In an increasingly homogenized world, Willow remains an icon of authenticity, a quality we want to celebrate with this collection,» Johansson added. To make the launch of the new campaign even more special, Acne Studios has forged a partnership with Spotify. The streaming platform will collaborate with the brand to create exclusive events celebrating Willow Smith's creative universe, as she is currently promoting her new album Empathogen, and more.