Bare Skin and Leather: See Acne Studios’ Provocative New
Poised in dancerly, balletic stances, the muscular, nameless male bodies featured in Acne Studios’s hottest campaign photos curve in tandem with the delicate contours of the brand’s legendary Musubi bag. The Japanese phrase for “knot”, a musubi is a decorative sash worn to retain an obi in area, and it inspired the Swedish manufacturer to make the bag with a twisted knot motif. Sans obi – or any garments at all – the marketing campaign captures leathers against bare skin.
The marketing campaign is the perform of New York-dependent artist Talia Chetrit, whose images centre close to themes of intimacy and sexuality, laced with a playful eroticism. Her 2019 monograph, Showcaller, involved stylised and usually nude self-portraits among the nevertheless lifes and road images – there is an image of Chetrit and her companion naked and kissing in a meadow, and elsewhere, the bustling streets of New York Town.
“I have lengthy admired the perform of Talia Chetrit mainly because she treats all the things in a singular, extremely personal way,” claims Acne breakouts Studios’ imaginative director, Jonny Johansson. “This undertaking was her strategy totally – we just sent her some baggage to photograph as she wished.”
The campaign is launching nowadays at Zits Studios HQ in Stockholm with two specific installations – 1st with a gigantic print draping the building’s entrance. “It’s a brutalist making, the previous Czechoslovakia embassy that Pimples restored in 2019, and sits on a really unsuspecting, silent neighbourhood street,” Acne Studios’ newly mounted chief advertising and marketing officer (and Dazed’s former editor-in-chief) Isabella Burley tells An additional. “We liked the concept of projecting this effective nude human body on the setting up in this kind of a immediate way. A way to wake up the neighbours at 9am in the early morning!”
“Inside, we also covered two elevators with photographs from the campaign,” Burley proceeds. “We liked the notion that personnel heading to conferences would be coming in and out of these elevators just about every working day interacting with the functions. It felt like a playful way to launch the task!” With the campaign launching today in New York, Los Angeles, Miami, London, Milan and Berlin as a result of a series of outdoor print activations, Acne Studios broadcasts a message to the earth: you’re hardly ever totally dressed without the need of a bag.