BRINGING the very founding of the brand to the forefront of our vision, Acne Studios shines a light on denim for AW23 with the help of Kylie Jenner. Launching in 1996 with just 100 pairs of jeans which were gifted to creative director Jonny Johansson’s close friends and fans, the Swedish label has decided to launch a campaign as an ode to this all important fabric.
“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,” says Johansson. “I think of denim as the axle for everything else in your wardrobe – all your clothes revolve around denim. It’s an endlessly important material that I love to reinvent every season”.
The autumn-winter 2023 denim collection is inspired by seasonal denim washes that are treated to look aged and worn. Captured by Paris-based Carlijn Jacobs and modelled by Kylie Jenner, the wet-hair look with muddy body paint adds a contemporary, sexy touch to the workwear item.
Introducing new styles in the campaign, like the ultra-oversized, vintage-inspired ‘2023’ jean as well as reimagining the ‘2021’ style with the loose fit and wide-leg silhouette, Jenner effortlessly captures the coolness of the brand.
Speaking on her appointment as the face, the social-media star added: “I am a fan of the brand and I’ve worn their product over the past few years. This campaign is one of my favourites. I loved working with Carljin and I love the simplicity of the images, they have strength in their directness”.
“The campaign sought to showcase Kylie as a woman who is in control, has love for herself and is unafraid to embrace her desires,” explains Jacobs. “I aimed to celebrate her individuality by doubling her. She loves herself and is not afraid to show it”.
by Imogen Clark
AW23 denim collection and accessories are available now here.