Acne Studios campaign shot by David Sims

Acne Studios campaign shot by David Sims

A Radical Surf inspired collection


Acne’s spring/summer 2016 campaign is inspired by surfing, with creative director Jonny Johansson’s and Photographer David Sims love for the sport influencing this first-time outing for the Stockholm based fashion house.


“I’m obsessed with surfing, and have long admired Robin and his aesthetic,”  say’s Jonny Johansson. With surfing imprinted in the mind the campaign was shot by legendary photographer David Sims, who was famed for shooting fashion for the Face magazine and also Raf Simons menswear collections, over a decade ago; along with fellow surf enthusiast Robin Kegel, who created graphic prints across jumpsuits and cashmere sweaters.

Mimicking the artwork similar to those used on surfboards, it creates a ‘worn everyday’ vibe, with the prints strategically placed to emphasise the surf look.

A collection that showcases talent; featuring black leather shorts with a camel knitted jumper, a black and white graphic jumpsuit and a sky blue ribbed knitwear piece. The models hair was worn in a dishevelled, shaggy chic style with details like yellow filtered aviators to add to the cool vibes of the surf.

“The campaign images were shot in Robin’s studio in Biarritz with David Sims, who is also a surfer. We spent some wonderful days there, both surfing and creating the campaign,” Say’s Johansson. The campaign is set to be used across outdoor advertising in New York, London, Paris and Hong Kong from February-March, leaving you dreaming of the sea. TOTALLY RAD!


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