Acne Studios introduces the Fall/Winter 2024 campaign, fronted by musician, author, and creator Willow Smith. Lensed by New Jersey-born photographer Jordan Hemingway, the campaign extends the futuristic, mechanical mood of the FW24 show. A series of intimate portraits and videos depicts Willow dressed in timeless leather and denim looks from the FW24 collection, infusing them with her signature serenity and strength.

Picking up on the subcultural currents associated with archetypal leather and denim which fuelled the FW24 collection, Willow embraces and enhances the empowering mood of the season. Dressed in strong feminine silhouettes, where sculpted curves are freshly imbued with a tough attitude, Willow is captured in graphic poses against the backdrop of a metallic set. The campaign is styled with accessories from the FW24 runway, including the Multipocket ‘tool bag’, revisited for the season in tactile new crinkled and studded iterations, and the Bowlina ‘bowling bag’, reworked with a metal plaque and reimagined in multiple sizes.

Willow has a collaborative relationship with Acne Studios, having attended the FW24 show in Paris. Regularly incorporating pieces into her wardrobe, she recently wore a look from the FW24 show for the LA premiere of ‘Bad Boys: Ride or Die.’ She is currently promoting her sixth studio album ‘Empathogen’.

The Acne Studios FW24 show in Paris was such a vibe, from the collection and show creative to the team who made me feel so at home. I am so grateful for the experience – my favorite memory might just be the impromptu jam session in the basement of the bar at the after-party. This campaign feels so genuine to both Acne Studios and myself, not just the clothing – although the oversized shearling jacket made me feel so good – but who they work with and how they do it. Our collaboration felt so natural from start to finish, I really can’t wait for this campaign to live in the world,” says Willow Smith.

An independent spirit, Willow was the ideal artist to embody the strength of the FW24 collection while cementing Acne Studios’s connection with the music world. “I love creative talents in any field, especially musicians as music is such a big part of my life. Willow Smith inspires me as her creative style perfectly aligns with the Acne Studios commitment to individuality and nonconformity. As a cultural icon, especially among younger audiences, Willow embodies the authenticity that we celebrate. She was a perfect fit for our FW24 collection,” says Jonny Johansson, Creative Director, Acne Studios.