The latest in a series of moves tapped into the cultural zeitgeist, Acne Studios just unveiled that its spring/summer '24 campaign is fronted by buzzy upcoming K-pop girl group ILLIT. Creative director Jonny Johansson talks us through the casting decision
Hoards of crowds gathered outside Acne Studios' latest runway show at Paris Fashion Week – some simply for the fashion spectacle itself, but most to catch a glimpse of the K-Pop girl group ILLIT: comprising of five members Yunah, Minju, Moka, Wonhee and Iroha. The craziest part? The Generation Z fan-favourite group are yet to even release music, with their debut mini album Super Real Me set to drop on 25th March.
Just weeks after the front row appearance, the five ILLIT members have now been unveiled as the stars of the Swedish brand's spring/summer '24 campaign – setting the foundations for a partnership that will see the group dressed in Acne Studios for their performances and outings throughout the course of 2024. "We loved the idea of working with a band from the start of their career and growing with them. We have always supported and championed up-and-coming talents, so this felt like the right way to go about it for a new generation," says Jonny Johansson, creative director of Acne Studios. “Music is a big part of my life and often inspires me; music and fashion are so intertwined. Right now, it is all about K-Pop," he adds.
Photo: Charlotte Wales
Photo: Charlotte Wales
Photo: Charlotte Wales
Shot in London by Charlotte Wales and styled by Léopold Duchemin, the ILLIT stars sparkle in soft-focus pastel tones, dressed in key looks and accessories from the runway along with emblematic Acne Studios denim styles. “It's such an honour to be able to work with a global fashion house like Acne Studios even before our official debut,” ILLIT says via Belift Lab, the talent machine behind the K-Pop girl group.
"The shoot in London was our first group trip to Europe, which felt like a dream. We had so much fun discovering new places. We’re very excited to see how the campaign will be received, and we hope our chemistry will highlight the best sides of both ILLIT and Acne Studios," they say.
Photo: Charlotte Wales
The buzzy casting follows Acne Studios' choice of Kylie Jenner and Devon Aoki as the protagonists of previous campaigns – both of which caused strong ripples across pop culture. With ILLIT's collective fervent fan following of millions and impending album drop, this is a team-up that is set to have tidal wave effect.