Willow Smith stuns in the latest Acne Studios campaign

Paris Fashion Week is just around the corner, and Acne Studios – set to return once again to the runway schedule – is already building up the hype. Ahead of its spring/summer '25 show, the cult Swedish brand called on musician, actor and director Willow Smith to frontline its campaign. Lensed by Jordan Hemingway, the campaign dips further into the futuristic and mechanical spirit of Acne’s AW24 show, where Smith is seen dressed in timeless leather and denim looks from the collection, infusing them with her signature tranquillity and strength.

Smith, who sat front row at the AW24 show in Paris and regularly incorporates the Stockholm-based brand into her wardrobe, has been endorsed by Acne Studios' discerning creative director as "a cultural icon". “I love creative talents in any field. Especially musicians as music is such a big part of my life,” says Johansson, on why Smith was the ideal artist to embody the collection. “Willow Smith inspires me as her creative style perfectly aligns with the Acne Studios commitment to individuality and nonconformity.”

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Exuding serenity and strength, Smith wears the archetypal leather and denim that defined the AW24 collection, clutching the season's stand-out bags as first spotted on the runway (including the new iterations of the 'tool bag' and 'bowling bag'). It's a pivotal moment for Smith, who is currently promoting her sixth studio album Empathogen. “The Acne Studios AW24 show in Paris was such a vibe,” she says. “From the collection and show creative to the team who made me feel at home. This campaign feels so genuine to both Acne Studios and myself. Our collaboration felt so natural from start to finish, I really can’t wait for this campaign to live in the world.”

Smith’s appearance in the campaign is just the beginning of a series of activations that will celebrate Acne Studios’ new partnership with Spotify. The collaboration between Swedish duo was conceived this year as a way to celebrate, amplify and create stages for artists to express their multi-dimensional creativity.

The AW24 collection is available in Acne Studios stores worldwide and online at acnestudios.com