Jan 27, 2016
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Acne Studios works with David Sims for its new advertising campaign

Jan 27, 2016

It is a first for Swedish ready-to-wear apparel brand Acne Studios. Creative Director Jonny Johansson went for a top name, asking British photographer David Sims to shoot for the brand's first advertising campaign centred on a menswear collection (Spring-Summer 2016).

David Sims/Acne Studios

Active since the 1990s, having worked for Yohji Yamamoto and Calvin Klein, David Sims made a name for himself by collaborating with some of the most prestigious labels - Givenchy, Jil Sander, Louis Vuitton and Prada - and with Vogue magazine, for which he has already  created 13 covers.

For Acne Studios' first menswear campaign, Sims' protagonist was surfer Robin Kegel, whom the photographer pictured in Biarritz, France, in his workshop dedicated to surfing, a passion shared by both men.

The brand stated that Kegel has designed a series of prints similar to those of his surf boards, and which have then been used on jumpsuits which are as oversize as Kegel's longboards. The prints are also featured on cashmere sweaters which are deliberately damaged, "as though they were used in the water by a surfer".

The photo-shoot's images will be featured in a poster campaign in New York, London, Paris and Hong Kong, next February and March.

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