see exclusive images from the new acne studios campaign, shot by david sims

The brand hoped for one story; Sims gave three.

by Matthew Whitehouse
14 September 2016, 2:35pm

Good news for fans of Swedish fashion brands and esteemed British photographers: today, Acne Studios shares more images from its recent collaboration with David Sims.

Following the first part of the label's fall/winter 16 collection — which saw the photographer's images pasted all over Manhattan during NYFW — the latest story continues the theme of seasonal campaign. Sims provides a new take on the traditional fashion shoot.

"I really wanted to do a classic fashion shoot this time," Acne Studios Creative Director Jonny Johansson told i-D. "That's why I chose to work with David Sims. It was such a great experience working with him for the previous campaign [Acne's first ever menswear campaign earlier this year] and I love his more classical fashion imagery."

Doing away with the usual narrative or story in favor of creating a mood for the new campaign, the latest images form part of a trio of shoots that will be rolled out at several global locations, including London's Harrods, Paris's Fiac art show, and across streetcars in Milan.

"David Sims has a very specific expression," continues Johansson. "It was both exciting and interesting for me to give him the freedom to interpret our new collection and see how he explored it by creating stories of his own. I had hoped for one story and he gave us three."

Acne Studios fall/winter 2016 collection is in stores as well as online at now.


Text Matthew Whitehouse

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autumn/winter 16 campaigns