Acne Studios ‘creative director Jonny
Johansson chose the British photographer David Sims for the winter ad campaign
due "the way he captures such a specific mood without the need for the usual
narrative or story." The first series of shots that is seen to be a classic fashion one,
featuring the season key pieces, were revealed few days ago, in time to become
an outdoor campaign during upcoming Fashion Weeks. The second "bundle" is set
to be released on digital screens at Harrods later this month, with wild
postings on streetcars in Milan and during the Fiar Art Show in Paris, while
the third and the last one is scheduled for November.
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