Paris Fashion Week is just around the corner, and Acne Studios—returning once again to the runway schedule—is already generating buzz. Ahead of its Spring/Summer '25 show, the cult Swedish brand has enlisted musician, actor, and director Willow Smith to front its latest campaign. Shot by Jordan Hemingway, the campaign delves deeper into the futuristic, mechanical vibe of Acne’s AW24 show, with Smith showcasing timeless leather and denim pieces from the collection, infusing them with her signature tranquility and strength.

Smith, who sat front row at the AW24 show in Paris and frequently incorporates the Stockholm-based brand into her wardrobe, has been hailed 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, explaining why Smith was the perfect fit to embody the collection. “Willow Smith inspires me because her creative style perfectly aligns with Acne Studios' commitment to individuality and nonconformity.”

Exuding both serenity and strength, Smith wears the signature leather and denim pieces that defined the AW24 collection, holding the season's standout bags, including updated versions of the ‘tool bag’ and ‘bowling bag,’ first seen on the runway. This moment is significant 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 authentic to both Acne Studios and myself. Our collaboration felt natural from start to finish, and I can’t wait for it to be shared with the world.”

Smith's role in the campaign marks just the beginning of a series of activations celebrating Acne Studios' new partnership with Spotify. This collaboration, launched this year, aims to amplify and create platforms for artists to showcase their multi-dimensional creativity.

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