Hot after its recent 2016 spring/summer runway show at Paris Fashion Week, Acne Studios has announced that it will be unveiling a surf-inspired campaign shot by esteemed photographer David Sims. No stranger to producing buzz-worthy campaigns (you might recall the gender-defying womenswear images of last year, featuring creative director Jonny Johansson’s 11-year-old son), the Swedish label’s first menswear campaign will feature surfer Robin Kegel. In describing the direction of the advertisements, Johansson told WWD, “I have surfed for four years [and] have 50 surfboards. David is a surfer and an amazing photographer.”
Although the pictures won’t be launching on the brand’s website until Tuesday, we can expect to see plenty of surf-derived influences. In the preview, we see Kegel sporting vibrant orange sunglasses, worn alongside a top embellished with a graphic print scanned from one of his surfboards. The text in the print ad is also heavily distorted, yielding an effect of being seen underwater that continues alongside the campaign’s motif. You can check out the official ad images at Acne Studios online when it debuts tomorrow.