BREAKING THE WAVES: Acne Studios creative director Jonny Johansson gathered fellow surfers for the Swedish label’s first men’s wear campaign, for its spring 2016 collection.
The advertising images, shot by David Sims, feature surfer Robin Kegel in his Biarritz, France-based studio.
“I have surfed for four years [and] have 50 surfboards,” Johansson told WWD, showing pictures on his handheld of the longboards in his garage in Stockholm. “David is a surfer and an amazing photographer.”
The designer said he wanted everyone on the shoot to be into surfing.
In one image, Kegel appears in overalls sporting the graphic prints scanned from his surfboards and orange sunglasses. In the print ad, the font used for the words Acne Studios looks distorted, as if seen through water.
“For me, it’s about honest design. That comes down to being personal. And if I relate to my friends and [loved] ones, I feel safe and secure,” he explained.
The Acne spring 2016 men’s images are to debut on the brand’s Web site on Tuesday and destined only for outdoor placements, starting with New York on Feb. 1 and during fashion week there, followed by Paris and Hong Kong.