The label taps David Sims for its first ever menswear campaign.

Several months before Louis Vuitton dropped its SS16, Jaden Smith starring, womenswear campaign and the gender fluid thinkpieces gained a new layer, Acne Studios had already tapped Jonny Johansson’s son as a womenswear star (here).

Fast forward four months and the Swedish label has just released its debut menswear campaign, shot by acclaimed lensman David Sims and fronted by the surfer Robin Kegel.

Described by Vogue as “a Californian-born, Biarritz-based surfer who cuts his own hair and shapes his own boards,” Kegel not only stars in the campaign but was likewise responsible for creating many of the graphic prints featured in the collection.

As the creative director asserts, “I’m obsessed with surfing, and have long admired Robin and his aesthetic. The campaign images were shot in Robin’s studio in Biarritz with David Sims, who is also a surfer.”

The influence of the ocean is evident in the aforementioned designs, with wavy shapes falling down tops and boiler suits; elsewhere in the campaign retro sunglasses reference summer and all that is encompasses. 

www.acnestudios.com

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