Charli XCX is making waves in fashion. Swedish cult brand Acne Studios has announced that that Charli XCX is the new face of the label with the reveal of the new Spring/Summer 2025 campaign. Shot by American artist Talia Chetrit, the campaign gives an insight into the life of the performer.
In the campaign, Charli XCX wears a string of iconic pieces from the brand's latest SS25 collection including the coated iridescent and painted trompe-l’oeil denim styles along with the new season's accessories like the Multipocket and Bowlina bag. A matchup that hones in on the artist's confident style and uncompromising attitude, the move to becoming Acne Studios' latest brand ambassador comes after the brand dressed Charli in custom Acne fits for her Sweat tour with Troye Sivan. Charli XCX said in a statement about becoming the face of Acne Studios, "I've been wearing Acne Studios forever in my personal life and the brand has become a really important part of this album, too. I was wearing Acne Studios whilst I was writing this record and I've been wearing Acne Studios on stage throughout my tour. Their clothes are effortless and cool and always make me feel confident. It's a dream to work with the Acne Studios team."
Creative director Jonny Johansson said, "We’re always drawn to personalities and creative energies that are unafraid to explore and challenge the idea of boundaries. What’s fascinating about Charli is how she blurs the lines between underground and mainstream, pulling these worlds together rather than apart, which speaks to me. She makes pop music, but she also has something pretty punk about her. Her influence is a bit like a mood shift – ultimately, she makes space for artists to be a bit more daring, and that’s exciting. Her ability to bring a new perspective and push boundaries in an authentic way is something she does very naturally, which is precisely why she feels so aligned with what we do at Acne Studios."
The SS25 ready-to-wear, accessories and bag collection is now available online.
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