Acne Studios introduces new campaign for the Spring/Summer 2024 season featuring ILLIT, a rising K-Pop girl group. ILLIT will finally release their long-awaited debut mini album SUPER REAL ME on 25 March under the HYBE LABELS and BELIFT LAB. Consisting of five members Yunah, Minju, Moka, Wonhee and Iroha, the group is set to capture Gen-Z’s attention with their unique magnetism.

As the start of a partnership with the group, ILLIT sat front-row at the Fall/Winter 2024 catwalk show in Paris on 28 February and it is expected the group will continue to be seen dressed in Acne Studios for key appearances and performances throughout 2024.

“Music is a big part of my life and often inspires me; music and fashion are so intertwined. Right now, it is all about K-Pop. We loved the idea of working with a band from the start of their career and growing with them. We have always supported and championed up-and-coming talents, so this felt like the right way to go about it for a new generation,” says Jonny Johansson, Creative Director, Acne Studios.

Photographed in London by Charlotte Wales and styled by Léopold Duchemin, the pastel-drenched campaign is soft-focus and sparkling, depicting ILLIT in key looks and accessories from the SS24 runway along with emblematic denim styles. Still life images captured in a similarly nostalgic style depict the Multipocket bag, a new Acne Studios icon, in both the baguette and micro sizes, alongside the Platt mini shoulder bag.

“It is such an honor to be able to work with a global fashion house like Acne Studios even before our official debut. The shoot in London was our first group trip to Europe, which felt like a dream. We had so much fun discovering new places. We’re very excited to see how the campaign will be received, and we hope our chemistry will highlight the best sides of both ILLIT and Acne Studios,” says ILLIT through BELIFT LAB.

The campaign featuring ILLIT launches across global channels, advertising, online and in stores on 14 March 2024.