Sweden – The latest marketing campaign from luxury fashion house Acne Studios marks a shift in branding from playful imagery featuring Millennial models to a more family-focused approach. The brand has collaborated with Instagram influencers and real-life couple Kaleb Anthony and Kordale Lewis on a photography series featuring the couple and their four children.
As explored in our Neutral Culture macrotrend, Anthony and Lewis featured in Nikon’s 2015 campaign I Am Generation, which was designed to encourage consumers to rethink their idea of ‘normal’. The Acne Studios campaign builds on this idea by acknowledging that the term ‘nuclear family’ encompasses a range of family units and parenting styles. ‘I wanted to portray households of today in all constellations,’ says Jonny Johansson, creative director of Acne Studios.