Acne Studios Explores Intimacy and Sexuality in Musubi Bag Campaign
Created by artist Talia Chetrit.
Acne Studios has enlisted American artist Talia Chetrit to spotlight its signature Musubi Bag in a new campaign.
The visuals capture the handbag on the bodies of male dancers. A continuation of Chetrit’s work frequently exploring themes of sexuality and intimacy, the series highlights the Musubi, which the artist believes to resemble yet contrast the male nude at the same time. The brand’s creative director Jonny Johansson spoke of the project: “I have long admired the work of Talia Chetrit because she treats everything in a singular, very personal way. This project was her idea entirely — we just sent her some bags to photograph as she wished.”
The Musubi, inspired by the traditional Japanese obi sash, comes in four sizes: maxi, midi, mini and micro. The style is offered in new micro tote bag and shoulder bag iterations for the Spring/Summer 2022 season.
The image series have launched as outdoor print activations across New York, Los Angeles, Miami, London, Milan and Berlin. In celebration of the campaign, Acne Studios has also debuted a special installation inside its Stockholm headquarters at Floragatan 13, where the images are displayed on the façade as well as the interior.
Peep Acne Studios’ latest Musubi Bag campaign above.
