Ryan McGinley shoots the label's new undies.

Creative director of Acne Studios, Jonny Johansson claims he prefers “no underwear” hence the label’s new collection of undergarments is almost exclusively beige and flesh tone.

Brandishing names such as Konrad, Juergen and Harald, the line is comprised of three men’s styles and two women’s, each characteristically simple designs bearing plain cotton and a branded waistband.

It’s the second time the Swedish label has attempted to steal Marks and Sparks’ crown, following a capsule collection of intimates in 2009. This time around though, Acne has Ryan McGinley on board.

Shooting the campaign imagery – as well as a series of short films, below – the American photographer references his recent ‘Yearbook’ exhibition, as brightly coloured backdrops fill each frame.


The shorts that accompany the launch, titled ‘The Underwear Memos’, are cleverly soundtracked by a random selection of voicemail messages.

“Dave you’re a helluva guy and you’re doing a helluva job,” says the shortest, Act III, as a model punches the air in mismatched boxing gloves. Mr Act II meanwhile hopes Petra is feeling better, as a model who appears to feel exceptionally well shakes her hair like she just don’t care.

You can watch the full set here



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