Many professed the end of brat summer and wondered what new personality we’d be wearing this fall. Well, apparently it’s still a very much brat autumn judging by Acne Studios new campaign. Lensed by Talia Chetrit, the Swedish brand taps Charli xcx in a new move that further strengthens their long-time relationship.
The lime green phenomenon aka brat has gotten the British pop star seven nominations at the 2025 Grammy Awards as well as different campaigns, magazine covers, and the Sweat tour together with her friend, Troye Sivan. Now, Charli xcx also lands this new brand campaign by Acne Studios, which portrays her in a different light — one that bridges domesticity, intimacy, sexuality, and distortion.
Speaking of her relationship with the Swedish brand, the singer says: “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.”
In the new campaign, we can see Charli sport remarkable pieces from the Spring/Summer 2025 collection, including the coated iridescent and painted trompe-l’oeil denim styles, as well as new season accessories including the Multipocket and the Bowlina bag — all of which are available online as of today.
Jonny Johansson, Creative Director of Acne Studio, says of this new collab: “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.”
