A front-row ticket to fashion week is typically reserved for A-list celebrities who’ve had their fair share of successes. Imagine our surprise when K-pop girl group ILLIT made an appearance on the front row of Acne Studios’ Fall/Winter show at Paris Fashion Week before their official debut. You might ask, who exactly is ILLIT and why have they been invited to the most prestigious fashion event of the year?
To sate your curiosity, ILLIT is a South Korean girl group formed by HYBE’s sub-label, BE:LIFT LAB comprising Yunah, Minju, Moka, Wonhee and Iroha. The group name is derived from the phrase ‘I will be it’ which affirms the girls’ capacity to become anything if they will it. The quintet did not skyrocket to stardom overnight; they were participants in JTBC’s survival reality competition, R You Next? which aired last September. Their spectacular performances not only secured them a spot in the finals but also cultivated a substantial fanbase even before their debut.
Shortly after making a splash at Paris Fashion Week, ILLIT was unveiled as the new face for Acne Studios’ Spring/Summer 2024 campaign. Expect the girls to be decked out in finery from the Stockholm-based fashion house in key appearances and performances throughout 2024.
This is not the first time Acne Studios has collaborated with rising stars for their campaigns, having previously featured Yves Tumor and Juliette Lewis. Jonny Johansson, the Creative Director of Acne Studios has always believed that music and fashion go hand in hand, with both art forms being an integral part of his life. “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 Johansson in a statement from the brand.
Photographed by Charlotte Wales and styled by Léopold Duchemin, the campaign paints a stunning vision of an iridescent pastel dream showcasing ILLIT dolled up in emblematic denim ensembles, bringing to mind Y2K fashion with an edgy twist. The campaign also spotlighted its Multipocket bag, a signature piece of Acne Studios’ recent collections. Available in baguette and micro sizes, its double-bow detailing is bound to captivate followers of the coquette aesthetic.
ILLIT regards the partnership with the global fashion house to be a tremendous honour. “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. Acne Studios’ SS24 campaign is now live across global channels, advertising and in stores.
Be sure to watch out for ILLIT’s debut EP, Super Real Me with Magnetic serving as the lead single, slated for release on 25 March 2024.