An exclusive first look at the reimagining of an Acne Studios icon

Passersby of Acne Studios’ head office, situated in a somewhat nondescript Brutalist building in Stockholm, wouldn’t usually look twice. However, heads are bound to turn from today as the entire exterior is veiled in a striking image of a male nude, elegantly balancing an iconic Musubi bag between buttock and foot.

The image forms part of an intimate new photographic series by Washington-born, New York-based artist Talia Chetrit, captured exclusively on male dancers’ bodies. Chetrit, who was also behind the lens of Acne Studios’ memorable SS18 campaign with Juliette Lewis, was enlisted by creative director Jonny Johansson for 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,” Johansson says.

The Musubi design takes its name from the popular Japanese snack, while the artfully tucked and folded straps are inspired by traditional obi belts. Chetrit saw a different likeness in the design, though, identifying a resemblance to strong masculine form.

Shot on Chetrit’s favourite Nikon 35mm film camera, the series has a provocative effect, but that’s something she’s accustomed to. Her work frequently explores themes of intimacy, domesticity and sexuality, focusing on the overlap of fiction and nonfiction. Turning our gaze to the figures of two male dancers, Chetrit’s series explores the contrasts in tactility and materiality as skin meets leather.

Made in Italy from 100% cow leather, the Musubi comes in four sizes: maxi, midi, mini and micro. For spring / summer 2022, the design has also been reimagined in two new shapes: A Musubi micro tote bag and Musubi shoulder bag.

Acne Studios devotees around the world should keep their eyes peeled, as following its Stockholm debut, Chetrit’s campaign will come to life through outdoor print activations in a number of global cities, including London, Milan, New York, Los Angeles, Miami and Berlin.