The influence brought by Korean Wave stars in recent years has deeply impacted various industries, with many fashion brands leveraging their promotional power by inviting them to appear in advertisements or even serve as brand ambassadors. Acne Studios’ 2024 Spring/Summer campaign features the rising K-Pop girl group ILLIT!
ILLIT is the latest girl group from BELIFT LAB, a subsidiary of the Korean entertainment company HYBE, consisting of five members YUNAH, MINJU, MOKA, WONHEE, and IROHA formed through the 2023 audition program “R U Next?”. The name ILLIT is a combination of the phrase “I will,” representing independence and adventurous spirit, as well as the pronoun “It,” symbolizing “unique things.” They will officially debut on March 25 with their first mini album “SUPER REAL ME.”
ILLIT has become a fashion darling even before her formal debut. This advertisement marks the beginning of their collaboration, following their appearance at Acne Studios’ Fall/Winter 2024 show in Paris last month. They have also hinted that they will be wearing Acne Studios for important events and stage performances throughout the year.
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Acne Studios Creative Director Jonny Johansson said: “We are willing to collaborate with them at the beginning of their career and grow together. Music is a very important part of my life, often inspiring me, and music and fashion are closely related. K-Pop is currently in the spotlight, and we have always been very supportive of emerging talents, which is also an important step for Acne Studios towards the new generation.”
The 2024 Spring/Summer collection ad was shot in London, lensed by Charlotte Wales, and styled by Léopold Duchemin, with a soft and vibrant visual style. ILLIT showcases the new collection’s signature pieces and accessories, as well as the brand’s iconic denim collection.
ILLIT, formed by BELIFT LAB, expressed: “We are honored to collaborate with the global fashion brand Acne Studios before our official debut. This European trip for the London project is our first team activity as a group, and it feels wonderfully dreamlike. We are thrilled to kick off a new chapter with Acne Studios and look forward to the response to this advertisement. We hope to spark something unique and showcase the best of ILLIT and Acne Studios.”
