A screen shot from the Acne video.
David Olsson is seen in a foetal position, nestled on top of fellow Acne manager Victor Press, for the film clip which recreates the famous magazine cover featuring The Beatles' frontman John Lennon and his wife Yoko Ono. The legendary original pose was snapped by Annie Leibowitz in 1980.
Acne photographer John Scarisbrick produced the new moving image ahead of a conference on time and innovation in Val d'Isere in France later this week, when Olsson and Press will talk about the influence of Swedish companies and inventors.
“We chose the Rolling Stone cover since the picture is an immortal icon that will live forever,” Olsson told The Local.
Asked how he felt creating the image, he joked: “I realised pretty quickly that John Lennon must have been very agile!”
The firm posted a video clip on Twitter on Tuesday alongside the suggestive caption “Wanna come?”.
Olsson is the Managing Director and one of the founding partners of Acne Group, the Swedish-born giant best known globally for its jeans and other fashion wear. The Stockholm-based firm also leads projects in advertising, film, photography and gaming.
“The summit is about time. We will talk about time and Swedish innovations throughout history,” explained Olsson.
Other speakers at the event, called Les Napoleons, include Didier Rappaport, the CEO of French-born dating startup Happn and Thibaud Simphal, Director General of Uber.