If you’ve been on social media in the last four to five years, or simply aren’t living under a rock, you’ve likely seen the bag carried by icons like Kylie Jenner and Bella Hadid.

A woman with wet, curly black hair squatting against a plain background, wearing loose blue jeans and holding a small snakeskin-patterned handbag.
Black leather handbag with bow details and a top handle.

That bag?

Practical Aesthetes

People in their 30s who work in interior designer for exemple. They value functionality, comfort, and sophistication. Their ideal luxury bag combines practical innovation with premium quality.

The Multipocket Bag from Acne Studios.

Yet, despite Acne Studios’ increasing international presence, there’s one glaring omission in its reach: South America. Specifically, Brazil, a country celebrated for its breathtaking landscapes and vibrant culture, remains untapped.

Brazil, however, is emerging as a fashion trendsetter. Two years ago, we saw São Paulo’s streetwear influence explode globally with the rise of Brazilian soccer jerseys and their bold colors. This makes São Paulo a strategic entry market for Acne Studios.

Three photos of women in urban settings. The first shows five women with some covered faces, standing on a street with colorful buildings; the second features a woman with short hair in a checkered dress, with laundry hanging overhead, in front of a building; the third depicts a woman with curly hair holding a drink, standing on a small balcony in a cityscape.

Brazil’s luxury handbag market is booming.

Competitors like Loewe, Celine, and Bottega Veneta have strong visibility. Local brands like Arezzo and Schutz offer trendy, affordable options. Acne Studios stands apart by resisting seasonal fads — our bag isn't flashy, it’s smart. It's about design integrity, not logos, appealing to a rising class of Brazilian consumers who seek understated sophistication.

In São Paulo, I propose focusing on two key consumer segments

Black leather handbag with bow details and a top handle

Our audience lives in São Paulo’s upscale neighbourhoods: Jardins, Vila Madalena, Pinheiros. Aged 25–40, they are high-income, globally influenced, and digitally fluent.

Both use fashion as a form of intentional identity — the Multi Pocket Bag fits seamlessly into that lifestyle.

Black leather handbag with a magnetic charging pocket and a removable power bank attached magnetically.
Black leather handbag with bow accents and a metal handle

Style-Conscious Trendsetters

Individuals in their 20s who work in fashion content creation on Instagram and Tiktok for exemple. For them, aesthetics, design, and staying on-trend are everything.

2 new innovations

Small green leather pouch with Brazilian cultural symbols, including a Christ figure, Amazon leaf, toucan, and tropical flowers, attached to a keychain with perfume charm.
A woman holding a puppy with long curly hair, standing indoors in a sports jersey. She is wearing a green and yellow sports jersey with the number 10, and has long curly hair. She is sitting next to a woman with afro-textured hair wearing a yellow sports jersey with the number 10, and holding a puppy. The middle shows a smartphone screen displaying an Instagram profile of Juliana Nalu, a model with black-wavy hair and a verified account.

When it comes to the spokesperson, my first choice would be Juliana Nalú.

Brazilian Model, content creator and business entrepreneur, she's been the Brazilian fashion reference for the past 2-3years with almost 900K instagram followers. 

To introduce the Multipocket Bag to Brazil, I propose

December

A high-profile pop-up launch event in São Paulo’s luxury district, Jardins. The event would include:

  • A short film screening featuring Júliana Nalu: The short film follows Júlia Nàlu as she transitions between Stockholm and São Paulo, showing how the Acne Studios multipocket bag fits every part of her life. In Stockholm, it offers a sense of comfort and calm after a long day. In São Paulo, it moves with her through vibrant streets and carefree moments with friends. Back at the Acne Studios office, the bag—now personalized with her travel mementos—becomes a symbol of both style and story. The film ends with a clean logo reveal, highlighting the brand’s minimal, global identity. 

  • Interactive stations, where guests can customize their bags with brazilian inspired charms. 

  • A vibrant lounge experience, complete with Brazilian music and cuisine.

Inside a stylish Acne Studios retail store with blue textured walls and flooring, pink display shelves, mannequins, and clothing accessories on pink shelves.
A collection of colorful keychains, charms, and accessories laid out on a surface. The items include enamel and plastic chains, heart-shaped leather tags, and a small plush panda toy.
Interior of a retail store with pink walls and columns, displaying clothing and accessories, with the sign 'Acne Studios'.
Screenshot of a screenplay describing scenes in Stockholm and São Paulo, featuring a woman in minimalistic hotel attire, examining charms, and watching a video with branding elements of Acne Studios.

January

  • Photoshoot posted  

  • Short ad film posted and would start being played as youtube ads and on cable tv as well

  • Print ads would start appearing on Vogue Brazil and Harper Bazaar

  • Billboards would also start appearing in sao paulo.

February

  • Júliana and other influencers will create “What’s in my bag” or GRWMs content to spotlight the bag’s functionality, reaching millions of potential customers​​.

This strategy ensures Acne Studios doesn’t just enter the Brazilian market—it makes a statement.