g. product (p

products

Acne Studios takes great pride in the products they put out. Famous for their 5 pocket raw denim jeans, they now have a wide range of styles with different cuts, lengths and fits. The Bla Konst collection, ‘blue art’ in English, consists of unisex jeans. This is an attempt from the creative director to go back to the core of Acne Studios DNA and honor denim. The brand’s first jeans style dating from 1996 are re-surfaced in this collection.

strindberg collection

The Women’s Spring / Summer 2020 collection was a tribute to August Strindberg, a famous swedish writer, playwright and painter. “I love August Strindberg’s paintings of nature. It’s like nature was the answer for him. When you use them as prints, they become abstract.’ (Acne press Release, 2020). Printed Organza shirts, oversized blazers, and linen dressed from the collection are an ode to some of August Strindberg’s paintings: “Underlandet” (Wonderland), “Svartsjukans natt” (The Night of Jealousy) and “Den ensamma giftsvampen” (The Solitary Toadstool).

Jonny Johansson’s sensitivity for art is translated into many other collections. For example, the resort 2016 collection is entirely influenced by cubism. By producing fashion-forward garments, the brand continuously invites customers to consider fashion as an art.

Acne Studios distils the Scandinavian style and mindset. The creative director is versatile and can also deliver simpler collections, offer timeless pieces that he knows will please his customers. The quality and the branding are what often pushes his clientele to buy. His seemingly anonymous brand comes in contrast with his infamous ‘millennial pink’ packaging and bags. “Do I feel responsible for starting something like millennial pink? The truth is, a few years ago, I was working late and I had a food wrapper next to my computer in that colour. I liked it, so we made the bags in it.” (Morwenna ferrier, 2018). The branding of Acne Studios has in itself become a major selling point and an added value to the clothes: the pink shopping bags are resold on diverse platforms such eBay and Depop

new proposed product

content

- the brand’s growth/journey - acne studios ideologies - the ‘it products’ from acne - lookbooks to show a garment’s versatility - ‘must see’ boutiques of acne once the pandemix is over - the brand’s archives -what inspired the creative director -minimalist maximalism

at home at home

AcnePaper 16th issue