Behind the Universe of Acne Studios

This week we are diving into the universe behind Swedish fashion house and my absolute favorite; Acne Studios. 

Acne Studios is what Scandinavian avant-grade dreams are made of. 

If you’ve never heard of Acne Studios before I bet you’ve seen their signature millenial pink packaging. 

Courtesy of Acne Studios

It all started back in 1996 when a group of entrepreneurs founded ACNE, a multidisciplinary firm that focused on graphic design and film. Today Acne Studios is known for their denim as it was jeans that started it all. Johnny Johansson decided to design 100 pairs of jeans with a red stitching which he gave way to friends and family. Soon after the jeans gained notoriety and launched him into the faschon scene. In 2006 he decided to separate from ACNE and founded Acne Studios, the brand we know today. 

From the ugly pink hue to the controversial name, Johnny set his brand to become a haven where fashion meets architecture, design and street culture. He decided to keep the name as it challenges people to create new concepts of ideas and words and look at how beauty can be reimagined. 

Courtesy of Hypebae

Johnny embarked on his fashion journey at a very young age and with the help of celebrities praising his designs like Sofia Coppola did on Vogue, he carried Swedish design to global markets. 

Acne Studios carries a range of ready-to-wear clothes, shoes and accessories. In true Scandinavian from they are aiming to create a safer work space and practice. Since 2018 it has been part of the Fair Wear Foundation which monitors and help improve companies labor conditions. 

Courtesy of Hypebae

Courtesy of Vogue

Acne Studios at its core is minimalistic with a touch of street culture aesthetic and design. Their clean approach is reflected in their sober color palette of neutral tones and light pastels. To further understand Acne Studios one should step into one of their stores and will immediately be taken aback by the lighting, the architectural furniture line-up and details that transports you to what could be a Swedish style contemporary museum. Especially their flagship store located in Paris which was designed by Architectura-G and inspired by Stockholm’s skating parks. 

Acne Studios Shibuya store

Let’s take a look at some of Acne Studios past collections and their takeaways for this upcoming season. 

Acne Studios is known for their experimental approach and in this collection they merged it with futuristic ideas. We see a lot of contrasting techniques and materials, combinations of chiffon with leather, plaid on lingerie and layering between knits and corsets. The color scheme stays in the line of neutrality with browns, beiges and creams. 

Part of the experimentation is the visual contrast between lightweight silhouettes next to structural body fitting pieces. Corsets are a key protagonist styled with deconstructed skirts, knits and sheer dresses. 

Scandinavian style is a strong trend that will continue to rule this season's style. So take notes and remember to experiment with layers, volumes and textures.