On To You Acne.

It was inevitable that the whole block on pursuing summer thoughts would of come to an abrupt end, and who else's SS11 collection would be responsible for that but ACNE. Founded in Stockholm in 1996 by four creatives, Founded in Stockholm in 1996 by four creatives, Acne’s vision was to conceive and develop a lifestyle brand offering highly coveted products. This ambition grew to include ventures in advertising, graphic design, Internet games and TV-productions.



Acne was a pioneer in recognizing the undeveloped opportunities within the denim industry, utilizing this concept to create 100 pairs of unisex jeans. These were featured in Swedish Elle magazine and, before long, Sweden’s leading boutiques clamored to carry the characteristic jeans with bright-red stitching. From here, the foundations of Acne were established.



With confidence from the success of the jeans, Jonny Johansson, ACNE’s creative director, branched out into other design genres. The first full collection was launched in 1998, setting the tone for the brand. The subtle luxury and understated pieces originates from the ethos that clothing should be smart yet personal. This philosophy yields effortlessly stylish results without being overly domineering.



“Fashion is the best form of self-expression. We like to design pieces that together form the coolest wardrobe, but is ultimately wearable. It becomes one way of thinking as individual pieces, but together creates a strong, modern and considered statement.” explains Jonny Johansson, Acne’s Creative Director.



With stores and projects across nine countries, Acne is now recognized internationally as a creative tour de force, unique for its corporate diversity in fashion, graphic design, film production, and advertising, as well as product, business and concept development.
Today the full team consists of over 200, each individual as enthusiastic about the brand as the four founding members.



The SS11 collection displayed modern, structured pieces, with a pale, summery colour palette in the form of dresses, maxi skirts, with detailed body con long sleeve tops perfectly adding to the minimalistic approach. It wouldn't be Acne without the inclusion of some tougher colours, red, black and a hint of mint green. The round shaped sunglasses adorned many of the models, aswell as the controversial 'transparent shoe'



'For SS 11, the general idea from the start was to work with recent aesthetic history as an inspiration. I love something which is a sign of the times, a movement or an artist which typifies an era or a feeling. The challenge of taking something so in people’s design consciousness like tattoos and to work with it and do a modern interpretation of the familiar was very interesting. Taking something which is fashionable right now and using it as a springboard for something new – that seemed like something exciting.' Jonny Johansson, Creative Director and founder of ACNE