As the brand Acne Studios celebrates its 30th anniversary, founder and creative director Jonny Johansson has embraced a new aesthetic – Establishment chic.
From its humble beginnings as a denim brand in 1996, Acne Studios has evolved into a global fashion powerhouse known for its innovative designs and unique take on Scandinavian minimalism. And as the brand enters its fourth decade, Johansson has taken inspiration from the past to create a new look for Acne Studios.
The term “Establishment chic” may seem like an oxymoron, but for Johansson, it perfectly encapsulates the brand’s evolution. It represents a fusion of traditional and modern, a balance of classic and cool. And with this new direction, Acne Studios is setting itself apart from other contemporary brands.
Johansson’s vision for the brand is to bridge the gap between the old and the new, creating a harmonious blend of styles that will appeal to a wide range of customers. He believes that fashion should not be limited to one particular age group or style, and with this ethos, Acne Studios has found a new way to appeal to both the young and old.
In a recent interview, Johansson explained the inspiration behind the new direction for Acne Studios. “I wanted to bring a sense of sophistication and timelessness to the brand. The idea was to create a look that exudes confidence and authority, but with an edgy twist.”
And this is exactly what Johansson has achieved with the new collection. The garments are imbued with a sense of elegance and refinement, but with unexpected details and unique silhouettes that give them a modern edge. It’s a refreshing take on classic styles, and one that has already captured the attention of the fashion world.
The collection features a mix of tailored separates, oversized coats, and statement accessories. The color palette is predominantly neutral, with pops of bold colors and prints interspersed throughout. And while the pieces may seem simple at first glance, it’s the attention to detail and quality craftsmanship that sets them apart.
But it’s not just the clothes that have undergone a transformation. The brand’s marketing and branding have also evolved to reflect this new direction. Gone are the quirky and tongue-in-cheek campaigns that Acne Studios was known for. Instead, the brand has taken a more serious and sophisticated approach, with a focus on timeless elegance and luxury.
And it seems that this change has been well received. The fashion industry has taken notice, with critics and customers alike praising Acne Studios’ new look. The brand’s recent Fashion Week show in Paris was met with rave reviews, and the new collection has been flying off the shelves.
But perhaps the most exciting aspect of the new direction for Acne Studios is the way it challenges the status quo in the fashion world. In an industry that often prioritizes youth and novelty, Johansson’s embrace of Establishment chic is a bold statement. It proves that fashion can be both timeless and relevant, and that there is no age limit to style.
As Acne Studios celebrates its 30th anniversary, it’s clear that the brand is entering a new era. With Jonny Johansson at the helm, Acne Studios is redefining itself and the fashion landscape. And with its newfound focus on Establishment chic, the brand is poised to continue its success for another 30 years and beyond.
