ACNE STUDIOS BLÅ KONST DENIM AD CAMPAIGN
Denim reborn, refreshed and reimagined, Acne Studios has relaunch its entire denim line to ...
April 17, 2017
Denim reborn, refreshed and reimagined, Acne Studios has relaunch its entire denim line to become Acne Studios Blå Konst. This is a deeply personal collection from a creative forum at the heart of the brand.
“We have taken this step because I wanted to create a free space for us, running parallel to our regular collections. This is what Acne Studios Blå Konst will be. Our denim will be like a study, always evolving and moving forward,” says Jonny Johansson, Creative Director.
The new permanent range of Acne Studios Blå Konst is an investigation in denim, and will be joined by seasonal collections that explore what inspires Jonny Johansson personally right now. The new collection will entirely replace all Acne Studios existing denim as of April 6th.
The permanent offering centres around six styles of jeans; one baggy, straight and skinny style for men and the same for women. Each style has been designed from scratch, with details specific to the range. There are also reimagined denim jackets, like the slender fit with chest pocket flaps removed for a leaner silhouette, as well as denim shorts and skirts.
For the first seasonal collection, Acne Studios Blå Konst looks at ideas of the Swedish outdoors and the functionality of the artist’s uniform.
“I love to bring a basic and universal staple wear from underdog position to an artistic level. I see the wearer as an artist, as she patiently crafts her own garment into something distinct. I also spend so much time in the Swedish countryside, and love the clarity of what you wear then,” says Jonny Johansson, Creative Director.