The Seasons BLOG

6th April 2011

ACNE: Ambition to Create Novel Expressions

Acne began in 1996 by the companies now creative director Jonny Johannson and three of his closest friends who all shared the same vision of creating and developing a 'lifestyle brand' rather then a fashion label. Johannson explains, "We wanted to be on the outside. But, of course, you end up in the heat of it eventually."

The clothing line launched with the companies decision to unleash 100 pairs of unisex jeans amongst friends, family and clients. Within a year the jeans had featured in Swedish Elle magazine and the foundations for Acne jeans had been set.

Now, they sell on average about 300,000 pairs of denim a year, along with a wide range of clothing. This range has a rebellious attitude towards fashion, and the collections have a feel of someones wardrobe; cool and personal. The result is that nothing dominates anything else, yet every piece is effortlessly stylish. It sounds simple enough, but keeping fashion subtle yet aspirational is a difficult balance that is still lost on some design houses.

The clothes are made out of luxurious fabrics that compliment the body, from beautifully crafted leather skirts to flowing maxi dresses and brilliant basics. Acne has clearly established itself as a brand with its finger on the fashion pulse and an eye for creating items that will fit perfectly into any wardrobe. Here at Seasons we are particularly excited by the stunning floor length maxi dresses and beautiful sheer oversize blouses both perfect for wearing day or night and definitely a staple for the Summer. We find that the fact that the brand is Swedish in origin shines through in the beautifully cut pieces. Johansson describes the brand as a 'hybrid of Swedish craftsmanship and functionality', which sums up Acne beautifully.

The brand power of Acne is huge. Acne is an acronym for Ambition to Create Novel Expressions, and the word is now just as strongly associated with the fashion brand as it is with its slightly less appealing meaning familiar with many a teenager around the world. This change in perception of a word just goes to show how Acne is a brand to really watch as it continues to grow globally, selling in over 650 stores and 45 different countries with many more to come.

The brand has also accumulated a strong following of style icons such as Alexa Chung, Chloe Sevigny, Sofia Coppola and new British talent Jameela Jamil.

Acne also creates short films, advertising, a bi-yearly magazine called Acne Paper, art and toys. "A multi-disciplinary collective where art and industry meet."

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