Acne Paper

‘The fashion industry is sensitive to visual communication & understands & values it’s importance in order to create & develop a look, a feeling or a brand.’
Jansson, J





‘The fashion industry is sensitive to visual communication & understands & values it’s importance in order to create & develop a look, a feeling or a brand.’

Acne is an ackronym for ‘Ambition to Create Novel Expression.’
Not to be confused with the skin condition, which if is their intention, to create play on words it could relate back to the image conscious fashion industry?

The Acne Art Department team, based in Stockholm are key to the Acne & Acne Jeans brand management & are responsible for all of their creative branding.
Although the brand is not quite up with the luxury brands like Gucci or Prada, the visual language they deploy reflects their balance between sophistication and commercial realties.

Six years ago, AAD launched their seasonal fashion magazine called ‘Acne Paper’ that is released along side their collections. The paper without a doubt is a highly effective piece of self promotion for both the brand and their studio, but it also acts as a mood-board of inspiration based around their collection, displaying concepts, development stages & thought processes rather than specific products that have been released.

It seems their aim is to enrich their followers in the intelligence and self-awareness behind the brand & the collective.

The Summer 2011 Issue, (pictured below) with a title like ‘Youth’, Acne could of easily focused on today’s fickle generation of ‘LIKE OMG HOT SCOOP’ model SLASH actors SLASH DJs SLASH bloggers. But instead they have written profiles & researched/ interviewed young filmmakers, classic musicians & performers that are very much how I imagine a young Kubrick or Beethoven to of thought like back in their prime.

In short, what is prominent in this issue is that Acne Paper are focusing on artists that are becoming maligned with less of a media forum to have their talents promoted. The emphasis is on the younger generation involved in the arts of ‘traditional’ sense.

There’s also a few editorials dotted about in between the interviews & case studies, with a heavy emphasis on a mood, a persona or on the way the clothes interact with the model rather than the clothes themselves.

This is a strong showcase for all of those involved for all of those involved & under the ‘Acne’ umbrella.



























You can read the whole thing online, or if like me you would like to buy this issue follow the links below.

www.acneartdepartment.se
www.acnestudios.com