Before cross-media synergies was the buzz phrase du jour, Acne Jeans creative director Jonny Johansson set out a mandate in 1996—as one of the founders of Acne—to build a company that would produce a mélange of creative endeavors and capitalize on them all.
Outside of its home country of Sweden, Acne Jeans may be best known for its skinny, selvage denim and scenester fashion collections, but Acne, the parent company, is a prolific creative services entity with diversified interests, from fashion to film production to graphic design to advertising.
“Whatever it is that we produce at Acne, we try to bring something unique to the customer, something that is Acne in essence,” Johansson says from a pre-season vacation in Thailand late last year. “Working as a creative collective helps us do this, because, instead of being a one-man band, we are able to benefit from each other’s experience and differing backgrounds.”
The overlapping, Johansson adds, only buoys Acne’s ability to tap into street undercurrents that are primed to become trends.
“To avoid the fashion collections becoming entropic, we feel that it is important to keep our horizons as broad as possible,” Johansson says. “Through working with other media such as publishing, architecture, furniture or whatever it may be, the clothing produced becomes one part of a sort of Acne universe.”
That universe includes Acne Films, which, since 1997, has produced a series of commercials in collaboration with some of the world’s top advertising agencies. An offshoot, Acne Fiction, has begun to embark on TV development and recently produced a 30-minute comedy sketch show that made its debut on Swedish television to strong reviews.
“Our commercial background has given us a different angle to traditional film companies and has worked in our favor,” Johansson says. “It means we are not limited to the traditional ways of working that exist within the film industry.”
Both TV and feature-length projects are set to film this year, including an independent road movie that is based on a true story.
While Johansson may like to think of Acne as a universe, ideas usually emerge from a much smaller space: the coffee machine.
“The mere physical presence of our Acne siblings under the same roof is inspiring in itself. Being surrounded by so many creative people, it is impossible not to be influenced by each other,” Johansson says. “We constantly discover new things through each other, and every morning by the coffee machine is kind of like an informal brainstorming session.”
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews