Everyone say happy birthday, Acne.
Acne Studios is turning 30 – and it’s celebrating the big 3-0 by going back to where it all began: denim. For its anniversary campaign, the Stockholm-based label has linked up with legendary American photographer Nan Goldin, who has turned her lens on a cast of friends, creatives and long-time collaborators for a series of raw and intimate images.
Founded in 1996, Acne Studios started out with just 100 pairs of raw denim jeans, finished with the red stitching that became an early signature. Originally known simply as Acne, the jeans were gifted to the founders’ circle of artists, creatives and friends. Fast-forward three decades and that same creative community is still at the heart of the brand.
For the shoot, Creative Director and Co-founder Jonny Johansson asked Goldin to spotlight people from the Acne universe, rather than traditional models. “I have been inspired by Nan and her work for years. So, when we realised we had 30 years to celebrate, it felt like the right moment to ask her. I wanted an icon, but I also wanted something very intimate and personal. She does that. And with Denim, which is close to you, gritty, real, it made sense,” explains Johansson. “The subjects are people from our universe – individuals we have collaborated with, spoken to, or had some kind of exchange with over the years. I wanted friends, not models.”
Of course, the celebrations don’t just stop there. Acne Studios is also bringing back two denim styles inspired by its formative years – the 1996 and 2009 – alongside a denim jacket. Each comes in raw and worn washes, playing with the idea of denim that starts fresh and gets better with time.
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PHOTO CREDIT: Courtesy of Acne Studios
