Since the beginning of the brand, Jonny Johansson, the creative director and cofunder of Acne Studios, has always making sure that this is a well-respected creator of ready-to-wear. For the campaign of SS22, he went into the denim world, due to its prominence right now in the market. This fabric is one of the classic of the brand because Jonny as one of the first things he do when the brand started, was to send to all his friends and family a pair of denim jeans with red seems. This old aesthetic is translated into this contemporary designs that are here to stand alone as a atemporal and durable design. The campaign was shoot by Carlijn Jacobs and style by Ursina Gysi.
Regards to the designer creations for Spring-Summer Menswear 2022 we can say that the atemporal and durable adjectives are still on. This collection is inspired by a hostel called Marienia in the middle of the France Basque region. This place evokes and attracts souls with different perspectives that find themselves happily when they are mixed together. To give this feeling to the pieces in the collection, in some cases he just replicated some parts of that place that he thought that were important, or for him at least.
As in every collection that is put out under the brand’s name, Jonny Johansson is trying to give his vision of the world he lives in, taking into consideration the opinions of the general public. But, in the end, he is the one who is producing and selling the products, and a vast majority of people are buying into his storytelling, so why change it?