Swedish imprint Acne Studios has just released a new collection dedicated entirely to its trademark face motif. The emoticon was first drawn up by the label’s Creative Director, Jonny Johansson, in what he describes marks the neutral, or “lagom,” character of a typical Swedish man. Having accrued significant popularity with consumers over the years, the graphic is now frequently spotted on an assortment of pieces – most notably T-shirts, knitwear and sneakers –- throughout each of Acne’s seasonal drops.
The collection’s accompanying lookbook, lensed by power photography duo Inez and Vinoodh, features Atlanta-based couple Kordale Lewis and Kaleb Anthony posing with their four children in select pieces from the line, including skull cap beanies, long-sleeve rugby polos, side-stripe track pants and shorts.
“I have been thinking about families for a long time. Since Acne Studios started as a collective, we would see each other as a family back in the days. I therefore wanted to portray households of today, in all constellations—this is how we found Kordale and Kaleb. How does the face motif fit into all of this? Well it’s just an ordinary Swedish citizen. Not too happy, not too sad, but somewhere in between. Lagom in Swedish. Like me.”
The collection drops August 17 at global Acne Studios retailers as well as online. Check out the full campaign above.
- Inez and Vinoodh