Acne Studios Men’s Spring 2018 Fashion Show in Reverse

What would the mirror image of a traditional fashion show look like? To reach Acne Studios’ Spring / Summer 2018 presentation at a central Paris university, guests first had to pass through a stage-set backstage area. A maze like set up, a narrow path lead past clothing rails, moodboards and make-up stations, all manned by extras taking on the roles of stylists, crew and security guards. At the signal of a headphone-wearing usher, guests passed through a heavy curtain onto a makeshift catwalk, flanked by an audience of (full-time) models dressed in the brand’s latest collection

For Acne Studios Spring / Summer 2018, Jonny Johansson was inspired by Swedish summer retreats. “I love the physical change from life in the city to the tranquility of the summer house”, the brand’s creative director said, explaining the straying point to his collection. “It is a journey we all make in Sweden every July, and I wanted to capture that transition in this collection. It is the movement from one mental state to another, and the wardrobe that goes with it”.

For Swedish summer retreats, Johansson designed oversize trench coats in breathable linens; shirts and shorts are tailored using gossamer chiffon. The interiors of Swedish country houses are often a mix and match of family heirlooms and practical items; at Acne Studios Spring / Summer 2018 crochet tank tops and shrunken knitwear pay homage to traditional crafts.

Acne Studios Men's Spring 2018

 

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Acne Studios Men's Spring 2018

 

Acne Studios Men's Spring 2018

Acne Studios Spring 2018