Analysis Acne Studios 9 Jonny Johansson 11 Target Market 14 Market position 15 Current situation 19 Communication background 20 Message 21 Objective 22 Inspiration 26
The editorial Creative process 28 Editorial brief 29 Editorial preview 30
Lookbook 34 Minisite 40
Ambition to create personal expression.
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In 2006, Acne Studios became a standalone company and separated from other entities within the collective ACNE such as Acne Film, Acne Advertising and Acne Digital, at the same time launching
Acne Studios was founded in 1996 in Stockholm, Sweden as part of the creative collective ACNE that focused on graphic design, film, production and advertising. In 1997, the cofounder Jonny Johansson created 100 pairs of raw denim jeans with red stitching and gave them away to friends and family.
Since launching, Acne Studios has grown into a global fashion house with retail stores around the world including Paris, London, New York, Los Angeles, Antwerp and Tokyo, offering women’s and men’s ready-to-wear collections, showing at Paris Fashion Week twice a year and turning over $215 million annually
their e-commerce operation.
Acne Studios.
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“When we started we never said we wanted to be a streetwear brand or a readyto-wear brand, we just said we wanted to do fashion”
Jonny Johansson. The founder of Acne Studios is “the musician who became a designer”, now seen as a important character inside the fashion industry who keeps a lot of attention into detail and quality in his designs in emphasis in tailoring and the use of exotic materials.
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“The party has just begun�
Target Market. The Acne Studios target market is both male and females aged 20-45 years. Their customers are likely to be middle or upper class with a high-income level as products are seen as investment pieces. They are highly educated and likely to work in creative industries e.g. in fashion, graphic design and architecture.
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Market Position.
Acne Studios is nowadays a high quality brand inside the luxury market with high prices with competitors such as Celine, JW Anderson and Alexander Wang.
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Current Situation. Nowadays the brand brought a new concept into the Norrmalmstorg building best known as the origin of the “Stockholm syndrome� term where there was a bank robbery with many hostages. The store was designed in collaboration with Arquitectura-G, an arquitectura firm based in Barcelona, founded in 2006 by Jonathan Arnabat, Jordi Ayala-Bril, Igor Urdampilleta and Aitor Fuentes.
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Communication Background. Acne Studios always does everything in an artistic way but at the same time keeping it simple, taking the brand heritage to another level and projecting what the brand culture means even when they never follow any rules and they are always willing to evolve, the brand is also very creative with its graphic design with you could see in their website, their magazine Acne Paper and their branding.
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Message. Since the brand is known for being creative and being very different from the typical fashion campaigns, the idea is to create the same vibe but focusing the campaign on the new store in Norrmalmstorg, Stockholm where the famous bank robbery happened and the “Stockholm syndrome� name was born. Create a dark vibe with models posing in different forms with the capsule collection especially made for the opening of this new store.
Objective. The target audience of the brand is aimed for the persona they already have (women and men from 20-45 years) who love to invest in pieces that mean something and could be used for years such as this new collection that talks about a very interesting event that happened in the 70s. This campaign is focused on inviting the consumers to get into the story, visit the new store and buying the new capsule collection.
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Inspiration.
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Creative Process.
PRODUCTION COORDINATOR -Jonny Johansson -Mark Sanders PHOTOGRAPHER Damon Baker MODELS -Akon Changkou -Evelina Lauren STYLING -Gary Gill MAKEUP ARTIST AND HAIR STYLIST -Peter Philips EDITOR -Ursina Gysi
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LOCATION -Hamngatan street, Stockholm
Editorial brief.
The campaign consists in a photoshoot in the street where the whole Normalmstorg robbery happened, with models walking in the streets in black and white pictures with the pieces of the collection in color. The photos are going to be without color as to make them look similar as the newspaper photos from the 70s.
Lookbook. The lookbook consists in random images of the bank robbery event with the shooting of the models in between showing the products of the capsule collection in a minimalistic and artistic way, projecting the inspiration for the design of this products.
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Minisite.
The main focus of the mini site is to get costumers involved in the story of the new store’s building focusing on the dramatic event where the “Stockholm Syndrome� name was born but at the same time showing the collection and exposing the whole inspiration process to get to those designs.
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https://acne08syndrome.wordpress.com/
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Contact. Adobe Indesign Miriam Daniela Aguilar Anaya BA Fashion marketing & communication, Level 5, 2020-21 5FAMK003C Visual and video techniques CWK1 Nicolas Godon
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References. Numéro Magazine. 2020. Acne Studios Brings New Concept To Historic Norrmalmstorg Store. [online] Available at: <https://www.numeromag.nl/acne-studios-brings-new-concept-historic-norrmalmstorg-store>[Accessed15December2020]. Diderich, J. and Diderich, J., 2020. Acne Studios Revamps Store In ‘Stockholm Syndrome’ Location. [online] WWD. Available at: <https://wwd.com/fashion-news/fashion-scoops/acne-studios-renovates-store-stockholm-syndrome-location-sweden-1234631674/> [Accessed 15 December 2020]. The Business of Fashion. 2020. 500. [online] Available at: munity/people/jonny-johansson>
Jonny Johansson Is Part Of The Bof <https://www.businessoffashion.com/com[Accessed 15 December 2020].
RouteYou. 2020. Norrmalmstorg Robbery Story. [online] Available at: <https://www.routeyou.com/en-se/location/view/50658037/ norrmalmstorg-robbery> [Accessed 15 December 2020]. JSTOR Daily. 2020. Stockholm Syndrome | JSTOR Daily. [online] Available at: <https://daily.jstor.org/stockholm-syndrome/> [Accessed 15 December 2020]. HISTORY. 2020. Stockholm Syndrome: The True es Loyal To Their Captor. [online] Available at: ry.com/news/stockholm-syndrome> [Accessed 15
Story Of Hostag<https://www.histoDecember 2020].
Verner, A., 2020. Acne Studios Fall 2020 Ready-To-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/ fall-2020-ready-to-wear/acne-studios> [Accessed 15 December 2020]. Acne Studios. 2020. Www.Acnestudios.Com. [online] Available at: <https://www. acnestudios.com/be/fr/stores/norrmalmstorg> [Accessed 15 December 2020]. Essayox.com. 2020. [online] Available at: <https://essayox.com/acne-studios-marketing-analysis/Acne%20Studios%20Marketing%20Analysis.pdf>[Accessed15December2020]. Catalan-Architects. 2020. Arquitectura-G - Barcelona , España - Arquitectos -. [online] Available at: <https://www.catalan-architects. com/es/arquitectura-g-barcelona> [Accessed 15 December 2020]. The Business of Fashion. 2020. What’s Acne Studios Worth?. [online] Available at: <https://www.businessoffashion.com/articles/finance/whats-acne-studios-worth> [Accessed 15 December 2020]. Encyclopedia Britannica. 2020. tion, Examples, & Facts. [online] ca.com/science/Stockholm-syndrome>
Stockholm Syndrome | DefiniAvailable at: <https://www.britanni[Accessed 15 December 2020].
Healthline. 2020. Stockholm Syndrome: Causes, Symptoms, Examples. [online] Available at: <https://www.healthline.com/health/mental-health/stockholm-syndrome> [Accessed 15 December 2020]. Verner, A., 2020. Acne Studios Fall 2020 Ready-To-Wear Collection. [online] Vogue. Available at: <https://www.vogue.com/fashion-shows/ fall-2020-ready-to-wear/acne-studios> [Accessed 15 December 2020].