THE PERFECT PAPER






































As you might know, I work in a fashion company called Acne. It's a fashion house from Sweden that is growing really fast. They get their attention here and there (mention: an own page in American Vogue), and finally for AW11, they did their first official fashion week-shows in Paris. But one of the things that fascinates me most is that Acne never makes any sort of commercials or advertising.. They only make clothes! That is obviously quite unique nowadays. Now, I am not going to make this a big advertisement for them.. I want to talk about a part of Acne which is not the clothes, but the magazine Acne Paper.

Acne Paper is a collaboration between Acne Studios (fashion), Acne Film, Acne Digital and Acne Advertising (Yes, they work with advertising, but not for them self..!) and is published twice a year. Because of the collaboration it is not at all about the clothes they make, all though they has a focus on fashion, it's rather about what inspires Acne as the one large creative group that they are, and most of all the chairman Jonny Johansson. It is mostly based on interviews with people from all over the world. From Acne Paper.com:  

"Each issue of Acne Paper is created around one key idea – a timeless theme that in various ways touches all those working in the creative fields regardless of age, cultural background or social status. In an eclectic yet coherent mix of portrait, fashion and art photography as well as interviews, memoirs and prose he editorial narrative aims to unite artistic minds of all generations. It pays tribute to past luminaries whilst still keeping a firm grip on the present, evoking something timeless, something nostalgic yet refreshingly modern. By moving effortlessly between high and popular culture Acne Paper is a glamorous and intelligent magazine celebrating personality, authenticity and style."

The latest issue is about studios, and how they influence the artist, writer, designer or musician working there. Past and present types of studios within all kinds of fields; fashion, art, music, writing, you name it. It is really worth taking a look!








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