Acne Studios are giving us something of a lesson in the tempting language of Swedish with this, their Blå Konst campaign. Blå Konst, as we are told, means Blue Art, and is actually far more than a campaign, but a whole re-jig of the Scandi brand’s denim. Running parallel to the collections and replacing their entire current range, Acne Studios Blå Konst will consist of a permanent selection of jeans (“an investigation in denim” – ouuu) alongside seasonal collections that will reflect what inspires Jonny Johansson at a given moment. “Blå Konst means Blue Art in Swedish, which I like because for me denim is like a canvas for the wearer,” he told 10 yesterday. “The name has a feeling of free expression, which is how I like to view denim. Jeans are garments that we all wear, and wear most often. In them we all live our lives, and I wanted Blå Konst to have all the specific detail, but also the anonymity, so that whoever wears them can make them their own.” The permanent line will include six styles – one baggy, straight and skinny cut for men and women. Avid 10 fans will also note that the campaign (lensed by Collier Schorr) stars current 10 cover star Willow, which happens to be on newsstands right now. How’s that for a plug?
Acne Studios Blå Konst will launch in all Acne Studios stores and on acnestudios.com from 6 April.
