Jonny Johansson:
Meet the man behind Acne Studios.
From identifying as a maximal minimalist to marrying eccentric and essential, everything about Jonny Johansson screams juxtaposition.
Having risen to the title of creative director since he co-founded ACNE in 1996, everything about the brand has grown to revolve around his multidisciplinary approach to fashion. The brand has evolved so much since it first produced its 100 pairs of unisex jeans; and yet at the same time, it has remained constant in its fashion direction. The first jeans became a local hit, creating full progress lines by 1998 which immediately landed the brand to be featured in magazines like Wallpaper, French Vogue, and Elle Sweden.
In an industry that is continually growing to idolise fashion as a means of glorifying glamour and status, it is such a breath of fresh air to encounter a perspective such as Johansson’s. It was apparent, even from the beginning, that Johansson does not do fashion to impress. Both his value in ‘honest fashion’ and his love for art contribute to his unique points of view. In fact, the brand’s name ‘ACNE’ was coined in order to give a new meaning to a word that is so often associated with ugliness. The same mindset applies to their iconic pink packaging, all the way to their method of advertising. Celebrity culture is not part of Johansson’s DNA.
“The whole celebrity circus has always scared me—you would like somebody to ask for your clothing rather than forcing them to wear your clothing. I like the celebrities to stay at a distance. I’d rather watch them or just enjoy what they do, than label them. You become very bored, I think even when the celebrities go to the fashion shows in the clothing that is made for them from that brand—do people really buy that? I’m not sure.” -Jonny Johansson, GQ interview, 2016
He instead conceptualises his campaigns more unconventionally, with animals as models, or people with stories. His down-to-earth perspective on who represents his clothes allows the brand to be beyond just unique-- he makes the brand relatable. Inspiration is everywhere for him, from photography, art, architecture and contemporary culture. To Johansson, fashion has no boundaries. It is what makes the brand so dynamic and wholistic.
The fashion industry is very saturated with people who are so into making the headlines these days. Many people see fashion as art, but more and more I see people using “art” as a way to further exclude people and build a higher pedestal for themselves. Art, to me, is a platform and a space that is inclusive, diverse, and genuine despite differences. It is because of this I resonate deeply with Jonny Johansson’s mindset. He has respect for both fashion and the public, and his ability to step back and see the bigger picture of things is admirable and rare. His genuineness leads to authentic creativity, and that is the kind of person I aspire to be.
References:
https://www.gq.com/story/acne-studios-designer-jonny-johansson-interview
https://www.acnestudios.com/dk/en/about/about.html
https://www.businessoffashion.com/community/people/jonny-johansson
https://tributetomagazine.com/meet-jonny-johansson-the-creative-mind-behind-acne-studios/
https://www.grailed.com/drycleanonly/jonny-johansson-acne-studios-master-class
https://www.numero.com/en/fashion/acne-studios-interview-Jonny-Johansson#_