When you hear 'Acne' do you think 'cool'? The label is definitely worn by some pretty cool people... You rarely see Susie Bubble without her black Acne wedges and Garance Doré totally treasures her Acne sweater dress. But not all fashion connaisseurs treasure the Swedish label. Liberty London Girl for example did not like the a/w 2010 collection and when visiting the studio in Copenhagen she felt herself in the midst of an assembly of 'monosyllabic poseurs'.
Is there something slightly contrived about Jonny Johansson's (Acne’s founder and creative director) label (which was originally dedicated to furniture design)? He certainly must have liaised with an extremely able PR company to make Acne the epitome of hip, with jeans prices comparable to J Brand, Superfine and 7 for all Mankind and never a bad word from style.com… (at least I couldn't find any negative reviews). I got my first (and only) Acne jeans in Berlin, when Acne still featured the 'non-label' style and even though I'm still waiting for the day to finally wear my peacock dress I thought the autumn/winter collection - featuring jumpsuits, skintight trousers and leggings, t-shirt and mini dresses, harem trousers and shearling – is (perhaps not very affordable), but cool enough for me.