Having only appeared fleetingly in Acne Studio’s previous collections, the face motif is back with a collection of its own. Then why is it still looking so glum, we hear you ask? It’s actually a state of mind native to Sweden called Lagom – not too happy, not too sad – basically Monday to Thursday then. Don’t let the face fool you though, this was a collection about something altogether more emosh, namely, those unspoken family feels. “I have been thinking about families for a long time.” says Jonny Johansson, Acne Studios’ Swedish Creative Director. “Since Acne Studios started as a collective, we would see each other as a family back in the days. I therefore wanted to portray households of today, in all constellations – this is how we found Kordale and Kaleb.”
So, for their latest campaign, Acne Studios are celebrating that which can’t be put into words, emotions that transcend language – the warm, fuzzy sort you might associate with your early family memories. Cue Kordale and Kaleb – the African-American dads whose video of them doing their daughter’s morning hair routine resulted in panicked hysteria among small brained individuals the world over. I mean – doing their own daughter’s hair, making them breakfast, providing a loving domestic environment – utterly outrageous. On a more serious note, we love that Acne have drawn attention to the beauty and infectious happiness of this family. Shot by super snappers Inez & Vinoodh, the campaign depicts a slightly more tranquil setting – with Kordale and Kaleb accompanied by their now four-strong brood, sprawled over hotel room sofas.
The collection will be available in Acne Studios stores and on acnestudios.com from 17th August.