Acne Studios Celebrates 30 Years With Nan Goldin Denim Campaign

Acne Studios is celebrating its 30th anniversary by returning to its core material: denim. The brand, founded in 1996, is honoring this milestone by releasing a special collection and launching a campaign lensed by renowned photographer Nan Goldin. Goldin's work for Acne Studios focuses on the brand's "creative family," a diverse group of multidisciplinary artists and personalities who embody the brand's spirit of free expression and individuality. The campaign features these creatives wearing a mix of current Acne Studios denim pieces, archival styles, and re-editions of emblematic designs from the past three decades.

Jonny Johansson, co-founder and creative director of Acne Studios, emphasized the significance of denim to the brand's identity, describing it as a "perfect canvas" that is "rooted" in their heritage. He further elaborated on denim's unique quality of personalizing itself through wear, stating, "Denim personalises itself through wear — it becomes yours." This philosophy underpins the anniversary collection, which includes re-issued iconic denim styles. Among these are the 1996 straight-leg cut, a slim, low-rise style, and the 2009 bootcut style, alongside a classic denim jacket. Each of these re-editions is available in two distinct washes: a pristine, raw denim finish and a worn, "lived-in" wash that evokes 30 years of use and character. These anniversary pieces are designed to reflect the brand's journey and its enduring connection to denim.

The celebrated photographer Nan Goldin, known for her intimate and raw portrayals of subcultures and personal lives, was enlisted to capture the essence of Acne Studios' community. Her subjects for this campaign include musician Ellie Rowsell, model and photographer Guinevere Van Seenus, artist Jonathan Lyndon Chase, photographer Jordan Hemingway, actor and musician Juliette Lewis, artist Peter Schlesinger, actor and model Raya Martigny, actor Rila Fukushima, and artist Sandra Poulson. Goldin's lens captures these individuals in a way that highlights their unique personalities and their connection to the brand, showcasing how denim serves as a unifying element across different creative fields and personal styles. The collaboration aims to underscore Acne Studios' founding principles of creative experimentation and proud individuality.

The 30th-anniversary capsule collection, featuring these re-edition denim pieces, is now available for purchase. Customers can find the collection in Acne Studios' international stores and online through their official website, acnestudios.com. This initiative not only celebrates a significant brand anniversary but also reinforces Acne Studios' long-standing commitment to denim as a fundamental material that evolves with its wearers, telling a story of personal history and enduring style. The brand's return to its foundational material signifies a moment of reflection on its past while looking forward to its future.