One could definitely say that the Sketchbook team appearance at “Meeting the Designers” in Covent Garden was purely coincidental. After the last few day of plethoric fashion and a great deal of time working on writing pieces and organising the upcoming issue of Sketchbook Magazine, one wouldn’t think that on the eve of Monday the 20th of September we would all be swooning over Jefferson Hack.
Although trekking through London amidst Fashion Week chaos was a mean feat for our writers, we soon made it to the new Apple Store in Covent Garden to join in the audience for the interview; one of a three part session of designers meetings in New York, London and Paris; between Jefferson Hack and Jonny Johansson of Acne, one of the most reputable fashion brands worldwide.
We have a conjoined fervour for Acne at Sketchbook Magazine and to be witness to the discussion of creative influence in such a degree catapulted our awareness to the most unbelievable limit. Jonny and Jefferson discussed the developmental characteristics as a brand in clothing, furniture and print; soon to even more we expect.
As a brand started by four youngsters in 1996, Acne has driven lengths in design; being the first to develop unisex denim and create a luxury brand with an effortless chic. Quoted as saying the following, “Fashion is the best form of self-expression. We like to design pieces that together form the coolest wardrobe, but is ultimately wearable. It becomes one way of thinking as individual pieces, but together creates a strong, modern and considered statement.”, we can see how Jonny Johansson and Acne as a creative collective have directed the fashion forecast to a whole other artistic dimension.
At the end of the question time and conclusion of the interview, Jefferson Hack disappeared into the mass of technology (apparently to meet some singer Bj¨rk or something, I don’t know) and left Jonny Johansson alone to face the eager crowd. As this would be classified as an opportunity “not-to-be-missed”, I took it upon myself to introduce myself to Jonny and sneak in a few questions.
What baffles me about public lifestyle is that people are often too perplexed to approach their idol; however, Jonny Johansson is ever so approachable. He seems very nonchalant about all he, and the brand which he runs, has achieved internationally in the fashion society. For a man that never studied design, Mr Johansson is sure in his personal and brand aspirations.
Acne is designed for someone who wants to have fun, a person who wants to develop their own individual style whilst still maintaining a certain whimsy. Jonny tells me that the inspiration for Acne design is ever-changing with a variety of influence, from Eastern culture to Star Trek Clone Wars. The most beneficial, as I assume to believe, is to see an individual wearing your design, as he quite nostalgically says to me. “There is no stress in Fashion Week”. Quite an unbelievable statement but made clear by the fact that the creative director of Acne loves what he does, creating an effortless design subject to the individual style of those who love to be seen and in-scene.
My interview ended in Jonny giving me a double low-five, a moment where at last I was apart of something rather extraordinary.
Thank you to Jonny Johansson and Jefferson Hack.
Familiarise yourself with one of the most prolific brands in fashion: ACNE
Watch the interview with Jefferson Hack and Jonny Johansson, creative Director of Acne: Meeting the Designer
Words: MEGAN McDOWELL
Images: MEGAN McDOWELL