Acne is a lifestyle brand that I truly adore. Of course I am a fan of the products they create; their shoes are always exceptionally designed, the clothing generally boasts interesting silhouettes, and their twice-yearly Acne Paper magazine is something worth sitting down to read.
My fandom, however, is actually reserved for the brand itself. Without much advertising our showy promotions, Acne manages to primarily communicate their utilitarian-chic aesthetic through their actual garments and the way they present their wares.
That approach speaks to me on so many levels.
Because if we're all honest with ourselves, aren't we actually buying into the lifestyle, the dream that a brand suggests, when we doggedly run behind a particular shoe designer or pret-a-porter label? Doesn't a brand's aesthetic quality determine who is drawn to a LV logo tote vs a logo-less Jil Sander clutch?
I think so.
And if that's the case, one has to note how impressive it is that a brand can achieve this through it's output, and not through flashy 5 page ads in each glossy magazine, or through the self-promoting antics of its head designer.
Frankly, I'd rather align myself with a brand whose designs quietly demand my attention. If you know what I mean...
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