Acclaimed photographer Nan Goldin has created a new campaign for Acne Studios to celebrate the Swedish label's 30th anniversary. The project centers on the brand's creative circle, reflecting the house's long-standing focus on individuality, experimentation, and personal style.
According to the brand, Goldin photographed people from Acne Studios' extended artistic universe rather than traditional models. The cast includes artists Jonathan Lyndon Chase, Peter Schlesinger, and Sandra Poulson, along with Juliette Lewis, Ellie Rowsell, Guinevere Van Seenus, Jordan Hemingway, Raya Martigny, and Rila Fukushima. One additional portrait will be unveiled later.
Acne cofounder and creative director Jonny Johansson said he wanted the anniversary campaign to feel both iconic and personal. He described Goldin as an artist capable of capturing intimacy while preserving a strong visual identity.
The portraits were shot in denim, a material deeply tied to Acne Studios' origin story. When the brand launched in 1996, Johansson and his cofounders shared 100 pairs of raw denim jeans with their creative community, helping establish denim as a signature element of the label's design language.
Goldin's collaboration also reflects her broader connection to fashion and visual culture. Over the years, she has worked with brands including RVCA, Rodarte, Medea, Supreme, and Gucci, while remaining one of contemporary photography's most influential voices.
This anniversary project shows how fashion can evolve through art, memory, and community, pointing toward a future where brand storytelling becomes even more personal and culturally connected.
