With city dwellers living in a state of permanent stress cause by pollution, insanely high rent prices and the obligation to be connected to their phones 24/7, it comes as no surprise that more and more people are now choosing a simpler life in the countryside. And now they can wear Acne Studios with their well worn wellies and wax jackets.
For his A/W 2018 collection, Swedish designer Jonny Johansson got inspired by the slow-paced, rhythm of country living, and it suited his brand to a T. Who wouldn’t dream of an oversized woolen coat, a waxed cotton trench or a cropped shearling aviator jacket (worn over long, chunky knitwear) to survive the long winter months? Johansson offered us that and much more. The collection featured British bucolic spirit with its check motifs, silk scarves worn over the head and eccentric coats. But the Northern sun and a tad of Swedish melancholy were also there, in the cropped knits, pastel tones and nineties-inspired layerings of delicate and often transparent fabrics.
The show came just a few days after the brands menswear presentation in Paris, having been moved from the ready-to-wear calendar to couture week. Which is not to say Johansson has any intention of becoming a couture brand. ‘It’s quite a bold decision from a business perspective, but from a life perspective, it’s an important choice. I love fashion, but I can’t keep up with these long, long seasons’, he said backstage. Proof that even the fashion industry can benefit from a slower, more country living- inspired pace.
Photography: Jason Lloyd-Evans. Writer: Marta Represa