Acne Studios reveals its SS17 collection in most provacative way yet

Sweedish brand Acne Studios have paid homage to documentarian Adam Curtis in the slightly unnerving new fashion film

2 years agoText by


Innovative fashion brand, Acne Studios have revealed its upcoming SS17 collection in a truly eerie fashion. The brand’s menswear collection is subtly revealed throughout a three-minute long video which overlays an array of flashing clips and images. Footage showcasing the collection appears via grainy film, and we see groups of models dragging furniture around a warehouse in a uniformed fashion.  The result is a captivating dystopian feeling video made even more eerie by the use of the music by Tomorrow The Rain Will Fall, and which wouldn’t feel out of place in an old-school horror film.

The video itself is similar to the works of BBC documentarian Adam Curtis, with the styling of the video seemingly inspired by Adams latest film, Hypernormalisation.

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