ACNE STUDIOS SHAKES UP THE INTERACTIVE QUALITY OF THE RUNWAY WITH A FANTASY-LED MATRIMONIAL SCENE
Photo Courtesy of Back of the House
04 oct 2022, for frame
Location
13 Av. du Président Wilson, 75116 Paris, France
Design, Production
Brand
Back of the House conceived a dreamy nuptial environment for Acne Studios’ SS23 fashion show, marking the brand’s 10th anniversary of presenting in Paris.
Key features
To unveil its SS23 collection, Acne Studios tapped Back of the House to create a matrimonial scene at Palais de Tokyo. The agency set up marital beds dressed in pink shiny satin sheets – props, but also the selected seating for audience members. White shell-encrusted candelabras displayed on the floor balanced the rosiness of the space and took the perspective from the bedroom to wedding tables. The nuptial-like atmosphere was accentuated by a presentation by avant-harp collective LEYA & Eartheater. Heavy black professional lighting system hung low over the runway, a reminder of the fashion context.
Frame's take
Ten years ago, Acne staged its first show in Paris at Palais Galliera, a fashion museum. In 2012, the ambition of Jonny Johansson, creative director of Acne Studios, was to create a meeting point between Scandinavian and French culture. The brand continues that endeavour a decade later, bringing a Swedish edge to Paris Fashion Week. Back of the House’s whimsical, narrative-driven set for Acne brings forth a romantic idea of kitsch and inclusion, drawing on the powerful gift of love in a physical, organically interactive setting.
As Anne Sophie Prevot, cofounder of Back of the House, said in a recent Frame interview ‘After two years of COVID, people miss the real-life experience of a show – to see the clothes, to be a part of the audience. Teenagers don’t go to the cinema anymore because they have big-screen TVs, for instance. But you don’t have any interaction with guests, with the public. This is especially important for the fashion world.’