Acne Boutique Launch @ Harrods.

parties
4/19/2010

Acne 'boutique' launch @ Harrods.


by Kiki Georgiou


Acne seem to be putting down roots in London for good. Last week they celebrated their just-opened-for-business boutique in the Designer Studio at Harrods with a champagne reception, alongside an exhibition of jewellery designer (and Acne-collaborator) Husam El Odeh’s work. Oh, and the powers that be let slip that, come mid-July, we shall have access to all things Acne, as they unveil their first London store; an impressive four-story townhouse on Dover Street.


The irony of Acne’s Harrods concession is that, on their initial meeting, Harrods had reservations about brand Acne. “It was quite funny”, says Mikael Schiller, Acne’s CEO, “because the first time we met with a buyer from Harrods they really liked the collection - this was way back in 2004, but they told me that they would have difficulty selling clothes called Acne in their department store. We were told it would be hard for their clients to understand the brand!” 

But meetings ensued, as did an invitation to Stockholm for Marigay McKee, Harrods' Fashion and Beauty Director, and a beautiful relationship blossomed. Acne began wholesaling to the department store and, as Mikael explains, “we always hoped to further the collaboration. Then this space came up and we just made it happen.” Proving there is more to a name than merely a name, McKee seems suitably proud of her latest addition to the Designer Studio, with the partnership allowing Harrods to “extend our offer of their innovative styles that perfectly fuse denim and fashion. Our customers appreciate the construction and detail of pieces such as tailored jackets, cool jeans, playful dresses and basic tees, which have a diverse appeal.” 

Another of Acne’s ongoing collaborations is with London based jeweller, artist and all round good egg, Husam El Odeh. Husam’s work has proved intrinsic to both the current collection and his Acne debut last season, elevating pieces from mere fashion ephemera, to desirable, collectable works of art. And its Husam’s art and exquisite craftsmanship we are invited to recognise at this launch. His pieces, beautifully displayed in throughout the space, entice shoppers through the Designer Studio to the threshold of Acne’s newest outpost.

Once again, Acne proved without question, that they are still a firm fashion favourite. The turnout was impressive to say the least; Sarah Mower, Tim Blanks, Ben Grimes, Fantastic Man’s Jop van Bennekom and Charlie Porter, Mohammed Al Fayed and many more turned out to show their support (read loyalty) to the brand. 

Acne’s star is evidently still in rapid ascent and shows no signs of waning. What awaits us at the Dover Street launch is anyone’s guess, but if this is anything to go by, it’s going to be pretty damn special!


The Acne boutique is located in the Designer Studio, on the 1st floor of Harrods.

Acne’s Flagship London Store opens on Dover Street in July.


www.acnestudios.com


www.harrods.com

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