Acne Studios is celebrating its 30th birthday with a campaign shot by the legendary Nan Goldin. For the past five decades, Goldin has been a pioneer of the diaristic style of photography, capturing her subjects with authenticity and grit. A sentiment that rings true in Jonny Johansson’s anniversary campaign, which enlists a cast of characters who have helped shape his vision of the house over the past three decades.

“I have been inspired by Nan and her work for years,” says Johansson. “So, when we realised we had 30 years to celebrate, it felt like the right moment to ask her. I wanted an icon, but I also wanted something very intimate and personal. She does that. And with Denim, which is close to you, gritty, real, it made sense. The subjects are people from our universe – individuals we have collaborated with, spoken to, or had some kind of exchange with over the years. I wanted friends, not models.”

The group of talent includes musician Ellie Rowsell, model and photographer Guinevere Van Seenus, artist Jonathan Lyndon Chase, photographer Jordan Hemingway, actor and musician Juliette Lewis, artist Peter Schlesinger, actor and model Raya Martigny, actor Rila Fukushima and artist Sandra Poulson. It’s a who’s who of faces that have brought Johansson’s Acne to life, captured by Goldin in a selection of denim, returning to the brand’s foundational material. First beginning in 1996 with 100 pairs of raw denim jeans, Johansson’s decision to celebrate 30 years of the Stockholm-born brand with a collection of current, archive and re-editions of signature denim styles offers a chance to reflect on Acne’s transition into one of the world’s most revered houses.