Smell and vision: fashion brand releases a sensory experience

Stockholm – When Swedish-based denim brand Acne showcased its autumn/winter collection 2010, it hoped to awaken all the senses. Acne released a fragrance while models showed off the clothes, allowing those present to see and smell the brand simultaneously.

‘I always love to remember a relationship with a physical space through the way it smells,’ said Acne founder and creative director Jonny Johansson.

The scent, produced especially for the Svart Snö (Black Snow) collection by Byredo, was made locally in Sweden, with a distinct focus on craft and quality. To see other ways in which brands are engaging consumers through multi-sensory experiences, read our Luxury Market trend report.