Cultural content has become a key marketing currency for premium brands wanting to win the attention of today’s consumers. Often these concepts end with a marketing campaign, such as a piece of content or an in-store exhibition. For its latest cultural venture, Swedish luxury brand Acne has done all of this – and more. It's produced a concept that runs from content to store to even the product line.

The Snowdon Blue campaign is a celebration of the blue shirt, and sees the brand join forces with London photographer Antony Armstrong-Jones aka Lord Snowdon, who throughout his career has taken portraits of notable figures – such as Princess Diana and Tony Blair – wearing a blue shirt. The collaboration has resulted in Snowdon Blue, a book featuring 61 of Snowdon’s portraits, as well as an exhibition show that’s currently touring the brand’s global retail spots.

What’s more, the concept has continued into the current product line, with a series of – yep, you guessed it – blue shirts. These, along with the book and prints from the exhibition, are now available for sale at Acne’s retail stores and online shop. Check ‘em out.