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SFW SS21 – CMMN SWDN: Sexy Scarecrows of Swedish Summer
Officially closing the shows on day one of Stockholm Fashion Week, CMMN SWDN presented their Spring Summer 2021 collection as a digital film set in a surreal, indoor wheat field, inspired by the Swedish countryside. The fashion brand is a husband – wife team of Saif Bakir and Emma Bakir Hedlund, two very important UAL alumni. The brand is inspired by their diverse backgrounds, and the use of “unexpected pairings: masculine and feminine, textured and fluid, structured and deconstructed with each piece offering a balance of opposing elements that caters for the self – confident individual”.
The show, named “Printemps Êté 2021”, treated us to neutral earth tones with splashes of colour throughout the collection – not only pleasant to the eyes, but directly inspired by the traditional interiors of a cottage on the Swedish south coast, where the couple stayed during the early stages of the Coronavirus pandemic.
“A return to their roots has been enlightening for the couple and an opportunity to now present this exploration through CMMN SWDN is an enriching experience, that despite the unusual circumstances is one which they hope to continue in the future.”
The collection’s theme drew from traditional Swedish home décor including patterns and colours, which seemed to personify a bohemian summer. Pairing fringing, delicate lacy vests and bold prints with smart, tailored suits elevated the collection to new heights, and it perfectly embodied the brand’s mantra of ‘modern individuality’.
Bags were the centre of attention in this presentation, with totes and clutches being paraded down the runway. Inspired by their desire and exploration of sustainability for their brand, CMMN SWDN collaborated with Casc8 to create “a series of striped bags inspired by the discarded single-use plastic bags they have been made from”. The bags took on the shape and form of plastic shopping bags, but were instead made into fashionable accessories, including a number of clutch bags made for the modern individual.
The CMMN SWDN show was followed by a digital interview live from their showroom in London, where they discussed their inspiration for their collection, as well as their predicament when COVID -19 was officially declared a pandemic, which saw their flights back to London cancelled indefinitely.
You can watch their show HERE.