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”The collection focuses on our brand identity, but also our own personal, as designers”
We speak to CMMN SWDN’s Emma and Saif Bakir about the brand’s SS20 collection, presented at Paris Fashion Week. — We grow older and now expect our first child and for the first time, we’ve started considering being from different cultures and that we want to keep them and our own heritage, says Emma Bakir.
For Spring Summer ’20, CMMN SWDN’s Emma and Saif Bakir look to their own ancestry of Swedish and Iraqi heritage; as a brand, a family and as individuals. Their unique brand DNA, born of their Middle Eastern and Scandinavian descent takes on new meaning as the couple appreciate the importance of perpetuating tradition like never before with the imminent arrival of their first child.
— The collection focuses on our brand identity, but also our own personal, as designers, with Saif’s Arabic origin and my own Swedish, says Emma Bakir. We grow older and now expect our first child and for the first time, we’ve started considering being from different cultures and that we want to keep them and our own heritage. From a brand perspective, we’ve created CMMN SWDN and now this [pointing at her belly]. Which parts do we want the child to grow up with? asks Emma Bakir, continuing,
— It suddenly became important to show our two contrasts. I have a background as a womenswear designer, while Saif is men’s. We’ve always used contrasting elements and for this collection, it felt important to point out.
— And that’s what’s interesting, adds Saif Bakir, that we think different and are equal, which the collections shows. We sometimes use fabrics not suitable for menswear, but we meet halfway.
— And that’s what feels relevant today, says Emma Bakir. How mobile we are, how we explore the world and that no culture is now limited to one particular geographical place, but all mixed together. And that’s so beautiful to see, with our different background and now living together in London.
The collection’s name is Ummah, what does that mean?
— It’s Arabic for ”the people” or ”we all together”, an abstract word, but also including.
CMMN SWDN’s SS20 meshes multiculturalism, celebrating contrasting elements through the brand’s signature use of unexpected pairings. Clashing textures and print create a deliberate discord; painted cracked leathers, printed silk organzas, sheer devoré knits and liquid nylons all feature.CMMN SWDN