news featured by FREDA+WOOLF Elevating the Everyday - Jessica SIDENROS c/o FREDA+WOOLF photographs and films the CMMN SWDN Spring/Summer ‘24 campaign

CMMN SWDN was founded by husband and wife Saif Bakir and Emma Bakir Hedlund, who first met in 2004 while studying at Central Saint Martins and London College of Fashion – and who have profound experience in the fashion industry to show for thanks to stops along their way at a whole host of renowned fashion houses. One prime example of which is Kanye West, for whom they worked side by side in Paris as Head of Design.

Summertime Sun – the CMMN SWDN Spring/Summer collection was photographed and filmed by Jessica SIDENROS C/O FREDA+WOOLF amid Sweden’s beautiful landscape.

Masculine and feminine, textured and fluid, structured and deconstructed… each piece offering a balance of opposing elements – designed for people who don’t chase trends but follow their heart.

CMMN SWDN was founded in 2012 in Malmö, Sweden’s multicultural and creative hotspot, and awarded in 2013 with the prestigious Best Newcomer Award of Elle magazine. The label is also among the recipients of the NEWGEN Award of the...

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