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Brand presentation

CMMN SWDN is designed by husband and wife duo Saif Bakir and Emma Hedlund, who first met in 2004 in London while studying at prestigious schools Central Saint Martins and London College of Fashion. They both have a profound experience from the fashion industry, having worked at a series of renowned fashion houses, most recently for Kanye West in Paris where the duo worked side by side as Head of Design. With an aesthetic inspired by their diverse backgrounds and design disciplines there is a constant play on contrasting elements and the use of unexpected pairings: mascu- line and feminine, textured and softness, structure and fluidity with each piece offer- ing a balance of opposing elements that caters for the self-confident individual who is not trend cautious but aspire to be conspicuous CMMN SWDN was launched in 2012 in Malmö, Sweden’s multicultural and creative hot spot. The duo was amongst one of the recipients of the British Fashion Council’s NEWGEN Award and one of the finalists at the prestigious International Woolmark Price. The designers considered approach and sense of realness has won them success amongst leading retailers worldwide and currently showcase their collections during Paris Men’s Fashion Week.

Artistic Director

Saif Bakir – Emma Bakir Hedlund

Year of creation



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