CMMN SWDN - SS20 Ummah
Today’s digitised and ultra-connected world creates a paradox of identity. Over the past thirty years, the forces of accelerating globalisation have thrown different cultures and nationalities together like never before. The benefits of this borderless new world come at the potential cost of cultural homogenisation.
For Spring Summer ’20, Emma and Saif Bakir look to their own ancestry of Swedish and Iraqi heritage; as CMMN SWDN, 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 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.
Relaxed, unstructured tailoring creates an effortless sensibility. Lightweight printed nylon macs drape fluidly over tie shorts and trousers to create a sense of ease and movement. Billowing jackets are drawn in at the waist and are layered over elongated shirts. The resulting silhouette provides a simple confidence integral to the CMMN DNA. Dry tones of sumac, burnt ochre and sand evoke both nostalgia and modernity with Middle Eastern inspired ornamental prints paired against Scandi minimalism.
Spring Summer ‘20 introduces a fused footwear collection, built with G.H.Bass and Vibram, creating a new shoe; marrying the traditional Penny loafer with a technical sports sole. The title of the collection is an Arabic word meaning ‘community`, distinguished from the word Sha’b which means a nation with common ancestry.
SPECIAL THANKS
To Fédération Francaise de la Couture du Pret-à-Porter des Couturiers et des Créateurs de Mode, Mikey, Andrew, Diana and the team at Starworks, Napoleon Events, Marie and Aimé at AM, Frank and Chris at Vibram, Cyril and all at G.H Bass & CO,
Masaki and the Rototo team, Gabrielle Carter, Fiona Blakeman, Kazi Aiyub and Antony Antoniou, Hanna Sager Forsberg, Tony & Guy and LGA Management, Artlist Paris, Greg Hewitt at DMSR, Gem Projector. And finally, a big thank you to our great team, family and friends.
STYLING
Gary David Moore
CASTING
Rene de Bathory
PRODUCTION
Napoleon Events
MUSIC DIRECTION
By AM
MAKE-UP
Celiné Martin at Artlist Pars
HAIR
By Mari Ohashi at LGA Management using Label M France
Supported by Toni & Guy France
PRESS
Starworks Group London
mikey.evans@starworksgroup.com