After speaking to Co-Founder, Saif Bakir, backstage ahead of the CMMN SWDN presentation: ‘Market Rodeo’ it was apparent there was much more sentiment invested in this collection that first meets the eyes.

Having founded CMMN SWDN with Emma Hedlundin in 2014, they felt they had what it took to set up their own brand. This presentation definitely confirmed that. Saif explained that the collection had been inspired by a recent trip to Marrakesh where Saif proposed to Emma having known one another ten years! As they explored the beauty of Marrakesh, it sparked an abundance of inspiration. They felt the bustling markets, full with roaming camels drew parallel with the ‘Wild West’.

The concept of these two cultures colliding intrigued both the designers and elements from each are featured throughout. It really is East meets West. Balancing both wearable staple items with vibrant stand out pieces perfectly. Saif explains that him and Emma make the perfect design duo. Emma brings her wealth of knowledge and experience from a predominantly womenswear background, using experimental fabrics and silhouettes. Saif says his Arabic roots encourage him to explore unconventional colour palettes and adds another dimension.

Reminders of Moroccan spice fusions were incorporated through the rich colour palette of rich browns and oranges. Summery cropped trousers were styled well with the ‘Western Boot’, a structured low cut shoe. The collection as a whole showcased strong sartorial skill.


Words by April Edgar

Images by Robert Parfitt