The creators behind the new label COMMON Affairs, Saif Bakir and Emma Hedlund, present their Fall/Winter 2012 collection. “It’s a fusion of London edge, Paris chic and Scandinavian minimalism,’ says Bakir. And the continental mixture of influences makes sense, considering Bakir and design partner Emma Hedlund studied at London College of Fashion and Central Saint Martins in London, worked for Wooyoungmi and Kanye West in Paris before moving back to their native Malmö to kick start their new design venture last year. But there’s more to the Swedish connection than just a sense of simplicity and minimalism; Common is all about domestic manufacturing. Traveling the country, Bakir has sought out factories that can supply Common with quality, traditional fabrics and materials. But their obsession with municipal heritage does not mean Common is all about traditional Swedish national costumes. Rather, and this is where Bakir and Hedlund’s creative might shines through, Common manages to combine luxurious fabrics with suave cuts and subtle color combinations, creating a hyper-modern brand anchored in national pride.
Source: Hemma Magazine