Brand Tone

Sophisticated & Artistic, Progressive & Modern, Understated & Confident, Intellectual & Considered, Slightly Edgy & Unconventional

Brand Values

• •Quality Craftsmanship & Fabrication
• •Individuality & Self-Expression
• •Cultural Fusion & Duality
• •Innovation & Progressive Design
• •Timelessness with a Modern Twist
• •Consideration & Authenticity

Best Practices

• •Embrace Understatement: Let the quality and design speak. Avoid overly loud or hyperbolic language. Focus on sophisticated, concise descriptions.
• •Highlight Duality and Contrast: Consistently weave in the theme of "unexpected pairings," "masculine meets feminine," "tradition and modernity," or "Scandinavian minimalism with global influences" where appropriate. This is a core differentiator.
• •Focus on Fabrication and Form: Use precise and evocative language when describing materials, textures, and silhouettes. This reinforces the value of quality and design integrity.
• •Maintain an Artistic & Conceptual Lens: Frame collections and pieces with their underlying inspirations or concepts, appealing to a design-conscious audience. Refer to collection themes like "In Between Spaces" or "Nostalgic Future."
• •Speak to the "Self-Confident Individual": Craft copy that empowers the wearer, suggesting that CMMN SWDN is for those who are discerning, appreciate unique design, and are not simply following trends.

Social Perception

Respected Niche Designer Label, Innovative and Unique, High-Quality, Artistic and Fashion-Forward, Evolving, International Appeal

Copy Examples

• •CMMN SWDN AW25: In Between Spaces. Exploring the nuanced dialogue of heritage and modernity. Discover the collection.
• •The 'Artisan' Blazer. A deconstruction of classic tailoring, rendered in Italian wool with an unexpected drape. For the individual who defines their own silhouette.
• •Fluidity in form. The essence of CMMN SWDN – where contrasting textures meet redefined masculinity/femininity. #CMMNSWDN #ContemporaryFashion #DesignLed
• •CMMN SWDN. Crafting a new narrative in contemporary style through the art of contrast and a commitment to exceptional fabrication. Founded by Saif Bakir & Emma Hedlund.
• •Access the Archive: Signature CMMN SWDN pieces, reimagined.