Swedish Label Common

Not Your Everyday Swedish Label - NYTimes.com: The Swedish fashion brand Common introduces their third collection. Saif Bakir and Emma Hedlund, the duo behind the Swedish fashion brand Common, are buzzing on a sartorial high. After recently receiving the Scandinavian Elle Magazine’s Newcomer award — even though it’s not a women’s-wear brand — they’re now officially introducing their third collection . . .  Classic Swedish illustrators, like Lars Jonsson and Hans Krondahl, are this season exchanged for the young and hyped Paris-based design agency Stsq. Next in line is a New York-based street artist. The collaborations are key to the brand’s DNA. In the fall collection, the logo print not only develops Common’s aesthetic but also helps further the brand. “We wanted to create an abstract print where the logo is not instantly recognizable,” Bakir explains. Key pieces from the collection include garments that are carried over from season to season in updated fabrics and colors, like the mac coats and bomber jackets that have always been part of the fundamental design concept. For fall, many of them show up in a dense mix of alpaca and virgin wool. Logos or no logos, Common will no doubt get its name out there, and it won’t be based on shameless self-promotion but creative talent and an unquestionable eye for subtle color combinations, suave details and a dedication to elegant modernity. . . ." read more at link above

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