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Common’s AW12 collection exclusively for Hemma Magazine

Hemma Exclusive: Common Preview

Writer: David Hellqvist  / Images: Patrick Lindblom

The creators behind new label Common, Saif Bakir and Emma Hedlund, are exclusively premiering their A/W12 lookbook with Hemma.

‘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. Travelling 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 colour combinations, creating a hyper-modern brand anchored in national pride.

Add to this Bakir and Hedlund’s ambition to work with fellow creatives each season in an ongoing series of collaborations. For Autumn Winter 2012, Common hooked up with artist Lars Jonsson who supplied the bird print used for the characteristic animal camouflage seen on bomber jackets and caps. This pattern, plus the striped silk trench coat perfectly balances the more basic and simple side to Common’s wardrobe vision. What Bakir and Hedlund have cleverly understood is the male need of a predominantly functional and thought-through sartorial base, but with a few added highlights.

There’s a current trend kicking about that stipulates a ‘back to basics’ idea for many fashion brands. In a saturated market, these labels find that pursuing their roots give them the USP that customers are looking for. For some of them, stuck in years of square design and fruitless creativity, the result is nothing but a see-through market ploy. Common bucks that trend and if the S/S13 is anywhere near as good as this debut season, other brands will soon add the ‘Made In Sweden’ label to their clothes.


This publication was kindly provided by David Hellqvist.

Common’s AW12 collection exclusively for Hemma Magazine: Learn more about this project here.

Photography: Patrick Lindblom

Art Direction: Stinsensqueeze

Styling: Andrej Skok

Make-up: Linda Andersson at

S Management

Hair: Antonio De Luca

Models: Andreas @ Elite London & Rokas @ Elite London

Illustration: Lars Jonsson

Print Design: Alex Milsom

Digital: Daniel Simm

Studio: Triple Five Seven

Assistants: Mattias Bjorklund & Sarah Stedeford

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