CMMN SWDN Clothing FW15 Collection
The Fall/Winter 15 collection from Swedish brand CMMN SWDN was the perfect excuse to launch their first official e-commerce website. Here are a few words from CMMNSWDN designers Emma and Saif about this new venture:
«The website and online store is our shopfront to the world. It’s where we get the opportunity to curate and communicate the aesthetic of CMMN. We teamed up with Assembly London who has designed the site with the idea that just because it is an online store, it shouldn’t need to be boring.»
«We wanted to create a mood and have chosen not to shoot the clothes on models standing straight in front of the camera, it’s too generic. But instead, we created an editorial shoot to communicate the aesthetic of CMMN and to inspire rather than just sell clothes.»
«Having only wholesaled for the past 8 seasons we feel the timing is right as we have a much broader customer base and we are now ready to communicate directly with them. We also carry the whole collection, which hasn’t been possible to do sooner as each store choose what they like from the collection and therefore communicate their own perception of CMMN…»
«We believe that by setting up our own online store we can reach a broader customer base and spread the reach of the label further than before.»
«The store will also generate more sales, which in return will increase our production numbers, and we can start working with bigger manufacturers and suppliers. We are also very excited to get to know our customer on a deeper level and what they like and dislike.»
The latest CMMN clothing collection features a simple colour palette with a pop of orange and white contrasting with the more dark winter tones. Some cool graphics elements and tailored silhouettes, which fall right into the aesthetic of the brand.
It’s a perfect mix-up between sartorial menswear and young sub-cultures streetwear. Available to buy now are pieces like the CMMN SWDN jeans and also the CMMN Sweden coat.
Photographer: Nicole Maria Winkler
Stylist: Adam Winder
Make Up: Linda Andersson
Hair: Alexander Soltermann