Tuesday, November 11, 2014


Vidur FW14 Lookbook
We've all grown accustomed to the Scandinavian aesthetics employed by brands like Acne, Our Legacy, Uniforms for The Dedicated & Sandqvist. Recently there's been a band of British trained designers of Scandinavian origin or inspired aesthetically by that region and the 2 labels who are charging this new generation of Swedish via London brands are CMMN SWDN and now Vidur. 

Vidur is run by Raj Mistry and Richard Brand, who are both British trained and cite their influences as the simple fundamental nature of Nordic design that emphasizes durability and authenticity. CMMN SWDN is also run by the duo Saif Bakir and Emma Hedlund both also British trained at Central Saint Martins and London College of Fashion respectively. Whilst Vidur was set up in London, CMMN SWDN had its first roots in Malmo, Sweden before returning to the city where both designers trained to show under the BFC New Gen umbrella last season. 

Vidur SS14 Lookbook
Since it launched in 2012 Vidur has been a mainstay at the LCM Showrooms in London and also Paris their recent award would give them the chance to show a full collection for the first time on the runway. In my opinion they are totally deserving of the award as they managed to get the attention of buyers outside London from Back Door in Italy, One Fifteen in Taiwan, Dipol in Germany & Comme des Garcon in Japan. This external validation from overseas buyers is usually a key factor when BFC make their sponsorship decisions every season. 

CMMN SWDN designers Bakir and Hedlund both garnered loads of experience whilst working at fashion houses like Wooyoungmi, COS and most recently with Kanye West in Paris. This led them to set up their label. They constantly draw inspiration from youth sub-cultures fused with elegance of classic sartorial menswear.  The label picked up pace the minute it launched winning numerous awards and is presently being stocked at Harvey Nichols, Other Shop, Peggs & Son, Start London in the UK and over 20 stockists worldwide with 5 stockists in Japan and Sweden.

Together both these brands are reinforcing the Scandinavian aesthetic and succeeding at it both home and abroad.  

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