Proposing a new image of masculinity (their words), Swedish label Common is amongst the newbies receiving NEWGEN support for SS14.
Set up in Malmo in 2012, designers Said Bakir and Emma Hedlund first met while studying in London in 2004 at Central Saint Martins and London College of Fashion respectively.
Their first partnership was as Head of Design for Kanye West, while AW14 marks their debut presentation at London Collections: Men.
What was your highlight of 2013?
2013 started off great with COMMON being honored Best New Brand at the Swedish Elle awards in January. We had some amazing feedback on our SS14 collection that generated new exciting collaborations with some of the pre-eminent European retailers.
However the absolute highlight of the year was to receive NEWGEN from the BFC in October. We feel honored to be part of London Collections: Men and very much look forward to our debut in January.
And what is your biggest hope for 2014?
Our hopes for the coming year are to establish and strengthen COMMON as a designer brand on the international market. We have got the great opportunity to be part of LONDON show ROOMS in Paris where we are hoping to add additional leading retailers to our current stockist list.
What's your favourite piece from SS14?
The perforated bomber jacket represents our signature piece and communicates the mood of the season.
And five words that sum up AW14, so far?
Technical performance meets sophisticated elegance.
Finish this sentence: London Collections: Men represents...
Young creatives of fashion.
Which musician should wear your clothes and why?
Frank Ocean for his sartorial laidback, sporty meets smart look.
Common presents on Tuesday 7th January.