For spring/summer '27, Gothenburg-based Séfr turns inward with a collection shaped by family, memory and the emotional weight of well-loved clothes
For spring/summer '27, Gothenburg-based label Séfr heads closer to home. After collections inspired by flamenco, Scandinavian weather and the blurred boundary between dreams and reality, creative director Sinan Abi Morshed turns to his own upbringing, exploring family, memory and the emotional language of getting dressed. Drawing on childhood memories, Morshed reflects on growing up in a home where getting dressed was purely dictated by emotion. "I remember how my parents could be impeccably dressed one day and completely relaxed and casual the next," he says. "That freedom felt very natural and authentic, and became a key inspiration for the collection."
Rather than recreating nostalgic silhouettes, the collection explores the emotional role clothing plays in everyday life. "The collection explores the emotional side of dressing – how clothing can reflect how you feel in the moment," Abi Morshed explains. Rooted in personal memories and experiences, SS27 translates that instinctive approach into a wardrobe that feels expressive, effortless and unmistakably Séfr.
Another recurring thread is the idea of garments passed between siblings and relatives: pieces that become repositories of memory through years of wear. "We were interested in the emotional value of clothes that have been worn, loved and kept for years," says Abi Morshed. "How that sense of familiarity and permanence could be translated into a contemporary wardrobe."
That sentiment is reflected in the collection's relaxed proportions and fluid silhouettes, designed to move naturally with the wearer while maintaining the label's refined, understated aesthetic. Elevated tailoring sits comfortably alongside more casual separates, creating a wardrobe that shifts seamlessly between dressed-up and everyday moments.
Perhaps the season's most notable development, however, lies in the fabrics themselves. Extensive experimentation with custom washes and finishing techniques gives selected pieces the appearance of having already lived a life, evoking treasured vintage finds and cherished family hand-me-downs. "These finishes are intended to evoke the character of treasured vintage pieces and family hand-me-downs," Abi Morshed says, "clothes that become more meaningful with age and are held onto for a lifetime."
See Séfr's full SS27 collection below.
