Berlin label GmbH was Founded in 2016 by Benjamin Alexander Huseby and Serhat Isik. The brand finds inspiration from their migrant background, tackling pressing political issues surrounding diversity seldom apparent in the fashion world. The Autumn/Winter 2018 collection is called "My Beauty Offends You". Originally inspired by a track by Shaneera, the extreme femme alter ego of Kuwaiti musician Fatima Al Qadiri, the title provides a backdrop to discuss common perceptions of migrants and cultural stereotyping. According to Huseby, "it feels like the colour of your skin offends people, and we wanted to say that we are embracing it and-that this is our beauty."
In an interview with LN-CC, Huseby discusses their approach to diversity: "the campaign only features brown models, everyone was European but had some form of immigrant background. For us, it's an important story, not as a tokenism but as [a reflection on] our own story. We want to make people think. It's very simple: anyone can be beautiful."
LN-CC visits the GmbH studio in Berlin to see this season's manufacturing process, with Huseby talking us through the artisanal production of the Arthur Sweater. Each item is crafted from reclaimed and upcycled garments, a meeting of Huseby's Nordic roots and Serhat's Middle Eastern heritage. Patterns, cultures and clothing types that migrate and transform to represent a very-different perspective, the perspective of GmbH. In Huseby's words, "I think this really sums up the essence of the GmbH’s concept: Europe meets the other world."