Given the circumstances of the global COVID-19 pandemic, GmbH was one of the many brands whose production and development was put to a 4-week halt. This running in parallel with important conversations arising on race and marginalized communities, GmbH returned to development with a narrative for new beginnings.
For Spring 2021 GmbH utilized Paris Fashion Weeks online platform to share artists Lars Laumann and activist and architect Eddie Esmail work, to share "how fashion can be a progressive force." Opting for a short film as opposed to the traditional runway, GmbH shared the true story of Eddie Esmail, who was arrested for homosexuality after staging a runway show in Sudan in 2010. Within the short film "Season Of Migration To The North", we see the role fashion plays with politics and how it can be both "subversive and fiercely political."
GmbH was founded as a movement, as a way to generate "conversation of race, beauty, and the struggles of marginalized communities." The un-gendered Spring 2021 collection shares the narrative of artist stories but also of the people involved in the garment creation process, during the turbulent time of COVID-19. Limited time and resources are at the pinnacle. Designers Benjamin Alexander Huseby and Serhat Isik commented “ [it was an] edited selection of our most familiar styles limited to the materials we had available." Iskik added "... it grew from a very pragmatic point of question which was ‘How we develop the collection in the first place?’