AB Comms has been appointment to handle all communications and talent strategy for the UK market for the launch of womenswear brand SAMDI.

Co-founded by Nina Hopkins, the Creative Director and Co-Founder of outerwear label Jakke.

Taking its name from a playful twist on the French word for Saturday (Samedi), SAMDI celebrates the spirit of the weekend: brunch with friends, flower-market strolls, countryside walks, weddings, and every moment in between.

Each season, the collection is built around mini ranges that capture the different ways women spend their Saturdays.

The collection includes a curated edit of outerwear, blouses, and dresses, with each garment thoughtfully designed.