Berlin Fashion Week
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My first Berlin Fashion Week coincided with my first visit to the German capital.
I will not hide fashion weeks that happen in the coldest weather are not exactly my type. That’s why I was thinking of postponing Berlin for a warmer season. However, sometimes there are trips that happen super spontaneously: after 1-2 conversations, a meeting, an invitation via email, etc.
That Berlin Fashion Week was my first, different and unique on its own way. It brought me good emotions, contacts and latest insights on the fashion and luxury industry, presented by top experts. The level of professionalism was so high that in half an hour I got information, data, and reflection topics that I would hardly have gathered for a month on the Internet.
Berlin Fashion Week brings the energy of the young design, rebellious and, at the same time – conservative. I could not help noticing in Germany function dominates the form. This applies not only to everyday life but also to style of dressing and design. (So far I have not seen so many winter, Alpine-ski collections during a Fashion Week). One of the paradoxes is Germany is one of the largest fashion (and luxury) industry markets. Though, the most famous local brands and designers take part in fashion weeks in Paris, New York, and so on. Nonetheless, fashion and the “creative industries” occupy an important place in the country and can benefit from various forms of subsidies and partnerships.
If you have to describe Berlin Fashion Week in three words, then they would be:
Sustainability, innovation, functionality
I got captivated by Ewa Herzog‘s dresses, and Bogner ‘s collection made me see winter sports differently, I suddenly wanted to hit the slopes dressed in their clothes. My impression was similar to the Sportalm Kitzbuhel collection, which also had much more urban suggestions.
When I started preparing for the event, I was expecting it to be super structured and organized. In fact, it was slightly chaotic, decentralized and a bit confusing (especially if you do not speak German). This was certainly partly due to the withdrawal of Mercedes-Benz as the main sponsor of the Berlin Fashion Week. The automobile giant was committed to supporting and organizing a smaller event (with 10 shows) and being the car partner for commuting between the different events. (E-werk, the location of Mercedes Benz Fashion Week was right next to a huge yard with Trabants – so contrasting and somewhat typical of Berlin!)
The fashion week was a big event where a lot of things happened (unfortunately – some of them at different locations and at the same time) – Premium, Seek, Bright, Panorama exhibitions, Fashion Tech & Fashion Sustain conferences, Der Berliner Salon where took place shows and presentations, additional events organized by brands and designers, networking parties, PR events, etc. The most difficult was tracking and coordinating all of this because they were totally decentralized. To make a schedule for these 5 days was like a sophisticated puzzle;)
I was surprised there was no bags/baggage checks either metal detectors during these big events (something that happens during Paris Fashion Week for instance). I felt a bit disappointed by the markedly distant behavior of the German fashion community. On the other hand, I liked the eclectic, effortless and creative vibe, as well as the fact street photographers took photos of original looks, not only the heavily branded ones.
And you, guys, do you have any observations of Berlin and the fashion life there?
Photos: Olympus Pen Bulgaria
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