Fashion Metropolis 07 by mifei

VIEWS: 8 PAGES: 5

									                Berlin, January 2007

                 Berlin Establishes Itself as a Center of European Design,
                 Offering Diversity in Fashion from Haute Couture to
                 Streetwear
                 Alongside Paris and Milan, Berlin is now making a name for itself as a European
                 fashion center. Young and creative designers are flocking to the German capital,
                 more and more company headquarters are opening their showrooms on the Spree
                 River, and at the beginning of the year UNESCO added Berlin to the “global network
                 of creative cities”. Since January 19th 2006 the German capital has officially borne
PRESS RELEASE




                 the title “City of Design”. Some 350 primarily young designers and creators have
                 currently set up shop in the capital. The fashion spectrum ranges from haute
                 couture – anything from individual pieces to small series and off-the-rack collections
                 – to urban and streetwear.


                 Fashion and Berlin – a combination with a long history. As early as the end of the
                 Prussian era, Berlin chic was known for being saucier and more effusive than Paris
                 couture. In the Roaring Twenties, Berlin even advanced to being the leading
                 fashion center of Europe. After the fall of the Wall, the city once again developed
                 into a magnet for designers and creative minds who demonstrated inexhaustible
                 innovation and set new trends. The design hit of the 1990s, for example, was
                 recycling fashion, with designers such as Jörg Pfefferkorn and Next G.+U.R.+U
                 Now. Experimental and improvisational elements as well as an affinity for art
                 characterize essential parts of the Berlin fashion scene even today. Seven fashion
                 schools ensure that the city offers education to nurture young creative minds who
                 often remain in the city following graduation.




                Contact: Berlin Tourismus Marketing GmbH / Press and Public Relations Office     p. 1 of 5
                Natascha Kompatzki, Public Relations Manager and Press Officer
                Christian Tänzler, Media Relations Manager
                Tel.: +49 / (0)30 / 26 47 48 – 969 /– 912
                Fax: +49 / (0)30 / 26 47 48 – 983
                Am Karlsbad 11 / D-10785 Berlin
                natascha.kompatzki@btm.de, christian.taenzler@btm.de
                http://www.berlin-tourist-information.de
Fashion Tradeshows Present New Collections


The colorful fashion scene on the River Spree is consequently ideal as fertile ground
for new ideas, creating an attractive environment for fashion professionals of all
styles. Numerous tradeshows, such as “Bread and Butter”, “Premium” and “5th
Floor”, have now made the city a fashion Mecca and an important platform for the
latest trends.


Media and Fashion: an Attractive Symbiosis


The fact that Berlin is setting the tone when it comes to what is trendy is also shown
by the latest developments in the film and media sector which for ages has been
regarded as the bellwether of fashion. The entertainment event “Popkomm”
(September 19-21, 2007), one of Europe’s most important music tradeshows,
abandoned Cologne, its home of many years, in 2004 and moved to Berlin. Youthful
enterprises such as MTV and Universal have likewise recently set up shop on the
Spree, convincingly demonstrating how closely fashion, media, and trends go
together.


One successful example of this attractive symbiosis was the MTV Pop-Up Store, a
mobile fashion extravaganza that extolled scene fashion and trend products for just
one week in Berlin and several other German cities. The concept came off well, and a
repeat in 2007 may certainly be in the cards.


Berlin Conquers the World with a Guerilla Store


The guerilla store of the top Japanese label Comme des Garçons is relying on word of
mouth and the lure of the unknown. Intentionally off the beaten path of the common
shopping row, this designer fashion shop was set up for the first time two years ago in
the Chausseestraße in the central district of Berlin. After just a year, and in spite of its

Contact: Berlin Tourismus Marketing GmbH / Press and Public Relations Office          p. 2 of 5
Natascha Kompatzki, Public Relations Manager and Press Officer
Christian Tänzler, Media Relations Manager
Tel.: +49 / (0)30 / 26 47 48 – 969 /– 912
Fax: +49 / (0)30 / 26 47 48 – 983
Am Karlsbad 11 / D-10785 Berlin
natascha.kompatzki@btm.de, christian.taenzler@btm.de
http://www.berlin-tourist-information.de
great success, the boutique was closed again in February 2005, because the creator’s
credo includes the element of surprise and flexibility: indeed, guerilla tactics. After a
brief intermezzo in the Karl Marx Allee and a lengthier absence, the trend shop then
unexpectedly popped up again in the German capital: since the end of May 2006, it is
once again housed in the central district of Berlin, this time one corner further down, in
the second rear courtyard of Brunnenstraße 152. The end of the project remains
open. Those who don’t manage to pay a visit to the trendy store in Berlin can try their
luck in Hong Kong, Reykjavik, or Warsaw: after the successful inauguration of the first
shop in the city on the Spree, a few other branches have been established for the time
being at selected locations around the globe.


“Made in Berlin” Design: The berlinomat


At least as successful is the presentation of local design in the German capital, for
example, in the berlinomat. This shop in the part of town where the scene is at,
Friedrichshain, combines the goods of more than 150 Berlin designers under a single
roof, including clothing, jewelry, and sunglasses as well as design accessories and
furniture.


But in other places, as well, Berlin labels and original trend shops are present in
droves. A stroll through the Oderberger Straße in the district of Prenzlauer Berg
quickly turns into a revelation for victims of fashion. This is where saucy new Berlin
lables may be found, such as, Hasipop, the showroom of the Esmod graduates
Andrea Hartwig and Sarah Elbo (Hartbo + L’wig), or Kauf dich glücklich! – a whirl of a
shop in which, in addition to ice cream creations in the cone (possible ingredients:
olive paste and ewe’s cheese!), all sorts of accessories, toys, and other tiny delights
may be found. And the name (which means “Buy Till You’re Happy”) says it all: even
the furnishings may be carried off. For a price, of course.
Right on the corner, on the Kastanienallee, is Luxus International: a shop that makes
its sales space available to various artists. Around sixty creators and designers

Contact: Berlin Tourismus Marketing GmbH / Press and Public Relations Office          p. 3 of 5
Natascha Kompatzki, Public Relations Manager and Press Officer
Christian Tänzler, Media Relations Manager
Tel.: +49 / (0)30 / 26 47 48 – 969 /– 912
Fax: +49 / (0)30 / 26 47 48 – 983
Am Karlsbad 11 / D-10785 Berlin
natascha.kompatzki@btm.de, christian.taenzler@btm.de
http://www.berlin-tourist-information.de
present their wares here, and the products on offer are just as colorful. They range
from fashion to accessories and jewelry all the way to games and comical trinkets of
every sort. Also on the Kastanienallee, and recently also at the Hackesche Höfe in
the central district, is the shop of Ralf Hensellek and Thomas Mrozek. In 1995, the
two of them founded the label Thatcher which stands for effusive women’s fashion for
the business woman between the age of twenty and forty-five. The collections, which
have also regularly caused quite the furor on the Paris runways, impressively illustrate
how successful Berlin chic also is internationally: more than half of Thatcher’s sales
are currently achieved abroad.


The Galeries Lafayette, the popular department store on the legendary
Friedrichstrasse, has likewise responded to “Made in Berlin” fashion and, in
cooperation with the Esmod fashion school, now offers “Labo Mode”, a platform for
young designers. They each have the opportunity to present their creations in a
dedicated sales area for three months.


International Designers, New Showrooms, and Fashion in the Museum


International designers, on the other hand, are increasingly drawn to the
Kurfürstendamm. The most chic and elegant fashion shops can be found between the
Bleibtreustrasse and the Olivaer Platz, including Escada, Versace, Jil Sander, Prada,
Chanel, Cartier, and now also Valentino and Gucci.


Since summer 2005, the trend labels of international designers have been available at
F 95, the “Premium” store. It is named after its address of Frankfurter Allee 95 and is
the place to find in particular international labels that have been presented at the
“Premium” fashion tradeshow.


Several international fashion brands have opened new showrooms in the Osthafen on
the banks of the Spree. Since autumn 2006, the old warehouse next to the

Contact: Berlin Tourismus Marketing GmbH / Press and Public Relations Office           p. 4 of 5
Natascha Kompatzki, Public Relations Manager and Press Officer
Christian Tänzler, Media Relations Manager
Tel.: +49 / (0)30 / 26 47 48 – 969 /– 912
Fax: +49 / (0)30 / 26 47 48 – 983
Am Karlsbad 11 / D-10785 Berlin
natascha.kompatzki@btm.de, christian.taenzler@btm.de
http://www.berlin-tourist-information.de
headquarters of the television broadcaster MTV presents brands such as Hugo Boss,
Marc Cain, and Orwell under the title “Berlin Labels”.


The Kunstgewerbemuseum (Museum of Applied Arts) at the Kulturforum now
presents not only the latest fashions, but also the trends of the last two hundred years.
Last year, prompted by the renowned designer Vivienne Westwood – creator of punk
fashion and until recently active at the Berlin University of Arts (UdK) – the museum
acquired the Kamer/Ruf fashion collection. This is one of the largest private
collections of fashion and accessories from the eighteenth to twentieth centuries in the
world and includes magnificent dresses and opulent costumes, from court robes in
French style to Coco Chanel and Yves Saint Laurent.


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Websites:

www.modedesign-berlin.de
www.kleid.de
www.in-mode.de
www.modedesigns.de
www.kurfuerstendamm.de
www.friedrichstrasse.de
www.heckmann-hoefe.de
www.kauflust.de
www.berlinculture.de
www.breadandbutter.com
www.b-in-berlin.de
www.esmod.de
www.udk-berlin.de
www.guerilla-store.com
www.hartbolwig.de
www.thatchers.de
www.hasipop.de
www.modedesign-berlin.de
www.labels-berlin.com
www.f95store.com


Contact: Berlin Tourismus Marketing GmbH / Press and Public Relations Office       p. 5 of 5
Natascha Kompatzki, Public Relations Manager and Press Officer
Christian Tänzler, Media Relations Manager
Tel.: +49 / (0)30 / 26 47 48 – 969 /– 912
Fax: +49 / (0)30 / 26 47 48 – 983
Am Karlsbad 11 / D-10785 Berlin
natascha.kompatzki@btm.de, christian.taenzler@btm.de
http://www.berlin-tourist-information.de

								
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