When normal photo shoots became impossible due to pandemic restrictions, creative thinking became the order of the day. German Harper’s Bazaar is the perfect example.
Berlin Fashion Week celebrated another successful start into a new fashion year in January. In addition to numerous side events and inspiring fashion shows, the topic of sustainability was also on the Fashion Week agenda. The Fashion Council Germany (FCG), which is committed to promoting young designers and Germany as a fashion location, has launched the "German Sustain Concept", a promotional programme that aims to spotlight the sustainable fashion movement in Germany and establish young design talents in this field on the market. Harper's Bazaar editor-in-chief Kerstin Schneider was part of the jury. We talked to her about the relevance of sustainability in fashion and the importance of Berlin as a fashion location.
You were on the jury of the German Sustain Concept this year. What does this award stand for and what significance does sustainability have in fashion?
Sustainability is the future of fashion. And this is exactly what German Sustain Concept stands for. I found it particularly interesting that each of the four winners had their own very special approach to this topic. For example, there was Working Titel, a label that produces completely plastic-free, or Lara Krude, who only works with local producers.
What significance does Berlin have in the international Fashion Week business and is Berlin relevant as a fashion location?
Berlin is important for providing a good platform for German or German-based designers to present their collections. Berlin Fashion Week is not about competing with Milan or Paris. Promoting local talent and the German fashion industry - that is what it's all about. Fashion is an economic factor and part of our culture!
Have you noticed any changes since Berlin Fashion Week 2007 first took place?
Yes, quite clearly. Designers like Odeeh or Rianna and Nina are now also known internationally. They sell in top online stores like Matchesfashion.com or in the best Japanese boutiques. German fashion and German design are on the radar now.
What do you wish for the future of Berlin Fashion Week?
More international audience and support from the city of Berlin. There are so many exciting locations that could be opened up to young designers - just like Milan, which opens the most beautiful palazzi to fashion.
By Julia Bruckmann