Jul 5, 2017
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Fashion Week Berlin starts with social media craze and a bit of glamour

Jul 5, 2017

The taxis surrounding Kaufhof Jandorf and the army of women in high heels making their way over the cobblestone streets signal the inevitable: Fashion Week Berlin is here. The city will see five days of fashion shows, fairs and parties.

Ewa Herzog - IMG

If Berlin has a rule, it is that there are no rules when it comes to fashion. No other city allows such stylistic freedom, no other fashion week will be ever as easy-going as this one. The perfect fashion show has been forgotten and now it’s all about the perfect social media action. Without, of course, the help of celebrities like other brands do in New York or Paris.

Just before 10AM, the first journalists and fashionistas started to arrive at Kaufhof Jandorf to see the first fashion show of the season. A large Mercedes-Benz logo greeted them at the entrance of the venue one last time, before the German automobile company discontinues its sponsorship of the fashion week.

Spring/Summer 2018 Ivanman - Ivanman

The first show is Ivanman’s a menswear brand whose Spring/Summer 2018 collection plays with clear lines and a minimalist silhouette. His strongest looks are probably the deconstructed coats and overalls in deep cobalt blue with contrasting strings in orange and green.

In the first row sat influencers, capturing every look with their smartphones, but A-list celebrities were largely absent.
Designers Ewa Herzog and Lena Hoschek set a counterpoint with transparent lace and fluid skirts at Herzog’s show, while Austrian Hoscheck – a rising star amongst Berlin’s hottest names – presented a romantic and floral narrative. In the afternoon, Anja Gockel took over with a show at Hotel Adlon to celebrate her 20th anniversary, as well as Laurèl.

The day also saw the opening of trade fairs, with some of the country’s most prominent political figures making an appearance in demonstration of support to the fashion industry.

For the first time, a member of the government took part in a dialogue about the German fashion industry, announced the Fashion Council Germany proudly. The organisation, founded in 2015, repeated its commitment to “fashion designed in Germany” and the nurturing of talent. “Most creatives are trained in Germany, but then move abroad,” said Minister of Economic Affairs Brigitte Zypries. “We have to create a new reputation for Germany as a fashion hub.” Like Fashion Week Berlin, Zypries sees great opportunities for German designers in the sustainable fashion and fashion tech arena.

At the same time, Federal Minister for Development Gerd Müller promoted responsibly-sourced, fair fashion. Müller presented to Panorama visitors his new initiative “Textilbündnis”, which has already secured the support of 140 companies, associations and organisations.

A highlight of the week will surely be an exhibition of 120 looks designed by Gianni Versace. In tribute to his work on the 20th anniversary of his death, Premium Group will present an exhibition about the legendary designer at the Show & Order fair at Kraftwerk Berlin.

Marc Cain’s show was a flowery display in the evening as models walked the runway with floral prints, and large fabric flowers on their shoulders, neck and waist. Sitting in the first row were actresses Iris Berben, Alexandra Maria Lara, Janina Uhse, Lena Gercke and singer Lena Meyer-Landrut.

Meanwhile, Riani’s show was a Latin America fiesta. The catwalk show was held at Alexanderplatz, introducing a lively Spring/Summer 2018 collection.

Over the next five days, Fashion Week Berlin will host a dozen trade fairs and 70 fashion shows. Some 3,500 exhibitors will show their collections at Berlin’s trade shows. And the week was kick-started by a dazzling summer party hosted by bloggers and social media stars Dandy Diary, while blogger Caro Daur presented the collection she designed for Superga.

But it wouldn’t be Berlin if there wasn’t a bit of glamour hidden between the layers of organza and tulle. Premium shirt manufacturer Olymp stole the show in the evening with an event at Stue Hotel with its global ambassador Gerard Butler, inviting guests to take selfies with the movie star and share them on social media. Looks like the German capital likes a touch of Hollywood after all.

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