There’s been an ongoing discussion about Berlin Fashion Week and its identity. On this note, should fashion and technology rub shoulders even more?
The discussion about Berlin’s creative identity is as old as 2003, when the city started showing fashion with its first Bread & Butter. Does it have one? Does it need one? And where does Berlin stand in relation to all the established hubs such as London, Milan or Paris?
It wasn’t the first time that the Berlin date clashed with a fashion week in another city, this January the mens shows in Paris. Where this has led to frustration in previous years, this season, some of the relevant editors moved straight to the front rows in Paris without hesitation. And, traditionally, brands who want to make it internationally show their collections there anyway (current example: GmbH). The fashion world order with Paris at its centre is still in place.
GmbH AW18 ‘My Beauty Offends You’ Look 20. Samuel. . ‘Father child Angels of the night’ – Nico ( The Falconer ) . Styling @emimikareh Casting @christopherlandais @martinfranckcasting Hair @hollismithhead Make up @ingegrognard Show production @danielhettmann Music @lukas.heerich PR @ritualprojectsparis . . GmbH in collaboration with Jewellery @alancrocetti Chainmail @fannieschiavoni Reclaimed leather @spidi_on_track . Shoes Bata Industrials #gmbh #pfw #parisfashionweek #aw18
And now, since Bread & Butter has become a show for end consumers and the IMG tent is gone, the importance of Berlin Fashion Week seems to diminish, at least in the perception of the international eye. In some calendars Berlin doesn’t even appear as fashion week anymore but as market week.