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What is Berlin's standing in the fashion world?

January 10th 2020

By FasionUnited

The German market is notoriously difficult - consumers shop conservatively, are very price-conscious and are not keen to experiment. Nevertheless, the German economy is Europe's largest, and Berlin Fashion Week remains a relevant event for brands expanding into the market. Many brands choose Berlin trade fairs for their launch in Europe or Germany as the country’s journalists, influencers and bloggers gather at shows and parties in the German capital during the week. Brands such as Marc Cain or Marc O'Polo may not show at the fairs, but they still use the week to invite clients and press to their fashion show or for breakfast.

Despite many complaints that the runway lineup in Berlin has become thinner, that doesn't mean there aren't any intriguing talents coming from Germany. You only have to look at the Berlin Showroom, which brings German fashion designers to Paris every season. But their common presence in the German capital is missing after the end of the Berliner Salon that used to display German fashion designers from 2015 onwards - the same year the German Fashion Council was founded. The lobby group represents German fashion design, promotes young talent and makes the case for federal support for the sector. Until now, fashion as a cultural asset has been promoted regionally in Germany but not federally. The city of Berlin is currently investing 450,000 euros annually in its fashion infrastructure.

Berlin is on the radar of trend watchers like WGSN because of its street style and the green trade fair Neonyt, said Smith. There are fashion-tech start-ups like Zyseme, tailoring shirts with the help of algorithms, or Lukso, which is working on a blockchain for the entire fashion industry. If there was one place currently where the entire German fashion industry meets, it would be at Berlin Fashion Week.

Berlin's diversity is both its greatest strength and weakness. It appears difficult to find a fashion identity for the dynamic city that would be valid today. Only when looking to the future of Berlin does everyone seem to agree: "Berlin stands very, very clearly for sustainability and technology. There is no fashion week or trade fair location that can match Berlin," said Thimo Schwenzfeier, head of the sustainable fashion fair Neonyt in Berlin.

The set-up of events such as shows and fairs is also changing, along with the entire fashion industry. "We believe that classic fashion weeks are a thing of the past," said Anita Tillmann, managing director of the Premium Group. It's not so much about looking at collections as it is about inspiration and networking. In order to bring fashion and tech together, she is also organizing the FashionTech Conference. "Large companies look for contacts and inspiration here in order to translate these into lucrative business models. Does all this fit into the old image of a fashion week? No. Berlin stands for permanent change and freedom," she said.