I am on my way to the Berlin Fashion Week. What awaits me? Why am I going? Isn’t it easier to follow it online instead of trudging through this miserable weather? Definitely not.

For one it’s important to meet the people one works and cooperates with and also it’s an opportunity to meet new people, especially those that I’ve always wanted to meet.

For instance, I’m looking forward to the photographers Norbert Schörner and Nick Knight. There are, however, so many people to see and events to attend that it usually boils down to “we’ll talk on the phone”. These are bitter-sweet moments.

The future of fashion lies in Berlin

One major topic of conversation will surely be what role Berlin is going to play amongst the fashion capitals of the world. More and more people are convinced that the future of fashion lies in Berlin. In the capital its all about sports- and streetwear worn with finesse rather than robes for the red carpet.

Another topic is the demise of the men’s clothing industry. Colleagues, returning from the men’s fashion fair Pitti Uomo in Florence, feel that the game is up. Fairs and shows are important to align your own thinking and perceptions with the presentations given by designers and brands. This also requires an atmosphere, both of the show and of the city itself.

Fashion requires atmosphere

What is presented in the internet is “the fashion stage, not the fashion itself” as Sybille Klose says in a discussion with the fashion-theorist Ingrid Loschek. “The screen does not allow for sensual perception, the subtle quality of design, the haptic-tactile materiality, the movement of the garment on the body, the innate wearing comfort. This all remains vague,” says Klose.

For the opening of the Fashion Week Minister of State Cornelia Pieper is inviting the movers and shakers of the fashion world to the International Club of the Federal Foreign Office, before the official opening of Bread & Butter at 8 pm.

On Wednesday things move up a gear with the Mercedes-Benz Fashion Week Berlin, the fashion show Premium, the jeans fair Jam and the intimate fashion fair 5elements.

I am especially looking forward to the shows from Schumacher, Doreen Schulz and Clara Leskovar (c.neeon)and “The Überflieger” (high-flyer) of summer 2009, Michael Sontag.

Published/Released

Young Germany, January 19th, 2010, with the heading “On the way to the Berlin Fashion Week“