Fashion Capital Berlin Designers. Events. Networks. Page 02 Page 03

Home , Berlin Fashion Week, Fashion capital, Guido Maria Kretschmer

Facts and figures Contents Fashion capital Berlin Berlin Fashion capital Berlin Facts and figures 03

That certain something Fashion in Berlin 04-05 Fashion businesses by city Fashion capital Berlin Locations, shopping, fashion schools, trade shows 06-07

The tip of the iceberg An overview of Berlin's fashion diversity 08-10

Fashion's next wave Faces to remember 11-13 Berlin Munich In focus Eyewear design 14 3,670 2,670 Hats off! Berlin milliners international 14

The capital of sustainability 15 1 in 6 Berlin's green future businesses Showtime! Fashion shows and events 16-17 Hamburg Cologne in Berlin is part of the Fashion meets Internet The capital for start-ups 18 2,220 1,910 creative sector Fashion and industry Suppliers and service 19

Spreading the word Fashion and communication 20 Berlin's fashion industry turnover in 2010 The style report Print, blogs, etc. 21 > 2 billion € 10% of the city's cultural industry Carreers, tailor-made Fashion schools 22 And the winner is ... Competitions 23 Tourism growth Strength in numbers Networks and collectives 24-25 Fashion Week Visitors in 1993 – 2,985,100 A boost for creativity Funding and support for designers 26 visitors Visitors in 2000 – 5,006,200 Visitors in 2011 – 9,866,100 Contacts 27 50,000 250,000 in July 2007 in July 2012 www.fashion-week-berlin.com 10 Fashion schools in Berlin 600 – 800 fashion designers 240 events work in Berlin during Berlin Fashion Week in July 2012 > 1,000 students 18,500 runway start a fashion-related people 100 shows course at one of Berlin's work in the during Fashion Week in January 2012 fashion schools each year fashion industry

All stats are approximations Page 04 Page 05

Welcome to the fashion capital BERLIN IS INTERNATIONAL

Visitors from foreign countries account for almost half of the total number of guests That certain something to the city, approximately 40 %. Some stay for a few nights or weeks, others for months or even years. Around 15 % of the city’s population – some 500,000 people – come from 195 other nations. The city’s standard of living, coupled with appealing cultural and Berlin is the place to be for fashion labels. The German capital has been known as a creative hub ever leisure activities, stimulates interaction between residents and visitors and creates the since the fall of the Berlin Wall in 1989, but since the year 2000, it has also gained a reputation as a opportunity for many of the city’s fans to realize their creative ideas in Berlin. This BERLIN IS leader in fashion. Berlin is a city in which designers can make international names for themselves, makes Berlin an incubator for ideas. and from which artistic and commercially successful labels can conquer the fashion world. This CREATIVE trend has exceeded the expectations of both fashion experts and local designers. According to official statistics, 33,000 artists The city’s fashion scene is booming, call Berlin home. Every tenth working Berliner marking Berlin’s ascent from a makes a living in the dynamic metropolis to a global creative industries. BERLIN HAS fashion hot spot. SOMETHING FOR EVERYONE After the rapid development over the past BERLIN DRAWS A CROWD decade in Berlin’s fashion scene, the city has become home to more than sartorial Berlin has become the third most popular tourist city in Europe. In 1993 three million 'diamonds in the rough’ – it also boasts visitors came to the capital, which was just recovering from the effects of the fall of internationally successful labels which the wall in 1989. In 2011 the number of Berlin-visitors more than tripled at nearly More and more German and international labels are moving to Berlin. Twice a year, offer fashion to suit every style. Avant- 10 million. The ten million mark was topped before the end of 2012, and even more during the rapidly expanding Berlin Fashion Week, they have the opportunity to present garde upstarts are complemented by tourists are expected in the future. their work and network with the global fashion scene, its buyers and the media. innovative online and e-commerce fashion businesses. The diversity of the Concurrently, an entire sector of the fashion industry is being formed, offering its services scene creates constant innovation and a and materials, as well as its support, to Berlin’s increasingly professional labels and their treasure of networked know-how. international clientele. The city’s fashion scene is booming, marking Berlin’s ascent from a dynamic metropolis to a global fashion hot spot. A number of contributing factors safeguard its sustained development: Thomas bentz Berlin trainS the Co-Director/Fashion Designer next generation Achtland Berlin, a place for investment The city’s ten fashion schools have “Berlin is big but still gives us Berlin is increasingly referred to as the new Silicon Valley. The German committed themselves to the task of the opportunity to breathe capital’s creative edge is thriving, with investors from all training young talented students to freely; having a studio of over the world eager to uncover its ideas, networks and become outstanding fashion designers. your own is possible and creative minds. Berlin's government actively promotes this From Berlin, many young designers pour development. Each year, approximately 75 million euros out into the world, while others stay to much earlier than it is in in subsidies are invested in enterprises and projects in sectors display their talent at local labels or the cities like London or New such as information and communication technology, media and international fashion enterprises that are York! We've also seen that the the creative industries. increasingly relocating to the city. diversity of Berlin’s creative impulses generates a lot MD.H | Catwalk 2011 of curiosity internationally pertaining to anything about BERLIN IS LIVABLE 'Berlin.' People abroad are increasingly interested in The city's cultural offerings are above and beyond those of any other German city. anything that comes from More than 170 museums, around 400 art galleries, dozens of theaters and hundreds Berlin, while the Berliners of cultural events each year ensure that Berlin’s creative minds are supplied with fresh inspiration around the clock. Similarly, parks and recreational areas beckon themselves are curious about residents to relax and experience Berlin: 15 % of the city’s area is green. Additionally, everything new.” Bikini Berlin Bread & Butter | The Rock Highlights | F. Taffelt the city’s living space is more affordable than in any other western European capital. Page 06 Page 07

50 Locations, shopping, fashion schools, trade shows Berlin labels/flagship stores

Concept and specialty stores

Fashion stores Fashion capital Berlin Brunnenstraße 26 6 23 Events/trade shows* 4 Kastanienallee

28 Prenzlauer Allee Fashion schools 1 A7 8 Esther Perbandt 23 Wertvoll Almstadtstr. 7, Mitte Almstadtstr. 3, Mitte Marienburger Str. 39, Prenzlauer 18 14 25

Friedrichstraße 24 19 11 Greifswalder Straße Berg 10 2 9 13 2 Trippen 9 Kavier Gauche Berlin's first specialized 27 8 5 3 1 Rosenthaler Str. 40-41, Mitte Linienstr. 44, Mitte sustainable fashion store 16 7 12 42 35 47 Karl-Marx-Allee 3 Don‘t Shoot the Messengers - 10 Lala Berlin Store 24 Konk Mulackstr. 7, Mitte Kleine Hamburger Str. 15, Mitte 36 33 DSTM 20 32 Rückerstr. 10, Mitte One of the city's most successful A reliable address for fashion 44 31 Straße des 17. Juni Holzmarktstraße labels, famous for its cashmere discoveries for a decade 39 4 Antonia Goy creations 30 34 Brunnenstr. 5, Mitte 25 Soto 43 11 Q by Umasan Torstr. 72, Mitte 21 Heinrich-Heine-Straße 5 Butterflysoulfire Linienstr. 40, Mitte A haven for mens clothing Potsdamer Straße 22 Oranienstraße Mulackstr. 11, Mitte 46 12 Mykita Store 26 CHKA 48 15 29 6 C Neeon Rosa-Luxenburg-Str. 6, Mitte Kastanienallee 47, Mitte 17 38 45 49 Kastanienallee 55, Mitte Flagship store of the internationally renowned eyewear label 27 Le Coup Shoes 7 Rike Feurstein Steinstr. 16, Mitte 41 Rosa-Luxemburg-Str. 28, Mitte 13 ic! Berlin Eyewear Max-Beer-Str. 17, Mitte 28 Adrett 37 40 Weinbergsweg 23, Mitte 14 Thone Negrón Schröderstr. 13, Mitte 29 F95 Store 38 Premium Exhibition Berlin designer Ettina Berrios- Luckenwalder Str. 4-6, Kreuzberg Luckenwalder Str. 4-6, Kreuzberg 43 Oberstufenzentrum Bekleidung 47 Akademie Mode und Design Negrón's label und Mode (OSZ), (AMD) 30 White Label Fair 39 Capsule Standort 1 Franklinstr. 10, Tiergarten 15 Fiona Bennett Salon Potsdamer Platz 1, Mitte Straße der Pariser Kommune 8, Kochstr. 9, Mitte Potsdamer Str. 81, Tiergarten Friedrichshain 48 Berufsausbildungszentrum 31 Show & Order 44 Universität der Künste (UdK) Lette-Verein 16 Departmentstore Quartier 206 Heizkraftwerk Mitte, Köpenicker 40 Panorama Straße des 17. Juni 118, Viktoria-Luise-Platz 6, Schöneberg Josef Voelk Friedrichstr. 71, Mitte Str. 70, Mitte ExpoCenter Airport Charlottenburg 49 Hochschule für Technik und Owner 17 Murkudis 32 Bright 41 BEST-Sabel-Berufsfachschule 45 ESMOD Wirtschaft (HTW) The Corner Potsdamer Str. 81, Mitte Am Krögel 2, Mitte für Design Görlitzer Str. 51, Kreuzberg Wilhelminenhofstr. 75A, "Because of its history and Concept store on 1,000 square Lindenstr. 42, Köpenick Oberschöneweide meters 33 Green Showroom 46 Mediadesign Hochschule für its expansive size, Berlin Hotel Adlon Kempinski 42 EBC Hochschule Design und Informatik 50 Kunsthochschule Weißensee is entitled to two shopping 18 Happy Shop Unter den Linden 77, Mitte Alexanderplatz 1, Mitte Lindenstr. 20-25, Kreuzberg Bühringstr. 10, Weißensee areas. They are fundamen- Torstr. 67, Mitte tally different, just like 34 Ethical Fashion Show New York has Uptown and 19 Upcycling Fashion e-werk, Wilhelmstr. 43, Mitte Linienstr. 77, Mitte Downtown and Paris has KaRl-HEINZ MÜLLER 35 The Gallery Berlin Founder and Director – Bread & Butter Berlin the Rive Gauche and Rive 20 The Corner East Café Moskau, Karl-Marx-Allee 34, Droîte. In our stores in Französische Str. 40, Mitte Mitte “Berlin is more grown up, but the city hasn’t lost any of its originality. the western part of Berlin, The Mitte district is a good example: When we moved into our offices we serve a predominantly 21 The Corner West 36 Mercedes-Benz Fashion Week Berlin in Münzstraße in 2003, we were pioneers. Today, countless established Wielandstr. 29, Charlottenburg At the Brandenburg Gate local clientele, while our brands have located their flagship stores here. They are joined by buyers in the east consist 22 Voo Store 37 Bread & Butter smaller original store concepts and this results in an interesting, mostly of non-Berliners.” Oranienstr. 24, Kreuzberg Former Tempelhof airport unique entity.”

*As of December 2012; events and their locations are in a state of flux. Page 08 Page 09

UMASAN Hailed as one of the most MICHAEL SONTAG The concept by sisters Anja and Sandra promising young Germany labels, This designer owes his first international Umann is based on vegan fashion inspired and celebrated by the press as recognition to the famous fashion critic by the laws of yoga. Their collections “Jil Sander’s daughters”: Johanna Suzy Menkes, who praised Michael cast away all animal-based materials, Perret and Tutia Schaad. Indeed, Sontag’s catwalk presentation at including leather, wool and cashmere. their restrained style follows in Mercedes-Benz Fashion Week Berlin Like many other Berlin-based designers, the footsteps of Germany’s Grand in 2009. The young designer further the Umann sisters not only took a leap Dame of minimalist fashion cemented his reputation as one of by starting their own label, but also from the 1980s. Perret Schaad Berlin's most promising artists by opened a small flagship store in the combines meticulous pattern participating in various fashion awards architecturally striking L40 building in construction with draping, which and by bringing his fashion to art- Mitte. results in a style defined by both oriented exhibitions. Draping on the www.umasan-world.com austere and casual. The two met model is his preferred design approach, at the Weißensee Academy of Art and his creations are often distinguished Berlin and and since launching by a flowing silhouette that highlights their label in 2009, they have the female shape. He refines his work established an international through unusual cuts, asymmetrical lines An overview of Berlin’s fashion diversity reputation within a remarkably and oversized proportions. short time. www.michaelsontag.com

PE RR E T SCHAAD www.perretschaad.com

The tip of the VLADIMIR KARAL EE V The label in Vladimir Karaleev’s clothes and a warning on the website alert iceberg potential customers that the frayed edges and worn look are not an accident, but an integral part of the aesthetic. Diversity is the most defining characteristic of Berlin's fashion What was once made popular by the scene. The broad spectrum ranges from traditionalists, who Antwerp Six or Commes des Garçons – deconstruction as design feature – is are committed to the art of tailoring, to designers devoted to also at the heart of Karaleev’s label. He the production of sustainable, wearable or out-of-the ordinary concentrates on basic colors; shape and silhouette are distinctive features in his pieces. Thanks to the city’s increased popularity in recent years, work. The Bulgarian-born and raised many designers from other countries continue to relocate to designer arrived in Berlin at age 19 to the German capital to benefit from its creative flair. Here are study at the HTW Berlin University of Applied Sciences. Karaleev entered into some examples of the best, brightest and most diverse talent the fashion scene in 2006 and celebrated on the local scene. his initial success during the Mercedes- IRIE DAILY Benz Fashion Week Berlin, with low- Irie Daily is a true pioneer. In 1994 four Kreuzberg-based friends joined forces to budget fashion shows accompanied by immortalize their passion for street wear, music culture and the city’s then-rough violin music in gallery spaces as well as energy on printed T-Shirts and sweatshirts. Almost two decades later, the label has with catwalk shows in the official tent. become an internationally successful brand. www.vladimirkaraleev.com www.iriedaily.de

Leyla Piedayesh GUIDO MARIA KRETSCHMER Designer – LaLa Berlin “Berlin changes with every minute, absorbes everything and is This designer, born in Münster, Germany, forged his own path in the fashion business. He entered the fashion world at the hippie market on the Spanish island Ibiza, then propelled by its residents and their individuality. You can find studied fashion in Barcelona and embarked on a career in corporate fashion design. innovation on every corner. This is very inspiring and leaves space While he stayed in the background, his creations made their way around the globe in for personal creative fulfillment. Berlin is open to everything new, the shape of uniforms for Deutsche Telekom, the Hapag Lloyd airline and Kempinski which is why young designers set up camp here, but the success of Hotels. In 2004 he started his own fashion label, consisting of exclusive day and eve- LaLa Berlin illustrates that this isn’t only a city for niche products.” ning wear. He first presented at the Mercedes-Benz Fashion Week Berlin in 2009 and is also known for his work in costume and film design. www.guidomariakretschmer.de Page 10 Page 11

This designer’s focus is rather Faces to remember unusual. While many of his Berlin fashion peers seek stimulation in distant countries, Frank Leder – born in 1974 and educated at the Fashion's next wave prestigious Central Saint Martins College of Art and Design in Every six months, new creations are presented at the Berlin Fashion Week, and behind these London – is devoted to German culture. To be more precise, he collections are the rising fashion makers who attract international media and buyer interest. A is inspired by traditional work cross-section of the newcomers reveals that Berlin’s young fashion labels are distinguished by uniforms worn by Germany’s their motivation to be different and their affinity to this dynamic city. butchers, foresters and vagabonds. His fan base, however, is decidedly In alphabetical order: international. The Charlottenburg- based designer enjoys considerable popularity around the world, especially in Japan. ANNA VON GRIESHEIM

FRA N K L E D R www.frank-leder.com Although Berlin’s fashion scene is dominated by the new generation of fashion designers – most of whom started their careers in the late 2000s – some designers have ISSEVER BAHRI successfully built up their labels over decades, thanks to convincing, wearable designs Cimen Bahri and Derya Issever met early in and a loyal, fashion-conscious clientele. One of these designers is Anna von Griesheim, their studies at the HTW Berlin University who started her label in 1991. Her list of loyal fans includes many German celebrities, of Applied Sciences. Their friendship grew among them Chancellor Angela Merkel. into a business partnership in 2011, when www.anna-von-griesheim.de BLAENK Issever Bahri’s first collection garnered Silke Geib studied fashion in Paris, while a great deal of attention and secured the her business partner Nadine Möllenkamp Premium Young Designer’s Award. In the trained in Antwerp. The duo learned following year, they continued their winning streak with second place in the “Start your AUGUSTIN TEBOUL from fashion houses including Viktor Fashion Business” award. Every Issever Bahri collection is based on a different theme, German-French Duo Annelie Augustin and & Rolf before stepping out on their but the label’s accented pattern construction is its most outstanding characteristic. Odély Teboul met during their studies in own in 2011 with the label Blaenk. The The creative engagement with materials – such as hand-knitted leather – has become Paris and decided to set out on their own in label’s innovative concept relies on the a signature feature. Berlin. They unite their differing experiences combination of vintage elements with www.isseverbahri.com – they have worked with labels including Y-3 new, high-quality fabrics to create and Jean Paul Gaultier – to produce fashion garments that are both luxurious and that can be located somewhere between sustainable. This approach earned Geib ‘Ready-to-Wear’ and 'Couture.' Materials and Möllenkamp, now split between and handcrafts are the cornerstones of their Berlin and Amsterdam, the 2012 “Start designs, which range from dramatic to playful your Fashion Business” award. to elegantly sexy; a look that is poetic with a www.blaenk.net pinch of Rock ‘n Roll. The label’s presentation is in line with its artistic and craft-driven aesthetic. During Fashion Week, the label does not hold runway shows but instead relies on theatrical performances. After winning the 2011 “Start your Fashion Business” award, Augustin Teboul has become known as one of Germany’s most promising labels. www.augustin-teboul.com BLAME Sarah Büren and Sonja Holzode gathered a wealth of experience before setting out on their own in 2010. Stopovers on their creative journey included the ateliers of Marc Jacobs, Hugo Boss augustin tebouil and Michael Michalsky after they completed their studies at the Trier University of Applied Sciences. Fashion Designers Since then, the duo has been creating fashion that “The fashion scene is still very young and needs some time to define stands out, thanks to the combination of different materials and patterns. Blame’s fresh, feminine and itself and find its own personality. Berlin inspires with its freedom, positive look convinced the jury at the 2012 “Start its spirit and its creative environment.” your Fashion Business” award, where the two took second prize. www.blame-fashion.com Page 12 Page 13

Thone Negrón MALAIKA RAISS Ettina Berrios-Negrón was trained at After training in Mannheim, Malaika the Lette-Verein fashion school and, in Raiss became an assistant at a number 2003, started the fashion boutique Konk, of Berlin fashion labels. She represents one of the city’s best addresses for new the second generation of post-Berlin local talent. In 2010 she started a new Wall designers - those who learned their label, Thone Negrón, which produces craft within the city’s successful fashion eveningwear and couture for women brands. Having founded her label in with an emphasis on the feminine 2010, the designer produces inventive silhouette. In her work, the designer knitwear creations in straightforward unites intelligent pattern making, classic cuts that result in cool, sexy clothing colors and precious fabrics. Contrasting, for fashion-oriented women. yet harmonizing, color combinations are www.malaikaraiss.com characteristics of the labels’ style. Ettina Berrios-Negrón's childhood in West Berlin DIETRICH EMTER serves as an ironic and nostalgic source A fresh face on the Berlin fashion circuit, of inspiration. The designer operates a Dietrich Emter started his label in 2012 salon in Mitte and produces in Germany with his spring/summer collection. His and Europe. striking, feminine creations in unusual www.thonenegron.com colors and material combinations are propelling him towards building a successful label. www.dietrichemter.com

MADS DINESEN SISSI GOETZE This Danish-born designer developed This Berlin- and London-educated designer his signature style during his studies has a straightforward guiding principle: in fashion at Berlin’s University of the “The simplest solution is the best.” Arts under Valeska Thomsen-Schmidt Her collections are produced under and Stephan Schneider. His graduate strict rules: each season, she finds presentation in 2011 – a range of a new direction for her designs and intricate black and white designs – was simultaneously connects them with HIEN LE especially eye-catching. Since then, Mads previous work. In doing so, an entire Since graduating from the HTW Berlin Dinesen has consistently forged his own collection can, for instance, be created under University of Applied Sciences and path between fashion, photography and the self-imposed constraint to only use starting his own label in 2011, this native art in Berlin. shirt fabric. Having specialized in menswear Berliner has received a considerable www.madsdinesen.com at London’s prestigious Central St Martins amount of well-deserved attention. With College, the HTW Berlin University of Applied his minimalist approach, Hien Le was Sciences graduate focuses on clothes for selected as “Best Newcomer” by the trade Malaika Raiss men. The label was established in 2011, journal Sportswear International and Designer and she won the “Start your Fashion placed third in the “Start your Fashion Business” award the following year. Business” award. “I started my label here www.sissigoetze.com www.hien-le.com because Berlin is Germany’s center for creativity, a melting pot of art, fashion,

MARTI N IKLAS WI E S R music etc . You are given an KILIAN KERNER This South Tyrol native started the journey incredible amount of input. Designer towards his own label on the international Apart from that, I wanted stage, working for successful German to continue the legacy of all “Everything started here in Berlin: this is where I live and where designer Bernhard Willhelm in Paris, the Berlin designers I worked Kilian Kerner happens. Berlin enriches my life; the local fashion scene among others. In 2006 he found his base is growing and has nothing to be ashamed of. What has happened in Berlin and now combines distinctive for – who turned Berlin into in Berlin over the last few years is brilliant. The expectations of the materials with unusual patterns to create what it is today – and make shows – as well as the designers’ professionalism – continues to grow.” futuristic garments in an elegant, mostly my own contribution.” monochromatic style. www.martinniklaswieser.com Page 14 Page 15

Eyewear design The capital of sustainability In focus Berlin's green

Fans of good design will not need to search long for unique by small manufacturers since 2006. – in most cases even handmade – frames “Made in Berlin.” A Like many other labels, Framers has a future connection to the big players on the closer study of Berlin’s many prolific eyewear labels puts these Berlin eyewear market: Framers’ founder Driven by their eagerness to experiment and innovate, many Sustainability meets innovation. The unusual success stories into focus. Matthias Busche previously worked Berlin fashion designers have become pioneers in embracing fashion duo schmidttakahashi creates with ic! berlin. unique pieces of clothing from used www.framers.de the concept of sustainable fashion. The breadth of Berlin’s garments, a concept the designers refer Eco Fashion is enormous; some designers are particularly to as "reanimation." Some of the one- ic! berlin is essentially the pioneer of like Bernhard Willhelm have firmly An architect and a strategist are two of of-a-kind items are later duplicated modern eyewear design in Berlin. Founded established Mykita in the fashion world, the three founders of Berlin's youngest focused on sustainable resources, while others are dedicated to manufacture a commercial series. in 1999 by four product designers, the ic! and the company has a distinct focus eyewear label Owl Optics. The trio set out to upcycling used materials. A short overview illustrates the The designers have received the berlin idea was based on an aluminum on innovation and unusual materials. to produce elegant, high-quality models many facets of this growing and passionate fashion scene. Special Prize for Sustainability as part frame, a now-patented hinge system www.mykita.com at a reasonable price. of the “Start your Fashion Business” and a good dose of humor. Today, the www.owloptics.com award and have presented their work business produces over 200,000 sets of The acetate frames by Whiteout & Glare, in Germany and internationally at frames each year and sells them to an set up in 2005, are always created around When Uta Geyer opened her first retail With her label ICA Watermelon, fashion plumber's overall can become a blazer. exhibitions and workshops. international fan base. a particular theme. For example, the store selling vintage frames, she had no designer Julia Knüpfer has been His mantra: “We love to design. We love www.schmidttakahashi.de www.ic-berlin.de frames from the “Hamptons” collection plans to produce eyewear of her own. following sustainable principles since to work.” all carry the names of former native However, when the demand for the 2009. She exclusively uses materials www.danielkroh.com Internationally renowned eyewear brand American villages within the vacation high-quality eyewear of decades past from sustainably motivated suppliers, Mykita combines each step of its pro- area popular with New York's jet set. started to exceed her supply in 2010, mainly from Germany and Switzerland. Carolin Ermer-Graening has been creating duction process under one roof in Berlin. www.whiteout-glare.com she created a small, hand-made collection, The collection is manufactured in Berlin clothing from alpaca, mohair, wool or The label, founded in 2003, is a global Lunettes, which has been steadily and is now also on sale at the label’s cashmere under the name Caro e. since company through and through, with its Kreuzberg-based label Framers has growing and gaining international flagship store in Mitte. 2006, applying various hand-knitting frames available in over 60 countries. been focusing on traditional acetate popularity. www.icawatermelon.com techniques. Around 80 % of the raw Collaborations with avant-garde designers – and, lately, titanium - frames built www.lunettes-kollektion.com materials used are ecologically certified. ReClothings is Daniel Kroh’s approach They are supplemented with natural, to create new fashionable garments by plant-dyed, recycled materials produced reusing work uniforms – for instance, a in Germany. www.caro-e.com Berlin milliners international RIK E FEURSTEIN Rike Feurstein’s modern creations are elaborately hand-crafted in her Berlin Hats off! studio and sell at luxury havens such as Barney’s in New York, as well as at her salon in Mitte. www.rikefeurstein.com FIONA BENNETT Eugenie Schmidt Germany’s most renowned milliner enjoys an international reputation thanks Designer – schmidttakahashi to her elegant, eccentric and always “While studying at the unique hat and headdress designs. She opened her new salon on Potsdamer Weißensee Academy of Art Straße in 2012. Berlin, I mostly observed www.fionabennett.com fashion abroad – Paris, London, Antwerp. Today, three years later, I consider Rummelsburg www.rummelsburg.com Links BAGS, accessories AND SHOES the Berlin fashion scene to be Tausche www.tausche.de Anke Runge / Penthesileia Hecking Handermann Lunge Berlin www.lunge.com ambitious as well as inspiring. www.ankerunge-taschen.de www.heckinghandermann.com Snique www.snique.biz With every season, the Adrian Bleschke www.adrianbleschke.com Lapaporter www.lapaporter.de Shoepassion www.shoepassion.de scene continues to grow and Bagjack www.backjag.com Liebeskind Berlin www.liebeskind-berlin.com Sydney Brown www.sydney-brown.com become more self-sufficient.” Celia Czerlinski www.celiaczerlinski.com Milk Berlin www.milkberlin.com Trippen www.trippen.com Gretchen www.mygretchen.com Michael Sans www.michaelsansberlin.com Zeha Berlin www.zeha-berlin.de schmidttakahashi Page 16 Page 17

Fashion shows and events SHOW & ORDER Show & Order, which targets sophisticated international brands, lures Berlin Fashion Week visitors to a rough-but-stylish former electrical plant on Köpenicker Straße in Showtime! Kreuzberg. The lineup includes big names in fashion as well as quality-conscious, trend-oriented young designers from Germany. www.showandorder.de About a decade ago, one fashion event instigated Berlin's (re-)awakening as a fashion metropolis. Later, the first Mercedes-Benz Fashion Week Berlin further cemented Berlin’s reputation as an internationally significant city for fashion. Trade show locations such as the former Tempelhof THE GALLERY airport and impressive backdrops, such as the Brandenburg Gate, mark the events with Berlin’s The Gallery presents German and incomparable flair. Since 2003 the Berlin Senate Department for Economics, Technology and international contemporary fashion and Research has played a special part in this development through its in-depth support of the fashion accessory brands. The show is located in the former Café Moskau on Karl-Marx- industry. Measures have included start-up financing and fashion competitions. Berlin Partner, too, Allee, not far from Alexanderplatz. contributed by creating Berlin Fashion Week, an overarching brand that congregates and focuses www.the-gallery-berlin.com many communication and marketing activities. Berlin Partner has been developing and coordinating the national and international marketing for Berlin Fashion Week since 2007. The official Internet CAPSULE portal www.fashion-week-berlin.com provides an overview and lists pertinent information. PANORAMA The American trade show concept In the spirit of this ever-changing city, a Capsule, based in New York with outposts It all started with Bread & Butter. host of new events fills out the Fashion in Las Vegas and Paris, has chosen Berlin This fashion trade show moved from Week calendar each season. In January as its fourth location. The focus at Capsule Cologne to Berlin in 2003. Today, the 2013 the Panorama fashion trade show is on progressive designers in avant- bi-annual event serves as a market- premiered by attracting about 30,000 garde casual- and street wear, which ing and communication platform visitors. Showing at the new ExpoCenter are presented at new locations within for roughly 600 hand-selected Airport, Panorama features approximately the city each season - most recently at exhibitors. Denim and street wear 350 medium-priced labels. Postbahnhof near Ostbahnhof. are presented alongside established www.panorama-berlin.com www.capsuleshow.com international and German brands such as Ludwig Reiter. Within the hangars of the now defunct GREEN SHOWROOM Tempelhof Airport, labels show their With three big events for “green fashion,’” Berlin has established itself as one of the latest collections to buyers and the leading cities for sustainable clothing design. The Green Showroom event, held at media under a different theme each the exclusive Hotel Adlon, frees earth-friendly fashion from its staid eco-image by

AD & BR E AD & BUTT R season. www.breadandbutter.com illustrating that sustainable clothing can be stylish. The showroom includes German high fashion alongside other international labels. PREMIUM www.green-showroom.net In 2003 Norbert and Anita Tillmann started the trade show Premium in the halls of a former postal freight depot in Kreuzberg. Premium is an internationally oriented ETHICAL FASHION SHOW Fashion for Everyone show for womenswear, which has grown to include menswear as well as progressive The Ethical Fashion Show, an event sportswear, designer denim, shoes and work by promising young designers. Premium organized by Messe Frankfurt, illustrates At some point, almost all trade show events has now established itself as one of the most prominent events during Berlin Fashion the potential of this up-and-coming branch open their doors to the public. This makes Berlin Fashion Week a special occasion for the entire Week. In an adjacent compound, Seek focuses on contemporary fashion, newcomers of the fashion industry. The events aim to city, not just for fashion pros. A great example and avant-garde labels. www.premiumexhibitions.com show the manifold creative possibilities for such an event is Wedding Dress: once a year, in the field to fashion designers and during the summer season, Brunnenstraße producers who want to work in an ethically in Wedding becomes a hybrid of fashion and socially responsible way. market and festival. Concurrently, the city’s MERCEDES-BENZ FASHION WEEK BERLIN vintage boutiques congregate in Kreuzberg’s In 2007, Mercedes-Benz Fashion Week Berlin heralded a new era for Berlin as a fashion city. Twice yearly, tents are raised at Platz des www.ethicalfashionshowberlin.com Umspannwerk to present themselves during 17. Juni, adjacent to the Brandenburg Gate, and the event attracts celebrities, media and trade visitors from Germany and around the the three-day sales event Toast & Jam. For the world. Fashion Week provides a professional stage for established German brands and a chance in the spotlight for up-and-coming local Showroom Days Berlin, more than 150 young designers. At the same time, the event draws international labels eager to be seen against Berlin’s backdrop. www.mbfashionweek.com WHITE LABEL and established, national and international The trade show White Label revolves around anything “Made in China.” As Berlin’s designers and artists present their fashion collections, retrospectives, photography first trade show for suppliers, White Label is conceived as a sourcing platform, exhibitions and other interdisciplinary projects giving businesses, retailers and buyers the possibility to interact – and place orders at over 50 locations. – with Chinese producers of womenswear, menswear, childrenswear and accessories. www.toastandjam.de Observers have hailed the arrival of this event, which plans to expand to include www.showfloorberlin.de suppliers from around the world, as solid proof that Berlin is also about selling www.weddingdress-berlin.de fashion, rather than only showing it. www.showroomdays.com www.whitelabelfair.de www.lavera-showfloor.de Page 18 Page 19

The capital for start-ups Suppliers and service Fashion meets Fashion and industry Internet Industry reaps the benefits of any creative boom. In Berlin, more and more firms are specializing in satisfying the needs of local fashion makers, allowing an increasing number of designers to produce Berlin serves as a nucleus for creative ideas and as a home their pieces in the capital. This means direct contact with companies, local quality control and no for young entrepreneurs, providing the perfect conditions for delivery or customs fees. innovative experiments. Thanks to this environment, Berlin has become Europe’s capital for start-ups. What a full-service agency is to the media At Knopf Paul, tradition industry, Common Works is to fashion. meets the modern; the store, At Common Works, designers find the which opened in 1979, is a true The successful DIY platform DaWanda brands4friends counted less than ten support to realize their collections, from institution. Its button-covering, has been a testing ground for the ideas of employees when it started in 2007. Its the development of prototypes, market buttonhole and belt services many amateur and professional designers concept, too, was small and exclusive; analysis, advice about materials, pattern are especially popular with in Berlin. Founded in admission to the shopping club was by concepts and production plans, to grading young designers. 2006, DaWanda now invitation only. Today, brands4friends is and production of small collections. www.paulknopf.de employs 150 people the biggest shopping club in Germany, www.common-works.org Founder Corinna Powalla and Managing Director Andreas Fischer and has expanded to counting approximately five million The family business Wald Feinmechanik a number of European registered members and more than 200 specializes in the distribution of quality countries. The website employees from 15 countries. products for textile cutting and tailoring Berlin’s start-ups find their inspiration sells one piece of www.brands4friends.de technologies, sewing machines and steam in daily life. For Modomoto’s founder clothing every minute presses. The firm advises small and large Corinna Powalla, it was her boyfriend’s and an accessory every companies in the areas of textile, leather, lack of enthusiasm for clothes shopping thirty seconds. synthetic materials and fur processing. that provided the impetus for her www.de.dawanda.com In 2008 Zalando started selling shoes www.feinmechanik-service.com venture. Founded in 2011, Modomoto online from a basement storage unit. unites the possibilities of the Internet Today, the company is one of Europe’s with the skills of a stylist. The company's largest online stores for fashion, shoes Equipped with a range of specialized motto, “buying without shopping,” is also Front Row Society, founded by Florian and accessories, and Berlin brands – machines for the clothing industry, Map its business strategy and has hit a nerve: Ellsässer, is a democratic fashion such as Liebig, Liebeskind and Michalsky Modeagentur has been a professional Modomoto sends personalized packages platform that allows designers and – are a permanent feature. Zalando production partner for designers for of clothing to the male shopping creative thinkers to upload designs for also cooperates with local designers 110%ig is a traditional garment workshop. more than ten years, offering various grouch and has garnered 10,000 happy scarves and bags, letting the community such as Kaviar Gauche and Penkov and In an industrial loft, unique pieces, technological production services including customers after just one year. of prospective buyers choose its favorites. presents them to an entirely new market. prototypes, sample collections and small- the duplication of sample collections. Small www.modomoto.de Front Row Society promotes talented Zalando’s in-house brands, the “zlabels,” to-medium-sized runs of mens-, womens- fashion enterprises value these services for young designers, donates part of its are designed in Berlin. and childrenswear, plus accessory making collections available to fashion Angela Spieth AND profits and lets demand regulate supply. www.zalando.de collections, such as hats, are produced. publication agencies abroad. Michael Oehler www.frontrowsociety.com www.110prozentig.de www.map-modeagentur.de Founders and Designers Although Berlin’s up-and-coming and Trippen niche designers often dominate the headlines of international fashion There is a growing DIY movement in design. To create initial patterns and prepare them “For us, having our pro- blogs and magazines, local designers Nelou went online in January 2011 to More and more one-person companies for production, many fashion makers seek duction facilities located and their fans understand that media create a fashion sales platform for are becoming more professional through the help of Prenzlauer Berg-based Schnitt. in the Berlin outskirts attention does not always translate into designers that differed from a DIY sales online sales platforms, and there is an Dienst. The company pursues long-term means that we can respond sales. Jan Eißmann and Florian Köhler site. That’s why Nelou only stocks work increasing need for production firms collaborations and is a first port of call, in to our clients’ individual combined the obvious with the useful by those who run a professional label that specialize in manufacturing small particular for start-up labels. to create Styleserver, an online boutique and requires that designers formally quantities. Katja Locke’s Berlin company www.schnittdienst.de needs and are able to offer for Berlin labels. Since it began in 2006, apply. Today, more than 600 fashion Stoff’n does exactly that. small production runs Styleserver has become a flourishing and accessories designers from 30 www.stoffn.de at reasonable prices. This small business that also includes a countries sell their work through The long-standing company Kontex flexibility sets us apart from “real” store in Prenzlauer Berg. the site. specializes in the production of patterns other shoe manufacturers; it www.styleserver.de www.nelou.com Zalando outlet and pattern collections along with small and large clothing series, with or is one of the reasons for our without tailoring. long-standing success.” www.kontex-berlin.de Page 20 Page 21

Fashion and communication Print, blogs, etc. Spreading the word The style report

The number of new fashion labels in Berlin is growing at a dizzying rate, surpassing that of every Unusual (and sometimes very successful) publications originate street-style blog in 2006, she was the other German city, and the service industries connected with the fashion sector are growing when creative fashion types meet talented media entrepreneurs sole Berlin fashion blogger on the topic. Today, she has over 35,000 followers on accordingly. Since the turn of the millennium, a variety of public relations and marketing - this is exactly what has happened in Berlin. Many independent Facebook alone. The blog has spawned agencies tailored to the needs of fashion enterprises have set up shop in Berlin. fashion magazines and blogs explore, critique and celebrate collaborations including a temporary the work of local fashion labels. They have their fingers on the shop and a custom-designed lipstick by Berlin cosmetics label Uslu Airlines. in Berlin,” Chris explained as her clients’ Arne Eberle shows that it is possible pulse of the international fashion scene. www.stilinberlin.de reason for choosing Berlin. to forge your own path without representing big-name international Kati Grotemeyer, owner of the young agency brands. He founded his agency in 2009 Les Mads is the biggest success story Seasons, phrased it similarly: "For many and focuses exclusively on fashion from among Germany’s fashion blogs. When labels, to book an agency based in Berlin Berlin. Eight of Eberle's nine labels work its two founders first started publishing Links means to keep on top of new trends, to be in Berlin, because "the city is developing their thoughts on fashion in 2007, they flexible and to be in the midst of things.” beautifully, splendidly, and an interest had no experience in the field – or in BLOGS in local design is growing overall in journalism. But page views rose sharply wwww.modabot.de Berlin Fashion Daily TV Sandra Birk, CEO of the agency Salon PR, Germany, which is very encouraging.” after only a few months, and the blog's www.dandydiary.de looks after 12 clients focusing on lifestyle popularity caught the eye of one of www.fashiondaily.tv www.iheartberlin.de and fashion, five of whom are based in Germany’s largest publishing houses and www.berlindesignblog.de Left to right: Sandra Birk, Constanze Zaddach, Berlin: “Fashion in Berlin has its very media companies, Hubert Burda Verlag, Jessica Weiss proved her talent for Josephine Schöttler, Anne Burggraf | Salon PR www.glamcanyon.com own style and delivers a contemporary which eventually took over the platform. online journalism with her first fashion www.lesberlinettes.com ‘Zeitgeist’ with new, bright ideas. I associate Today, Les Mads has grown into an endeavor, Les Mads. After having left www.berlinstreetstyle.de Chris Häberlein, executive director of PR Berlin with bravery, the avant-garde, international blogging network complete the blog to be part of the team at www.berlinpieces.com agency Häberlein & Maurer, was one sustainability, individuality, diversity and with its own store. Interview magazine, she returned to her www.mode-blog.eu of the first to discover Berlin’s fashion boldness.” www.lesmads.de favorite terrain. In late 2012, she started potential. She opened a branch of her Journelles – Your daily dose of Fashion www.berlin-fashion-fou.com Munich-based agency in the heart of Silk Relations was founded in 2005, the Berlin Fashion Daily TV started alongside & Beauty. www.fashion-insider.de Silk Relations - German press day Berlin in 2000. Although the agency's same year as Salon PR. The agency services Berlin’s first Mercedes-Benz Fashion www.journelles.de www.trespluscool.com head office remains in the Bavarian a portfolio of international clients – among www.haebmau.de Week in 2007. Since then, the online TV www.stylespion.de capital, ten of the 22 labels it represents them Nike and Beck’s – as well as Berlin www.seasonsberlin.de channel has devoted itself to reporting When it comes to blogging, Mary Scherpe www.creativeface.net are managed from the Berlin office. “As labels like Malaika Raiss, Augustin Teboul www.salon-pr.de daily fashion news and has grown into an has always been ahead of the pack. When www.artschoolvets.com a (fashion) brand, generally speaking, and also Kilian Kerner, who has become a www.silk-relations.com international network. she started her website StilinBerlin as a it is important to be present and visible fixture in the Berlin fashion landscape. www.arneeberle.de

Links Links Achtung – Zeitschrift für Mode Agency V Founded in 2003, this Mitte-based magazine has devoted itself to PRINT One of the fastest growing agencies, Agency V was founded in 2006 and is headed by Absolution PR www.absolutionpr.de reporting contemporary developments in fashion from German- www.oe-magazine.de Rike Döpp and Julia Menthel. Besides its headquarters in Berlin, the agency operates Berlinpieces www.berlinpieces.com speaking countries alongside style trends from around the world since www.mono-kultur.com branches in New York and Copenhagen. www.agencyv.com Blackbird/Berlin www.blackbirdberlin.com 2003. The outcome is presented in elaborately produced photo essays www.zoomagazine.de Bureau N www.bureau-n.de and features. www.achtung-mode.com www.tip-berlin.de CLY Communication www.creativelaboratory.de www.032c.com BOLD Communication & Marketing Claudia Wünsch Communication This agency has gathered decades of experience in cultural and business www.claudia-wuensch.com zitty Modebuch Berlin communications; its success is founded on a colorful and tightly knit network of Deluxe Distribution www.deluxe-distribution.de Every year, the city magazine zitty conducts a survey of the local fashion scene. The results are published in a players in Berlin's cultural and art scenes. www.boldberlin.com Donkey Public Relations www.donkey.de lavashly designed German and English volume. It is a perfect resource for newcomers – to the city and/or fashion. Fake PR www.fakepr.de www.zitty.de KMB Agentur für Markenkommunkiation www.k-mb.de Müller PR & Consulting Prag PR www.prag-pr.org Florian Müller learned the ropes of fashion public relations in Paris. He brought the Press Factory www.press-factory.de Interview professionalism he experienced in the French PR scene back to Berlin, where he has Schrenk + Schrenk Kommunikation In 2011 Germany was graced with its own version of Interview, the legendary magazine founded by Andy Warhol in been on a mission to help a select group of Berlin labels gain a wider audience since www.schrenk-schrenk.de 1969. From its Berlin headquarters, Interview acts as a “crystal ball of pop culture,” with the goal of spotting new 2010. www.muellerpr.de Schröder & Schömbs PR themes in art and culture. Its pages often highlight local talent. www.blog.interview.de www.schroederschoembs.com Page 22 Page 23

Fashion schools Competitions Careers, tailor-made And the winner is ...

In Berlin, many paths lead to a successful career in the fashion world. Numerous study options With numerous publicly funded and private competitions, Berlin produce more than just designers; seamstresses, clothing technicians, fashion and design is Germany’s center for the promotion of new fashion talent. assistants, fashion journalists and marketing experts are trained at Berlin’s fashion schools. Sissi Goetze collection While the history of some of these academies reaches back more than a century, the many Each year, three fashion labels are awarded the Start your Fashion Business prize. As schools founded over the past few decades are evidence of Berlin’s growing popularity with part of the state initiative called Project Future (Landesinitiative Projekt Zukunft), this competition offers its finalists the opportunity to show their collections at Mercedes- German and international students. Benz Fashion Week Berlin. After the show, the winners are selected by a jury of media and fashion professionals. In 2012 the duo behind up-and-coming label Blaenk secured first place and was awarded 25,000 euros. Total funding surpasses 100,000 The two campuses of the Having been founded in 1866, the Lette- euros; this includes prize money and complementary features such as press services Oberstufenzentrum Bekleidung und Verein is steeped in tradition. The school and trade show presentations. www.berlin.de/projektzukunft/wettbewerbe/syfb-2013 Mode (OSZ) offer diverse possibilities for offers specializations in photography The winners – Blaenk training in fashion. The emphasis is on and graphics, but is especially renowned industrial garment production, ranging for its three-year fashion degree. The Ever since 2008, the Berlin-based Confederation of the German Textile and Fashion from design to technical realization, lesson plan includes design, pattern Industry has been awarding the textil+mode Innovation Award in three categories. production and sales. construction, production techniques and The award recognizes developments in fashion, textile and innovative surface design, www.osz-bekleidung-mode.de textile studies. and also includes a special category for sustainable design. The 2012 first place award www.lette-verein.de of 10,000 euros, along with promotional and other benefits, was awarded to Berlin Founded in 1997, the BEST-Sabel- HTW show designer Hoai Huong Vo Ngoc and her label Concis. Berufsfachschule für Design offers, Esmod is an international network of www.textil-mode.de among other courses, a three-year 21 schools in 14 countries. The Berlin EBC Hochschule has been located at Hoai Huong Vo Ngoc opportunity to learn fashion design. The campus offers a three-year Bachelor of Alexanderplatz since 2007. The school school enrolls about 20 students per Arts degree specializing in fashion design added a course in fashion, luxury and The Designer for Tomorrow by Peek year, with many coming from abroad. and pattern making/draping. Starting in retail management to its offerings in & Cloppenburg Düsseldorf has been www.best-sabel.de 2011, courses have also been offered in 2012. providing a platform for new talented English, with half the students stemming www.ebc-hochschule.de designers since 2009. Thanks to the from abroad. Esmod has been among patronage of American fashion designer the first to react to a growing trend; The Mediadesign Hochschule für Design Marc Jacobs in 2011 and 2012, a high- the school now offers an international (MD.H), which has branches in Munich caliber jury, and the opportunity for masters titled “Sustainability in Fashion.” and Düsseldorf but is headquartered finalists to present their work during www.esmod.de in Berlin-Kreuzberg, trains fashion Mercedes-Benz Fashion Week Berlin, the designers and also offers a program for competition is a high-profile fashion The privately run, officially recognized those interested in fashion management. event in Germany. Akademie Mode und Design (AMD) www.mediadesign.de DfT show July 2012 www.designer-for-tomorrow.com founded two decades ago in Hamburg, has four branches in Germany. Apart Founded in 1946, the Weißensee from engaging with the creative side Academy of Art Berlin is located in what of fashion design, students at Berlin’s was East Berlin. Aside from its prestigious Silke Geib AND AMD campus also have the opportunity fashion degree, the academy also Fall/winter winners 2013/14 Nadine Möllenkamp to focus on fashion journalism and offers a program in textile and surface media communication. design; fashion duo Bless currently hold At the beginning of each Berlin Winners, “Start your Fashion www.amdnet.de a guest professorship. A third of the Fashion Week the Premium trade Business” 2012, Blaenk approximately 780 students hail from show recognizes outstanding fashion “Along with the prize money, designers The beginnings of fashion abroad. and accessories designers with two receive a comprehensive package of education at the HTW Berlin www.kh-berlin.de prizes. The winners of the Premium University of Applied Young Designers Award receive the benefits over a period of time. The Sciences date back to the Guest professors like Vivienne Westwood, opportunity to present at the Premium award increased public awareness of 19th century. Today, the Stephan Schneider or – currently – fashion show and have their work our brand and amplified the interest in school enrolls about Danish fashion designer Peter Jensen stocked at F95, the show’s concept our label enormously. This allowed us 40 new students per have played a part in maintaining the store. The 2012 Premium Window to gain new contacts in the field, which course who specialize reputation of the University of the Arts Dressers Award winners decorated the will be very useful in the future.” in fashion design and (UdK) as one of the most prestigious art windows of Berlin's Galeries Lafayette clothing technology. academies in the country. with their collections. www.htw-berlin.de www.udk-berlin.de www.premiumexhibitions.com/talents/yda

MD.H final collection Ha Phan Bich Page 24 Page 25

funded by Berlin’s Cultural Affairs taxes, fees and contracts. Links Department and the Senate Department www.vdmd.de for Economics, Technology and Research By Designers – for Designers (in the form of Project Future). The The interdisciplinary collective called editors are available to answer questions The Neukölln district is home to growing and refer to other organizations – a creative expertise which includes fashion. Staub is a project by graduates from the University of the Arts. The space helpful service for people and businesses The EU-subsidized pilot project for fashion planning to relocate to Berlin. Nemona (Netzwerk Mode Neukölln) has is used both as a studio – to develop www.creative-city-berlin.de economic and ecological objectives - it and present projects – as well as for aims to create a stronger network between First Nemona fashion weekend collaborative events. young fashion designers, seamstresses participation in Mercedes-Benz Fashion www.staubtemporary.com More than 300 designers from different and production while fostering long-term Week Berlin. areas of design, including fashion and partnerships between all stakeholders. www.nemona.de The Offer is a platform for Berlin-based textiles (such as bags), are represented Their activities for promoting growth fashion designers and also presents on Berlindesign.net. Events such as and publicity include the formation like-minded designers from neighboring open showrooms and design tours are of cooperatives to purchase fabrics, Fashion Patrons is an agency dedicated European countries. Activities include kept up-to-date, offering an overview creating shared showrooms and joint to coaching young designers and collaborative showrooms during Mercedes- of creative activities in the city and assisting in the process of starting Benz Fashion Week Berlin, as well as joint reaching a broad range of people. An businesses. The emphasis is on the leap presentations in other countries, for instance during Istanbul Fashion Week. Networks and collectives online shop rounds out the site's concept. from the creative idea to the career as a www.berlindesign.net professional designer. Formed in 2006, www.theofferberlin.com Fashion Patrons uses its connections with partners like the Goethe Institut, Starting a store together and directly Strength in numbers Create Berlin perceives itself as an open the ESMOD fashion school or the Haus profiting from sales is the underlying idea network for Berlin designers, creators and der Kulturen der Welt to offer a platform behind the A7 collective’s concept. The retail design-related institutions in all areas for presentation and marketing. space at Almstadtstrasse 7 opened in 2006. Countless networks and platforms offer designers the of design. The organization’s declared www.fashionpatrons.com www.a7berlin.de opportunity to profit from shared trade show displays, goal is the preservation and promotion MarinaRosso atelier of Berlin’s design industry and its professional training events, sales portals as well as from international reputation. The platform informal support and inspiration. also provides information about events relevant to design. Links www.create-berlin.de The Berlin state government has been The oldest design-based network in LOCATIONS actively promoting creative industries, Berlin is the International Design including fashion, since 1997. The state Center Berlin (IDZ), based inside the Designers are not the only people drawn So-called co-sewing studios are a relatively new service. One of them is the Nähinstitut at Moritzplatz, initiative Project Future (Landesinitiative former Tempelhof airport. The network to Berlin – their lobbyists are here, offering courses and workspaces inclusive of sewing machines. Projekt Zukunft) is strengthening the promotes design, as well as the exchange too. The Confederation of the German www.naehinstitut.de network between the creative industries of ideas among science, business and Textile and Fashion Industry opened and science, politics and administration consumers, and also fosters networking its head office in the city in 2009. A Nadelwald, too, is an address for like-minded fashion aficionados, from newcomers to the craft of through infrastructure projects, public- and training for its members. liaison between politics and culture, the sewing to the international pro, who does not (yet) have any equipment in Berlin. Daily and monthly private partnerships, events, campaigns www.idz.de group aims to further the potential for tickets offer flexibility; courses and workshops provide inspiration and know-how. and publications. A venture of the Berlin innovation within Germany's fashion www.nadelwald.me Bikini Berlin Senate Department for Economics, enterprises – and to cement their Technology and Research, Project Future leading position internationally. The Located on the banks of the Spree, not far from Alexanderplatz, the former cigarette factory Josetti-Höfe is the capital’s largest network for confederation also dedicates itself to offers studio space to about 200 tenants from the areas of media, design, IT, culture and communications. communications and support. textile research and the support of up- www.josettihoefe.de www.projektzukunft.berlin.de and-coming talent. www.textil-mode.de Kreuzberg’s Aquacaree, located in a former industrial compound that comprises a number of buildings, is a bustling center for creatives who rent studios of varying sizes.

Berlin Partner assists investors who www.aqua-carre-berlin.de Happy Shop wish to start businesses in the city while Lecture - International Design Center Berlin The Association of German Fashion supporting Berlin-based companies in and Textile Designers has a branch in The opening of Betahaus in 2008 heralded a new era of the co-working movement. Creatives can rent workspace for periods as short as a few hours and can their efforts to expand, internationalize Berlin to promote designers and their combine the advantages of an office space with access to a colorful creative network. and secure their economic futures in The online platform Creative City Berlin work and raise awareness in industry, www.betahaus.de Berlin. Services range from consultations provides information about the city as a trade, media, politics and the public. about funding and financing to support home for creative business, with relevant The association offers its members, Not only when it comes to studios and offices, but also when it comes to retail space, Berlin has a tendency to support creative networking. Bikinihaus Berlin, for recruitment and business locations. The sources of information for the various whether employed or self-employed a heritage-listed former office complex close to Bahnhof Zoo, is due to open in the second half of 2013 as a model project for innovative design and retail Business Location Center is your first stop. creative industries as well as listings of (including up-and-coming designers), concepts, including some examples from the area of fashion. www.berlin-partner.de funding programs, studios, scholarships support when it comes to sector specific www.bikiniberlin.de www.businesslocationscenter.de and start-up support. The project is problems, including legal matters, Page 26 Page 27

Funding and support for designers A boost for creativity Contacts

A wide variety of funding and supportive programs are available to Berlin-based fashion labels and companies. Since 2002 the Project Future state-sponsored initiative – from the Berlin Senate Berlin Partner GmbH The Project Future state initiative Berlin Partner is Berlin’s official corporation for economic Project Future works as a liaison between business, science and Department for Economics, Technology and Research – has been especially active. The initiative development and location marketing. As the main contact for politics to improve the framework for the growing ICT, media and promotes participation at fashion shows and trade events, supports international presentations companies, it offers customized, individualized services ranging creative industries sector, which includes fashion. It supports the for Berlin fashion labels, organizes roundtables and also the annual “Start your Fashion Business” from finding a location, to funding and financing, to contact growth of Berlin-based companies from these fields. Project with authorities and obtaining permits, to recruiting skilled Future develops strategies for Berlin as a location of business, award. It additionally allocates fashion show slots and presentations as part of the Berlin Fashion personnel, to internationalization and trade show participa- creates platforms, initiates networks, organizes interaction with Week. tion. Berlin Partner provides information about areas of growth businesses, develops new funding instruments and co-finances In collaboration with the Investitionsbank Berlin and other service providers, the state of Berlin and industries with potential for the future. It promotes Berlin infrastructural projects. This includes opportunities to show as an attractive economic and scientific center, creative capital, fashion labels nationally and internationally, start-up support has conceptualized and implemented a range of programs for the design and fashion sectors. cultural and sports metropolis and a livable city. as part of the “Start your Fashion Business” award and also www.berlin-partner.de jointly promoting the many instruments with the sector. www.businesslocationscenter.de www.projektzukunft.berlin.de Each season, Project Future makes at least four slots for fashion shows available to Berlin-based fashion labels as part of the Berlin www.fashion-week-berlin.com www.berlinshowroom.com/showroom/ Fashion Week. www.projektzukunft.berlin.de www.creative-city-berlin.de Contact With awards totalling 100,000 euros, the "Start your Fashion Business" competition is one of the most visible and prestigious Nadine Jüdes Contact initiatives in fashion. www.projektzukunft.de Project Manager Tanja Mühlhans ICT, Media and Creative Industries Coordinator Creative Industries Roundtables on fashion or fashion-related branches grant fashion-experts the platform to share their concerns, wishes and needs. Business Promotion II Film, Media, Design, Fashion The themes and priorities form the foundation for change and progress in the fashion industry. Berlin Partner GmbH Senate Department for Economics, Technology and Research [email protected] [email protected] Berlin fashion labels present their collections as part of international group presentations, including twice in 2013 as part of the Tel +49 30 39980-126 Tel +49 30 9013-8335 Paris Fashion Week. www.ibb.de Fax +49 30 39980-239 Fax +49 30 9013-7478

The newly established support program for individual trade shows will soon be open to Berlin fashion labels. This means any fashion label participating in a fashion show or trade show in a B2B context can apply for a subsidy of up to 15,000 euros. Half the total costs must stem from the labels themselves. www.ibb.de Publisher Berlin Partner GmbH The Design Transfer Bonus Program supports the collaboration of designers with technologically minded companies to create Ludwig Erhard Haus | Fasanenstrasse 85 | 10623 Berlin innovative products with up to 15,000 euros per project. www.designtransferbonus.de Tel +49 30 39980-0 | Fax -239 [email protected] | www.berlin-partner.de | www.businesslocationcenter.de Many other state-sponsored initiatives, which are organized through the Investitionsbank Berlin or the associated Beteiligungsgesellschaft, may be of interest to fashion-related businesses. Commissioned by the Berlin Senate Department for Economics, Technology and Research Third edition, March 2013 For start-ups: – Micro-loans of up to 25,000 euros without red tape – Coaching services from the Kreativ Coaching Center have been conceptualized to support growth-oriented start-ups, including Editors Photo credits those from fashion, in founding their companies and expanding. Viviane Stappmanns Cover © Berlin Partner GmbH/Richtersmeier | Page 2: Siegessäule © photocase.com/flobox | Page 3: dress form © Veer/marish; skylines © 123RF/scusi; Koffer © Veer/soleilc; Schere © Veer/Francesco Abrignani | Page 4: Wie Berlin bist du? © photocase.com/mathias the dread; www.kcc-berlin.de Nina Trippel Goldelse © photocase.com/kallejipp; BIKINI BERLIN © Bayerische Hausbau; Bread & Butter – The Rock Highlights © Breadandbutter.com Alphabet Press Berlin (Franziska Taffelt) | Page 5: MD.H Catwalk © MD.H; Achtland © Sabrina Theissen; Thomas Bentz © Sabrina Theissen | Page 6: Joseph Voelk © The Corner Berlin GmbH | Page 7: Karl-Heinz Müller © BREAD & BUTTER BERLIN | Page: 8 UMASAN ss 2013 © UMASAN; PERRET SCHAAD Spring/Summer 2013 © Corina Lecca; Guido Maria Kretschmer © Guido Maria Kretschmer | Page: 9 Vladimir Karaleev S/S 2013 For growing companies or those looking for start-up or seed financing: Design © Jonas Lindström; Michael Sontag S/S 2013© Christian Schwarzenberg; Irie Daily © David Biene; Leyla Piedayesh © Sandra Semburg connex werbeagentur Page 10: Frank Leder © Gregor Hohenberg; Augustin Teboul © Stefan Milev; Augustin Teboul Portrait © Ilija Stahl | Page 11: Blaenk © Nils The Berlin Kredit Innovativ program makes loans of up to 500,000 euros available to Berlin- Herrmann; Issever Bahri © Cathleen Wolf; Blame © Blame | Page 12: Thone Negrón © Thone Negrón; Sissi Goetze © Sabrina Theissen; Hien Le © Amos Fricke; Kilian Kerner © Katja Kuhl | Page 13: MalaikaRaiss © Kai Jakob; Dietrich Emter © Frauke Fischer, Dietrich Emter; based companies from cutting-edge fields (including fashion) for innovative projects or activities Production Martin Niklas Wieser © Jonas Lindström; Mads Dinesen © Mali Lazell; Malaika Raiss Portrait © Christoph Neumann | Page 14: Fiona which promote internationalization. Mundschenk Bennett © Fiona Bennett und Fiona Bennett & Hans-Joachim Böhme GbR ; Rike Feurstein © Wiebke Bosse, Rike Feurstein | Page 15: Garn Druck + Medien © Veer/ArtemGorohov; schmidttakahashi © Dimitri Kireev | Page 16: Bread & Butter © Breadandbutter.com (Anna KO, Julia Herzsprung, The VC Fonds Kreativwirtschaft Berlin supports the equity base for small and medium-sized Peter Stigter, Dennis Branko); Premium © Laura Deschner; Mercedes-Benz Fashion Week © Mercedes-Benz Fashion Week | Page 17: Show & Order © Denise van Deese; The Gallery © THE GALLERY BERLIN; Panorama © Sonnenstaub; Capsule © Capsule | Page 18: Modomoto enterprises in the growing sectors within Berlin’s creative industries. This support is realized by © Ramon Haindl; DaWanda © Zubinski via DaWanda.com; Zalando © Zalando_Jette Stolte | Page 19: Common Works © Dorothea Tuch; providing equity capital ranging from 300,000 to 3,000,000 euros. Thus far, it has been offered to a yarn © Veer/vadims sendze; sewing machine © Veer/Oleksandr Shevchenko; buttons © Veer/PicsFive; Portrait Angela Spieth, Michael handful of fashion-oriented enterprises from Berlin. www.ibb-bet.de Oehler © Jürgen Holzenleuchter, Ottensoos | Page 21: FashionDaily.TV © FashionDaily.TV | Page 22: MD.H © Ha Phan Bich | Page 23: SYFB 2012 © www.8Millimedia.com_AlexanderPalacios; Textil + Mode © Gesamtverband der deutschen Textil- und Modeindustrie e.V.; DfT © Peek & Cloppenburg Düsseldorf; Blaenk Portrait © Thuy-Nghan | Page 24: Berlin © Veer/Ocean Photography | Page 25: BIKINI BERLIN © Bayerische Hausbau | Page 26: paper plane © photocase.com/benicce Berlin Partner GmbH Ludwig Erhard Haus | Fasanenstrasse 85 | 10623 Berlin Tel +49 30 39980-0 | Fax -239 [email protected] | www.berlin-partner.de www.businesslocationcenter.de

Commissioned by the Berlin Senate Department for Economics, Technology and Research