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Fashion Week Berlin : fashion shows will be broadcast live

This Time, the organizer of the Mercedes-Benz Fashion Week have placed a large sign at the entrance:"". So no one thinks this Fashion Week is a closed event. Here, everyone can come. In any case, up in the black building, which was built in front of the E-Werk at wilhelmstraße. Here, only screens, on which you can follow the fashion shows are part of live and are also dresses by designers will be exhibited.

Even if still not all right on the catwalk to sit – in the Internet many View are now shown live and then in a continuous repeated loop. Some designers even put on a digital fashion show, such as, for example, the Berlin-based designer, Lana Miller. The invites their guests on Wednesday for the common movie watching. "With the digital alignment should be taken care of for a better understanding of fashion with the General Public," says Mona minor, spokesperson for Mercedes-Benz.

A tough year for the fashion industry

Traditionally, Fashion Weeks worldwide, a rather elitist event. Without invitation you will come to Look neither to the measure nor to invite the Designer to your guests directly. But it is no longer a question, only to exchange or sell clothing to retailers, but first and foremost, to make itself as a brand known.

The fashion industry has been a very tough year. Through the long summer, the sales have plummeted to such an extent that many traders consider whether you should make the trip to Berlin. The designer Malaika Raiss, for example, felt, which was in contrast to last season, only a very few appointments with buyers. Also some of Berlin's designers do not appear in this fashion week. LalaBerlin, Vladimir Karaleev, and Hien Le show their collections in Copenhagen or Paris.

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to order, The mood is anything but euphoric. Are all aware that the Fashion Week is on the test bench and this season needs to show where new impulses will come from.

From the E-Werk will be transferred for a variety of Shows live.Photo: Lisa Ducret/dpa

No big names

The more important it is to the customer directly. Exactly, the larger Labels like Riani, Marc Cain or Sportalm Kitzbühel to do. You insert your marketing budget Look that reminds me more of Happenings than to classical product presentations. Because the Dance formations, dance Modern and schuhplattler slap each other on their Lederhosen plug-in ends of rear parts. In the first series also good customers who have ershoppt participation sit next to bloggers and celebrities.

Nevertheless, it will probably be a little quieter, too, because of the lack of loudest protagonists this time. Michael Michalsky seems to be busy, to design Kleenex boxes, and Guido Maria Kretschmer is not the case this Time. For Harald Glööckler – showed more pop batch as a Designer on the Sunday unofficially its carnival.

Great name, like in the last season Hugo Boss, this Time also the look of the calendar. The Sight of Hugo in the summer of 2018 seemed like a return to old Berlin times, consuming the event by the Show about the live act to the curry sausage was staged thereafter. But it was a game of one-time guest, because the associated collection was aligned with the image campaign on Berlin.

a focus on sustainable fashion

the new clothes for autumn/Winter 2019-2020 most of the 70 000 visitors can find out anyway more on the seven fashion fairs. The most important are the new focused exhibition Neonyt exclusively to sustainable fashion brands will exhibit, in addition to the top dogs Premium and Panorama. Meanwhile, this area has become a real focus of the Fashion Week in Berlin, so a lot of sustainable fashion there is to see anywhere else in Europe. The Bread & Butter is now really history. Even if the fair has not been since the 2015 no longer a part of the Fashion Week, had Zalando led to the exhibition as a colorful audience event. But Recently, the online announced to dealers to want in the future, on the digital presence focus.

It is the third season, since the American marketing Agency, IMG organized the fashion shows in Berlin and the Sponsor of Mercedes-Benz to interfere much more in the content planning and not just financial resources. The car maker wants to ensure that the Image of the Fashion Week suits his own: "Since the Relaunch we are working very much more on the local level, and with the Berlin-based Agency Nowadays in a very good partnership. This allows us greater design freedom, a closer, personal contact with the designers and more influence on the choice of the other sponsors,“ says Moll.

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Fashion Week in Berlin, Less fashion shows, and more business

Grit Thönnissen

With the fashion it will have to go look but probably still a while more. Even if it was made in the case of Mercedes-Benz is quite out of the question. "We also asked ourselves: it Takes the view format? In the end, many designers have a classic Look is desired. Maybe it's because designers are artists, and the stage need.“

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