The Fashion Week is not just for fashionistas. Nevertheless, it’s, of course, also about seeing and being seen. So, we want to update ourselves with some new stylish pieces that complement our timeless favorites. Therefore, Prijna and Alexandra chose the huge Superdry store on Berlin’s largest boulevard, the Kurfürstendamm (Ku’damm for short).
The reason for this was the sustainable approach that Superdry takes. The slogan “Vegan” appears on many products. Of course, these promises are difficult to verify unless there are global supply chain laws. However, the Superdry store team shows many ways in which brands and shops can be more environmentally friendly today.
It starts with saving energy and doesn’t stop with the small indoor park. Superdry became popular thanks to its large logo and stars such as Helena Christensen, David Beckham, Idris Elba, and Zac Efron, who have often been seen wearing the brand’s styles. After we have found our outfits, we head to the Berlin salon.
THE BERLIN SALON
The Berlin Fashion Week officially and traditionally starts with the Berlin Salon. Under the patronage of former Vogue editor-in-chief Christiane Arp and her team, this exhibition shows creations from a wide range of independent designers.
The Berlin Salon is important because it stands against pure commerce. It’s about values and the fact that fashion is more than just cool items of clothing. The talents shown here tell their personal stories with their collections or send a relevant message to the world.
PLNGNS
One of these talents, who are already showing their new collection at Berlin Fashion Week once again, is the Ukrainian designer Mitya Hontarenko. With his label PLNGNS, he literally goes his way. Because under the title “Ain’t it different?” he showed a complete ready-to-wear collection for the first time.
The collection represents the symbiosis of sustainability, craftsmanship, and zeitgeist. Made exclusively from up- and recycled materials, the pieces demonstrate different methods of making new from old. Of course, a political message couldn’t be missing. The Ukrainian not only remembered the cruel war in Europe with his looks but also showed his colors at the end. The words #FreeMariupolDefender could be seen on the Ukrainian flag, which deeply moved the audience.
MARIUPOL
As a reminder, after the start of the war exactly 2 years ago, thousands of people sought shelter in the Azov steelworks. Ukrainian soldiers are fighting bitterly against the Russian invaders here. Many of them as well as many civilians were killed. After the surrender, the surviving defenders and many children were deported to Russia.
The industrial site was then demolished by the Russians without recovering and respectfully burying the countless dead. Hence, the Fashion Week is not just about style, glamor, and partying, but it’s also a strong social and political platform. It’s, therefore, shameful that the former main sponsor Mercedes Benz has withdrawn from Fashion Week. But that’s a completely different story.
THE MATES DATE
The Mates Date was less political. Hej Mates organizes a get-together every Fashion Week where influencers, content creators, and journalists can get in touch with brands from the beauty, fashion, food, and many more sectors in a relaxed atmosphere. The aspect of networking is very important on the Mates Date.
GLÜCK
The designer Egor Bashtovenko, who now lives in Berlin, also comes from Ukraine. The name of his label GLÜCK is a kind of play on words. While Glück means luck in German, in Ukrainian it means hallucination. Hence his fashion week show “BEYOND REALITY” was quite surreal. Moreover, it was inspired by nature and the 4 elements, fire, air, earth, and water.
For Egor, his fashion is about looking stylish and classy, whether in everyday life or at a party. With his collections, he wants to shake up the usual party fashion scene. He particularly prefers playing with shiny and lacquered fabrics in order to design new silhouettes and move away from the ordinary towards the playful and imaginative.
Things were imaginative in a different way at the Swedish embassy. Because everything here revolved around the future of fashion.
THE FUTURE OF FASHION
At the beginning of every Fashion Week, the Felleshus, which is home to all Nordic embassies, invites representatives from industry, politics, media, the creative sector, and interested parties to an exciting exchange of ideas.
This time it was about upcycling or the effective use of waste materials. You can watch the complete panel talk on YouTube.
After two hours of talks, ideas and contacts were exchanged even more lively over Swedish delicacies and drinks. So, the Fashion Week is not just about shows, but – especially at the Swedish embassy – it’s about how we can make our lives beautiful without harming the world.
We have not yet reached a point that we could describe as an epochal turning point. However, we are on the road to recovery. And the dialogue automatically generates completely new ideas, approaches, and paths. So, this time we didn’t question the research on how waste can be returned to the production cycle.
HOW ABOUT AVOIDING WASTE?
However, we asked whether it wouldn’t make more sense to avoid waste in the first place. Because the tons of fashion waste that are created every day (!!!) are due, among other things, to the fast pace and inferior quality of the products, not just in the fashion sector.
Therefore, the best approach would probably be to continue to support slow fashion brands and hold those who litter the world with their trash accountable. Because the greed for ever-greater economic growth also causes the mountains of garbage to grow.
Text: Marco Kokkot
Photos: PLNGNS: FSC, Glück: Boris Marberg, Swedish Embassy: Bernhard Ludewig
