Germany & The Fashion World
FASHION IN GERMANY?
Adapted from a German Embassy, Wash. DC article
German fashion design is often discreet - at least when it comes to its presence on the international market. Big labels may conceal German designers and people actually have no idea. Strenesse is German, so is Escada. Karl Lagerfeld, Germany's most famous designer, works for fashion houses like Chanel/France and Fendi/Italy and previously designed for Chloé. According to Vogue (magazine), Jil Sander, a Hamburg native, has become better known in the U.S. market than Chanel or Armani.
German fashion is distinguished by a classic, clear style, and is mostly conceived for everyday wear. Often German designers study in Paris or Milan to return home with new ideas. Vice versa, international designers - such as Britain's Vivienne Westwood who teaches at the Hochschule der Künste (College of the Arts) in Berlin - are drawn to Germany of late. Slowly but surely, Berlin seems to be turning into Germany's fashion hub again. In the early 19th century, fashion was one of the city’s flourishing businesses. The war changed that. When it was all over, the Institut für Kleiderindustrie was founded in the East - while in West Berlin, independent designers (re)established themselves. After unification in late 80's, the fashion sector’s influence started growing again and since, many internationally renowned companies, such as Gucci, Prada, Chanel, Hermes and Versace have taken up residence in Berlin. Since 1999, the “Berlin Creators’ Week” is held once a year. The big money in fashion, however, continues to be made in the western parts of the country -- in Düsseldorf, where large fashion trade fairs are held.
Other German designers like Wolfgang Joop, and brands such as Hugo Boss and Bogner are known around the world. Ironically, the most important export market for German women’s fashion manufacturers is France (news to me too, haha). The trade fair "Collections Premieren" in Düsseldorf is the world’s biggest fashion trade fair, which is a well-known fact in the industry but little-known outside it. It is held twice a year in the North Rhine-Westphalian capital and presents collections for spring and summer as well as autumn/fall and winter.