When it comes to Fashion Week, most of the shows are less about the clothes and more about the buzz – if a design house manages to exceed in both areas, a seasonal success is guaranteed. The holy quaternity of internationally respected fashion capitals consists of Paris, London, Milan and New York City. Whilst other locations have tried in past and present to make a name for themselves, such as Sydney, Copenhagen and Dubai, it is an incredibly strenuous task to be accepted by an international audience and the big players in the fashion industry. It seems though as if after years of being an “If you know you know” affair, Berlin is finally catching up.
Can Berlin Fashion Week compete with other fashion capitals Paris, London, New York? I dig deeper…
Berlin Fashion Week just took place in the first week of July, attracting not only a local but a highly respected international audience this time. From actresses like Kelly Rutherford and Jessica Madsen to internet celebrities such as Hanan Besovic from @ideservecouture and Albert Ayal from @upnextdesigner, Berlin designers pulled them all.
A Question Of Timing
Germans value few things more than punctuality and overall timing. If you are early, you’re on time and if you’re on time, you are already late. Not taking place around the same time as Fashion Month September can be a huge disadvantage as much in fashionistas’ minds. On the other hand Fashion Month can be draining and attending yet another show is the last thing some fashionistas want to do which could result in a plus point for Berlin. What furthermore speaks for this unusual timing is the fact that Berlin Fashion Week is the last eventful time before summer break so the industry gets the chance to go out with a bang – or dancing to bangers at one of Berlin’s famous clubs.
Send Me Your Location
What can be brought to Berlin’s defence is, that it is a European capital, making it very convenient for at least European based fashionistas to travel here swiftly and for all overseas the ideal opportunity to kick off Euro summer. The Berlin Autumn/Winter shows take place around the same time as the other fashion weeks, which again is a convenience in terms of travel here, as three of the most respected weeks also take place in Europe – this actually speaks a little bit against power player New York.
People Be Peopling
The who’s who of fashion week attendees is just as crucial as the designers and their creations are themselves. Sometimes the street style before the show is more talked about than the event itself. Berlin’s street style may range from extraterrestrial shapes and heels higher than the TV tower to sweatpants and a cut up shirt, but it never disappoints.
It’s On The Outside What Counts
In the end what matters most are the collections the designers send down the catwalk. Creativity is just as important as craftsmanship. Finally it is the visibility of quality that differentiates an actual fashion show from a student show-and-tell (highly endearingly speaking of students’ work for I believe they are at the apex of their creativity but I think it is clear what I mean when I use the term student versus established professionals).
So… Can Berlin Fashion Week compete with other fashion capitals Paris, London, New York?
My prognosis is a clear yes. Strong collections, an eclectic front row and the promise of a good time. Whilst I do see the appeal of holding the Spring/Summer shows in July I do strongly advocate for a change in schedule nonetheless but I am highly convinced if designers keep it up, Berlin will soon add itself to the list of the most anticipated Fashion Weeks of the year.
What do you think?
Lead Image Courtesy of Instagram @berlinfashionwe
