moda / fashion
T he world’s major fashion week events, namely those of Paris, Milan, London and New York, continually face new challeng- es from centres of fashion around the world. This is perhaps why Berlin Fash- ion Week has adopted a slightly different approach and a specific fashion expres- sion that does not place fashion show re- views to the fore, but rather innovation and technology. In Berlin one can see dozens of differ- ent fashion events, from large fairs with prestigious brands, via smaller special- ised fairs dedicated to street fashion and those brands that care about the ethical aspects of fashion production, to shows of young designers, showroom presenta- tions or pop-up shops with the most di- verse variety of fashion offers. If we also add to this the staging of serious confer- ences addressing the topic of new tech- nologies in fashion and its sustainabili- ty, then we arrive at one of the world’s most complete and diverse fashion weeks. Berlin Fashion Week’s most impor- tant partner is the Premium Group, which – via its fairs Premium, Seek, Show & Or- der, Bright and FashionTech conferenc- es – presents over 1,000 brands and de- signers, bringing together over 100,000 visitors to three different locations with more than 50,000 square metres of ex- hibition space. It is precisely these spac- es that bring the authentic Berlin vibe – abandoned factories and warehouses (the Berlin Arena, dating back to the 1920s), a former railway station (Station Berlin from 1875) and a power station (Kraft- werk – from the time of the construction of the Berlin Wall) - becoming creative set- tings for different fashion presentations. In addition to space and wonderfully de- signed stalls within the halls, visitors can also take advantage of new experiences in shopping and innovation in customer relations. Thus, at this fair you can sam- ple the widest possible variety of healthy drinks, alongside an incredible combina- tion of small bites food, while you can “drive” in a mini rally or paint the walls on the basis of the look of the most con- temporary Berlin galleries. The areas between halls that are re- served for B2B meetings or breaks are spe- cially designed to give the impression of a huge party that you’d never want to leave. I’m also sure that this is one of the reasons why many exhibitors depart this fair ex- tremely satisfied with the work concluded. Review shows are held under the patronage of Mercedes-Benz in E-Werk, one of Berlin’s most famous sites, dating back to 1881. Abandoning its primary pur-
pose as an electrical substation, E-Werk has gone through various stages, from technological advancement in the 19th century, through the destruction of World War II and abandonment during the Cold War, to the symbolism of reunification af- ter the fall of the Berlin Wall. It was rede- veloped in 1993 and again became a sym- bol of development, though this time the development of the techno-club scene, as a nightclub featuring the performanc- es of the most famous DJ names of the 1990s. In the new millennium this site and its most attractive buildings became the subject of reconstruction, so that it to- day hosts various events, while the sur- rounding area has become a special ur- ban residential zome. Among around 20 shows, a great impression was left by the collection of Serbian designer Ivan Man- džukić, who has been living and working in Berlin, where he successfully develops his Ivanman brand. This season’s highlight, however, was the Hugo show of world-renowned Ger- man brand Hugo Boss, intended for mil- lennials and inspired precisely by the Ger- man techno scene of the ‘90s. The huge Motorrwerk hall on the outskirts of Ber- lin, a former legendary techno club, re- ceived over 1,000 people for the show’s after-party. This show actually fused all the characteristics of the Berlin Fashion Week, from innovations in materials and cuts, via street fashion intended for some new cool kids, to the great party that was opened by famous rapper Wiz Khalifa and continued by famous German DJs, with an incredible light show performance that supported the great production of this fashion extravaganza. In Berlin you can see large fairs with prestigious brands and smaller ones intended for street fashion as well as brands that care about the ethical aspects of fashion production uličnoj modi, kao i brendovi koji brinu o etičkim aspektima modne produkcije U Berlinu se mogu videti veliki sajmovi sa prestižnim brendovima, oni manji, namenjeni
scene kao noćni klub u kojem nastu- paju najpoznatija di-džej imena deve- desetih. U dvehiljaditim ova lokacija i njene najatraktivnije zgrade postaju predmet rekonstrukcije, tako da se da- nas u njoj održavaju različiti događa- ji, a okolni prostor je postao posebna stambena gradska celina. Među dva- desetak revija odličan utisak je ostavi- la muška kolekcija srpskog dizajnera Ivana Mandžukića, koji već godinama živi i radi u Berlinu, gde sa uspehom razvija svoj brend Ivanman . Hajlajt ove sezone je ipak bila re- vija Hugo svetski poznatog nemač- kog brenda Hugo Bos , namenjena milenijalcima, a inspirisana je upra- vo nemačkom tehno-scenom deve- desetih. Ogromna hala Motorverk , u predgrađu Berlina, kao bivši le- gendarni tehno-klub, primila je vi- še od 1.000 ljudi na reviji i afterpar- tiju. Upravo ova revija je objedinila sve karakteristike Berlinske nedelje mode, od inovacija u materijalima i krojevima, preko ulične mode name- njene nekim novim kul klincima, do sjajne žurke koju je otvorio poznati reper Viz Kalifa, a nastavili poznati nemački di-džejevi uz neverovatan lajt-šou performans koji je podržao sjajnu produkciju ove modne ekstra- vagance.
HUGO BOSS
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