The first thing that probably comes to your mind when hearing the word Fashion Week is a.) Models strutting the catwalk in the latest collection of huge designers with socialites and stars sitting front row dying for the first look to come out and saddened when the lights go off as the last look descends the runway b.) Streetstyle photogs hoarding infront of the tent waiting for Cara Delevingne and Karlie Kloss to pose for their cameras c.) Anna Wintour. Oh and let's not forget d) Parties, goodie bags and more parties.
Note: This however does not apply to Berlin Fashion Week. We got ex Dschungel Camp contestants and DSDS stars sitting Frontrow. And our biggest designers are bailing on Berlin Fashion Week. (Where is Hugo Boss? Where is Michalsky?) Oh well..
But it's not all about the classic runway show. First of all you should know that within the tent there are also studio presentations. But there are also big fairs such as Bread&Butter or Premium, where you have the chance to talk to brand ambassadors and representatives, the chance to get to know a brand better have a closer look at upcoming collections and meet like minded people who all share a passion for fashion. Stuff that goes on exterior from the official tent.
And sometimes there are Media Mornings such as the DFT Media Morning I attended last summer. It was sort of like a press conference in a very close gathering with preview of the show following the next day. I couldn't keep my eyes of Hanneli Mustaparta and Stella McCartney (who btw has replaced Marc Jacobs in the DFT Award) shared some very personal and inspiring words with us as we all got to know the finalists of the Designer for Tomorrow Award.
My first official Fashion Week appointment is going to be of the latter sort I've described to you. On Monday my day will start with a talk and conference sort of thing. I've been invited by Mercedes Benz to the ZEITmagazin KONFERENZ Mode&Stil. I'm hoping to learn a lot before the real frenzy starts.
Love Lois xxx