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    Latest Fashion News: The reason why Germany still doesn’t have significant international fashion influence

    Dezember 17th, 2014

    The biggest question is, why? Why does Germany still not have significant influence in international fashion? Economy-wise the country is healthy and Europe’s biggest consumer of apparel and footwear, according to Euromonitor. And Germany also has well-known luxury brands such as Hugo Boss, Escada and Jil Sander. And yet, they still don’t have that much influence in fashion internationally. Compared to cities like Paris, Milan, London and New York, which are globally recognized in the fashion industry, the same cannot be said of Berlin, Munich, Hamburg or Duesseldorf. Kai Margrander, fashion director of Harper’s Bazaar Germany stated that “Germany’s discovery for talented fashion workers like fashion designers or photographers for instant, is not very high since they tend to leave the country for a more inspiring environment like Paris, London or New York to gain international success”. The majority prefers to rather be unsuccessful on an international stage as to compete with no real competition.

    Is Germany’s historical background still cause and effect of their international fashion success?

    The lack of Germany’s fashion influence can be linked to the country’s fragmented political history. Not only has the country repeatedly been destroyed in many German cities and put back together again during the War but also after World War II, Germany spent the better part of the second half of the twentieth century divided into two different economic and political systems. According to Kai Margrander, the destruction that complies with the country’s history is, in part, responsible for the absence of a German fashion principle.

    A huge part is certainly also the Nazi reign. Before 1933, Berlin indeed was one of the major fashion capitals in the world. Its wild and well-known party and nightlife scene was “the” international stage for fashion enthusiasts of the time. “But all this was destroyed by the Nazis. Jewish businesses were shut down or forced out of the country; the liberal-minded creative and intellectual elite subdued or expelled” explained Margrander. He continued “the country is still recovering from this massive cultural loss and wounds today.”

    The main reason why Germany is not globally recognized in international fashion

    I personally think, when you strip down everything what was going on in the past to just the simple fact of being a German per se, the main reason why Germany has such a small international fashion influence is because the majority love to dress conservatively. The hesitation to show off and rather go for “safer stuff” in order to not attract to much attention is an additional fact. Keeping a low profile with almost no fashion understatement doesn’t stand out and is boring. Fashion simply does not run in Germany’s blood in the way that it runs in the blood of the French and the Italians. It is said and known that Germans spend their money rather on cars than on couture. Which is quite interesting but I guess somewhat true.

    Jil Sander Fall 2014 RTWJil Sander Fall 2014 RTWJil Sander Fall 2014 RTWJil Sander Fall 2014 RTWHugo Boss Pre-Fall 2015 RTWHugo Boss Pre-Fall 2015 RTWHugo Boss Pre-Fall 2015 RTWHugo Boss Pre-Fall 2015 RTWEscada Pre-Fall 2015 RTWEscada Pre-Fall 2015 RTWEscada Pre-Fall 2015 RTWEscada Pre-Fall 2015 RTWEscada Pre-Fall 2015 RTW
    BOLD: Quality // Accuracy // Reliability // OLD: Simplicity // To little fashion understatement // Too conservative

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    3_Fashion Backstage: Interview w/German Pattern Maker Werkstatt


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