In January the Berlin Fashion Week invited to see the new season fall winter 2018/2019. Of course our team was well placed in front to benefit from the textile fashion air and explored the new trends.
According to the Fashion Weeks’ slogan „Shaping Identities“ all labels presented their fashion and products matching to the upcoming season. The whole concept focused, next to clothing and accessories also on the subject community thinking – since these days information & Inspiration are positioned in first row. In the age of numerous online stores, the masters of the technology of rapidity, flexibility and customer orientation, there is a need for potential ideas to develop the fashion retail business and make it more exciting. You might reach this level of enthusiasm by mixing non-textile or rather lifestyle products to the fashion key ingredient and spice it up with emotional interactions. The objective of the compound is to transform the retail business to a sort of social meeting point where customers will find entertainment which is differentiated from online markets and, as a result, a unique experience for the consumer.
Also the conference “Fashion Tech Solutions” reflected those topics. It seems that the digitisation for the retail business creates the new possibilities for innovative ideas and improvements. Edition F as a keynote speaker dedicated a tribute to all women to seek executive positions in the markets or become self-employed and will give those women full support with their movement FEMALE FUTURE FORCE. The company “Hartmann Consultants” presented their new recruiting- process for CEOs, which was only possible through digitisation. Fashion Tech works as an interface between fashion and technology and deals not only with the future of retail, digital marketing and communication but recently also with sustainability and the future of textiles.
It should be noted that sustainability is not only a big topic in technology but also for the individual fashion labels. Each of them is developing a heart for timeless & ecological fashion, which is perfectly fitted to the consciously consuming customer. Next to the textile itself, workmanship and design happen to be conscious as well and especially the “Made in…” label is getting a lot of attention. MDR – the middle German broadcast – interviewed us regarding what seem to be the Fashion weeks’ topics. Questions like “How often do you go shopping?” or “How much money do you spend on fashion?” makes the consumer aware of her / his fashion habits. Also the question “Are you interested where your products were produced?” showed us that the Panorama fair attached great importance to the subject sustainability
A walk around the convention halls gave us a good overview about the upcoming trends for FW18/19. Palettes of neutral colours with well-chosen pastels are dominating the collections. Wintry and autumnal hues of red, pink, plum, petrol and glamorous gold and silver shades were present in all assortments and will brighten up the grey winter days. The theme “Shaping Identities” is also implemented in form of structures: fake fur and velvet are combined with shiny materials, jacquards and brocades which all involves the sense of sight and touch at once and creates new design elements. Natural and lasting materials make up todays supply and prove that environmentally friendly fashion can be modern as well. Style, comfort and quality are the three main factors for the present fashion frontrunner.
To summarize the fashion week, it was all about the art of shaping new identities. Using either digitization, which is useful to give the retail and business models new forms or a more tangible version of using different textile structures and surfaces. Basically it is all about creating a fascinating story to each product.