Where does privacy begin, where does it end? Who knows me, who recognizes me, who controls me? Thanks to digitalization the borders between private and public life are disappearing. Omnipotence is followed by a feeling of powerlessness, angst, and assimilation anxiety. The desire for security, shelter and safety, intimacy, identity and authenticity increases. Can fashion act as a retreat?

This year’s competition for the European Fashion Award – FASH 2010 was entitled “Privacy” and searched for designs dealing with this area of tension. The competition is an annual event held by the Stiftung der Deutschen Bekleidungsindustrie (German Fashion Industry Foundation – SDBI).
A jury consisting of design, industry, marketing and media experts selected the winners from 63 participants from nine countries according to predetermined criteria.