August 22nd, 2010
Fashion visits Federal Chancellery

“20 years of German Unity” was the motto of the 12th Federal Government Open House Weekend. In the Chancellor’s Office, German reunification was honoured with the discussion panel “20 Years – 20 Heads”. Fashion experts and designers discussed the influence of reunification on the German fashion scene. Joachim Schirrmacher was present.
© Stefan Maria Rother

“Fashion in Germany is strongly connected to historical dates,” said Adelheid Rasche, director of the Sammlung Modebild – Lipperheide Costume Library, the largest fashion library in the world.

Since the 1990s, the German fashion scene changed drastically. With its new centre in Berlin, the German influence on the international fashion scene grew.

“Since German reunification, we found a new identity and with it the German fashion scene blossomed. In Berlin today, we can see and feel a new era like in no other Western metropolis. Here we have more than 40 qualified fashion schools; one will hardly find that many anywhere else in the world. In almost all international fashion houses you can find Germans working in lead positions,” said Joachim Schirrmacher, fashion and design author.

Berlin is home to various fashion trade shows like the Mercedes-Benz Fashion Week Berlin, amongst others, but also to unique fairs like “Bread&Butter”, Europe’s most influential fashion trade show in the street and urbanwear sector.

Michael Court, a young German designer, who recently won the European Fashion Award 2010, stands for a new, talented generation of German Fashion designers. He just started an internship at the renowned London fashion house Vivienne Westwood.
Despite Berlin being Germany’s Fashion centre, Court stated that dynamics in Germany are different from the English fashion scene. “In England everyone focuses on London, in Germany we have several cities where fashion is designed,” Court said.

The public was also able to have a look at fashion presented by the popular Berlin brand c.neeon.

The discussion was wrapped up with outlooks for the future of German fashion design and the overall industry. All experts were very optimistic because of the unique and dynamic structure of the German fashion scene.

© German Information Centre Pretoria

The broadcast station "Deutsche Welle TV" covers Michael Court, winner of FASH 2010, who designed costumes for a festival in Hamburg.


Theme FASH 2011
Attention please!?



"Look - at - me!" Celebrities flaunt their bling-bling to gain attention at any price. At the same time, “Selling Over Stars” by the Yellow Press generates a quota-oriented style dictatorship. It is obvious: glamour is booming. In the old days, if you wanted to be taken seriously, acting reserved and respectable was the ticket. Today, the “Economy of Attention” has taken over the media-based image of fashion. Charisma sells. Everything screams: Buy Me! Yet some questions remain: What is beautiful? When do people really look good? What defines today’s fashion? Is the focus on profit, attention, or beauty? Are there any dreams and visions left? What drives us? Why do so many consider glamour beautiful? Is less still more? Are elegant simplicity and quiet splendor still significant? How can fashion embody cultural relevance, a beauty which challenges the mind? Why can beauty be a comfort?  
Under the motto “Attention please!?” the European Fashion Award - FASH 2011 is looking for answers to these questions.
More...


February, 2010
The Prizewinners FASH 2010



Michael Court, „The Strength of Silence“, Birgit Brockbals, „internal 
= external“, André Amorim, "Hello, Grandma!" Marieke-Sophie Schmidt, 
„Mimikry“ (from left). Photo: Fritz Beck

Where does privacy begin, where does it end? We camouflage ourselves 
in public to keep up appearances. Less and less people dare to openly 
express what they think or feel. 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 award presentation 
was held on February 7th, 2010, during the international trade fair 
for sports equipment and sports fashion, ispo, in Munich.

1st Prize: Michael Court, „The Strength of Silence“, Hochschule für 
Künste Bremen (University of the Arts Bremen)

2nd Prize: Birgit Brockbals, „internal = external“, Akademie Mode & 
Design (Academy for Fashion & Design), Hamburg

3rd Prize: André Amorim, "Hello, Grandma!",  Escola Superior de Artes 
Aplicadas de Castelo Branco, Portugal

3rd Prize: Marieke-Sophie Schmidt, „Mimikry“, Hochschule für Künste 
Bremen (University of the Arts Bremen)

Special Mention: Selena Regenfelder, „Born to Blaze“, Kunstuniversität 
Linz / Schloß Hetzendorf – University for Art and Industrial Design 
Linz / Fashion Institute Vienna, Austria

Distinguished Works and Jury Reasons

Press Release

Catalog (PDF)

Prof. h.c. Dr.-Ing. h.c. Klaus Steilmann, the founder of the Stiftung der Deutschen Bekleidungsindustrie, passed away on November 14th, 2009. He was 80 years old. In 1978 Klaus Steilmann brought the Stiftung der Deutschen Bekleidungsindustrie to life with the intention of promotion of training of neediness and talented students in the fashion industry. This gave numerous young talents a chance to make it in the industry. In addition to his regular business activities Klaus Steilmann’s efforts have left an indelible mark on the continuing development of the fashion industry. We will continue his work in his memory. Our condolences go out to his family. We will always remember Klaus Steilmann with respect and honor.

Board and Advisory Board SDBI
Anja Ulrich
Tobias Gröber
Joachim Schirrmacher