Mercedes-Benz, already the sponsor of New York, L.A, and Miami fashion weeks, added Berlin to its rooster this year in an attempt to launch the German city into the international fashion arena. This first Mercedes-Benz/IMG Berlin fashion week ran from July 11-15 and the shows, held underneath the Brandenburg gate, were divided between big-name labels invited to give weight to the event and smaller, relatively unknown designers who hoped to capture the attention of the international press and buyers in town. (Sandra Backlund, right, an Editor's Pick).

Mercedes-Benz attempted to generate interest in Berlin via the big-name stars and models flown in to attend the collections of Hugo Boss, Bottega Veneta, Vivienne Westwood's "Anglomania" line, and PUMA by Rudolph Dassler's debut collection (Andie MacDowell, Christina Ricci, and Mischa Barton were all front row while Mariacarla Boscono and Irina Lazareanu opened Hugo Boss and PUMA, respectively.) As a photo-op for major German newspapers, this tactic worked well. For fashion-insiders, however, the real interest lay in the young German designers who presented their collections on their own runways and during the IDEAL and PREMIUM Showrooms. (Hugo Boss, After Party, left; Vivienne Westwood, right. Photos: Thomas Pieper) Some of the best young designers were presented during sponsored showcase collections held over the four days. Becks beer sponsored the runway presentation of Pulver, q.e.d., Miroike, Kristin Hensel, and c.neeon; the Karstadt department store funded an award given to the best collection among the designs of Macqua, Kaviar Gauche, Talkingmeanstrouble, and Lala Berlin (Kaviar Gauche won); IDEAL presented Sandra Backlund, Carola Euler, Elliot Atkinson, and Eric Lebon as its top picks. A few young designers chosen by Mercedes-Benz/IMG presented their collections under the big tent: Sisi Wasabi, Prototype Schumacher, Smeilinener, Strenesse, Anett Rostel, and Michael Michalsky were the lucky few who benefited from the long, white runway. Most of the young designers showed their collections during the IDEAL and PREMIUM Showrooms. IDEAL featured a small, but well-selected batch of young international designers (the majority German). PREMIUM was much bigger, with over 500 names from Crocs to Christian Lacroix, although a subset of the PREMIUM Showroom, PREMIUM+, offered a selection of some of the most interesting young designers. Overall, the general style presented in Berlin veered towards the "underground" aesthetic. That is, bright graphic colors, loose natural fabrics, and quirky accessories. The over-hyped "Big-Names" aside, Berlin Fashion Week could very well impose itself as the cool, young alternative to the glossy fashion presented during New York, Milan, and Paris. related links: Mercedes-Benz/IMG Berlin Fashion Week 04 IDEAL Showroom Berlin PREMIUM Showroom Berlin

Boessert/Shorn Boessert/Shorn presented their collections at the IDEAL Showroom during Berlin Fashion Week (July 12-15, 2007). For Spring/Summer 2008, Boessert/Shorn chose to take their collection in a lighter direction. A white shirt is carefully deconstructed via "hand-crafted" holes; cowls become longer and more fluid; a black top is overlaid with tentacle-like fringe. The collection is "slouchy," yet constructed: a contradiction we like very much. (Photography: Christian Netter, Model: Ina, Jewelry: Volker Atrop)

Carola Euler Carola Euler's Spring/Summer 2008 menswear collection was presented as part of the IDEAL runway show during the Mercedes-Benz/IMG Berlin Fashion Week (on Saturday, July 14; other guests included Sandra Backlund, Elliot Atkinson, and Eric Lebon). From the official press release: "Boyish but sophisticated. Obvious yet discreet. Fresh yet formal: Carola Euler's Luxury collection is a work of contrasts. Taking casual sportswear, white hip hop attire and consumerist culture as her starting points, she spars sartorial contradictions against one another and blends them as one. Her trademark laser eye for detail defines itself in the cut-out on a shirt with a pleated underlay and the push-buttoned dress shirt cuff on a sleeve, but is combined with this season's take on a new money, white trash interpretation on how to dress up. "I was inspired by the idea of what a 16-year-old boy would buy if he suddenly came into lots of money,' says Euler. "That kind of naive approach to luxury dressing." This manifests itself in pristine, crisp ice white shirts combined with black combat shorts festooned in pockets, suits with nylon shorts and slick silhouettes worn with sporty sneakers, all with a flash of gold jewellery. New smart and new sport, a new vision of masculine attire.

Diana Brinks *an editor's pick Diana Brinks' collection was presented at the IDEAL showroom during Berlin Fashion Week (July 12-15). Diana Brinks' Spring/Summer 08 Collection is typical of her fluid draping and stark silhouette. The all black and white collection showcases draped tops over simple bottoms (black leggings or high-waist pants) as well as a graphic inverted trapeze dress. Think Audrey Hepburn meets the Cubists.

Eric Lebon Eric Lebon presented his S/S 2008 menswear collection at the IDEAL Fashion Show during Berlin Fashion Week (July 14, 2007). Three other designers presented at the same time: Sandra Backlund, Carola Euler, and Elliot Atkinson. Eric Lebon S/S 2008 menswear collection presented a casual view of the modern-day male: sportswear-inspired shorts, pants, and windbreakers were given a "cool" touch via a metallic sheen or a burst of yellow. The winning touch, however, was the multi-pocket metallic backpack that hung off the model's shoulder... and several partygoers later that week! (Photography: Thomas Pieper)

Fafafa Fafafa presented their collection at the IDEAL Showroom during Berlin Fashion Week (July 12-15, 2007). Review from fafafa Press Release: AUTUMN 07 - available from September. Fafafa's second collection comments in a humoristic way the lifestyle of mankind in modern day society. The collection spans from the street-art inspired hearts in hand dyed resin and sterling silver love signs to the more classic silverwork with renewing elements. Originality is indeed characteristic of the brightly coloured pill-collection. Referring to society's dependency on pills and quick fix cures. fafafa launches a universe of pills consisting of earrings, necklaces bracelets and fingerings in silver and multi coloured resin. Vibe Harsloef always pushes a twist to each collection and even classic silverwork has new meaning added to it, this is apparent even in the shape of simple sterling silver knot necklaces, earrings etc. Vibe Harsloef plays with the recognisable cultural objects and symbols by contrasting colour and materials. This is also seen in the quirky and glittering knucke-duster necklaces in grey, yellow and pink resin, thus creating an ironic interplay between love and hate. WINTER 07 - available from November. Inventive design is extended into fafafa's hand-collection. Hands in silver and resin with red- coloured nails, shows different ways to express oneself, within an urban culture. The fascination of the hand's numerous ways to look, has led to the exploration of the aesthetic and individuality of its many expressions. References to Vibe Harsloefs earlier work is to be found in the graphical vivid coloured peace signs in resin - a sign and symbol as current as ever. These can be combined with a little silver heart or with a love sign from the spring/summer 07 collection.

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This catalog was created for hardworking fashion merchandisers devoted to their consumer and their well-stocked boutiques. Above is a small tasting of extraordinary labels promised to bring any shop success. For contact details on manufacturers shown, conduct a keyword search.

Publisher: infomat
InfoMat serves as a one-stop information source for international apparel, textile & accessories professionals. This is where retailers, manufacturers, wholesalers, and service providers interact with our network of over 350,000+ fashion companies. We make it easy to source, connect, compare, research and assess industry-wide business opportunities.
Web: www.infomat.com
Published: July 2007
Market: womens
Region: usa
Industry: apparel
Editor: Maude Bass-Krueger

DISCLAIMER
Information in this report relies on sources including Trade Shows, Associations, News Releases, Government Reports and other public sources. Infomat can accept no responsibility for the accuracy or completeness of such information or for loss or damage caused by any use thereof.