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mono.gramm AW2011/12 mono.gramm AW2011/12

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Collect Showroom: nurturing Berlin's contemporary fashion talent

Donnerstag, Feb. 10, 2011, 12:04 / Berlin, Germany



“Our vision is to establish a small exclusive showroom using the strong identity of local designers,” states enthusiastic press and sales agent Arne Eberle. Launched in 2009, Collect Showroom is a valuable addition to the Berlin Fashion Week experience. Each season the showroom hosts a variety of local newcomers and established brands, including Reality Studio, Esther Perbandt, Tiedeken, mono.gramm, Hien Le and Maiami.

Arne’s idea was to create a platform to nurture the best local fashion talents both in terms of publicity support and sales. Trend scouts, bloggers, buyers, media, and fashion lovers of all sorts are welcome at Collect, and the showroom has become known for its’ relaxed atmosphere and a focused working environment - a place to discover local designers outside of the fashion week buzz. The choice of location, building L40, reflects the urban lifestyle that inspires many of the designers represented.

Throughout the season Collect hosts several events and presentations, cultivating and supporting designers with PR, event management and sales representation as needed. So far Arne Eberle is happy with the outcome in Berlin, stating there were many more buyers this January than the previous season, and confirming the international retailing presence has picked up. While also aiming at Asian and European markets, Eberle continues to focus on the German market, successfully building the retailing networks and gaining the acceptance among local retailers for the new generation of German designers.

TribaSpace introduce three labels from the Collect showroom that will be presented 19-21st February at (capsule) Women’s New York, and 5-7th March at (capsule) Women’s Paris.

Founded in 2003 by Maike Dietrich, Maiami is a synonym for hand knitted original pieces with a particular signature, namely a big vintage-styled stitch. Connecting nostalgia and modernity, Maike manages to produce items that never go of fashion, as they are simply too difficult to put into a seasonal agenda. Accessories, lifestyle decorative pieces, bags and sweaters form the core products that remain the same but are extended with new colours and styles with each collection. The AW2011/12 collection is inspired by the 1970s and cult indie movies, such as Antonioni’s Zabrieskie Point and Ang Lee’s Icestorm. Expect cream and off-white combined with colourful jacquard patterns made of excellent quality.

Mono.gramm founders Gunhild Kranz, Kai von Rabenau and Vera Cheng hail from Germany, France/Finland and China respectively, and are now all settled in Berlin. They believe a garment reaches its full potential and raison d’être in the way it is used and combined with other items within the situation it is worn in. mono.gramm aim to design clothes that can adapt to any occasion – easy to wear everyday items that extend to formal occasions – and achieve this balance through seemingly effortless and comfortable designs with an individualistic twist. Mono.gramm evolves from season to season with a specific idea in mind, but without neglecting the essential starting points for each collection: unusual yet simple pattern constructions, employment of draping techniques and use of modest materials. The designers value simplicity and beauty, while cherishing depth and intelligence in the design. Mono.gramm collaborate closely with mono.kultur magazine and organise a network of creatives whose works are regularly showcased at galleries and exhibitions spaces.

The AW2011/12 collection explores the juxtaposition of identity and versatility. Cosy fabrics such as wool flannel, cotton, jersey and knitted wool build a basis for simple yet interesting pieces, allowing for individual styling and interpretation.

Svenja Specht is the designer behind Reality Studio – the label responsible for last’s summer memorable collection presentation that took place moving fashion show on bikes, capturing the essence of the city Svenja worked as graphic artist, costume designer and stylist, spending three years in Beijing and two years in Paris before founding her own label in 2005.

The experience still influences Svenja’s designs – the AW2011/12 collection is inspired by the free jazz and fusion sound found on Codona’s self-titled album trilogy, while the word Codona also refers to two words in Japanese: “Otona,” meaning adult, and “Cotomo,” meaning child. The collection appeals to childish openness and curiosity, and the ability to discover outer worlds without prejudices. Playful with forms and colours, yet also grown-up with well-structured pieces, the pieces are the result of mixing adult and child attitudes. Inside-outside variations are also included, rounding up the collection as progressive street wear.

In addition to seasonal collections, Svenja has collaborated on projects with artists such as Jen Ray and Michael Kalki, and participated at a project of Rirkrit Tiravanija in Berlin. Since 2010 Reality Studio has collaborated with Onitsuka Tiger/Asics on limited edition sneaker designs, the first of which hit selected stores last month, with others following in July and December 2011.

Reality Studio collections are produced in Germany, with distribution in Japan, China, the United States and Europe.

Collect Showroom for contemporary fashion
Arne Eberle Press+Sales
Email: collect (at) arneeberle.de
Tel: +49 30 7808 7858

Natasha Binar | TribaSpace

Produkt-Gruppen: Ready-to-Wear, Representation, Other, Promotion, PR, Sales
Märkte: Men's, Other, Women's

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