Amidst the hubbub surrounding what is the uncontested peak of the fashion calendar, Berlin Showroom has installed itself at Espace Modem, a gallery space set just aside from the quintessentially Parisian Canal Saint Martin. Over the last weekend, the showroom has played host to 9 Berlin based designers, offering them a platform to access the market of international buyers that Paris Fashion Week, more so than any other, consistently attracts. We took the opportunity to hit them with some quick-fire questions as proceedings went underway:
What differentiates the audiences of your Berlin presentations from the audience reached through ‘Berlin Showroom’?
The visitors of the Paris showrooms come from all over the world, whereas the guests attending our show in Berlin are mostly based in Germany.
Working as a young, independent designer is often a relatively solitary endeavour; what do you value most about the group presentational framework that ‘Berlin Showroom’ allows?
Berlin Showroom offers the possibility to meet with all of the designers (even though we all work in Berlin, all of us are busy) and talk about the development of our brands.
What would you say are the fresh attributes that Berlin designers can offer to the international fashion community?
Different concepts, new kinds of presentations, and beautiful, wearable collections.
All images via Perret Schaad
What are the primary draws to showing your collection here, and what are the distinctive benefits that come from showing here over other fashion capitals?
Where else would an avant-garde label exhibit other than Paris?
Do you think that presenting under an expressly ‘Berlin’ banner carries a particular cachet?
It may do for some people, but generally I wouldn’t say that it does.
Working as a young, independent designer is often a relatively solitary endeavour; what do you value most about the group presentational framework that ‘Berlin Showroom’ allows?
Family feelings!
All images via Starstyling
What differentiates the audiences of your Berlin presentations from the audience reached through ‘Berlin Showroom’?
We can reach the German audience (mostly press) more effectively in Berlin; through Berlin Showroom, we have the chance to engage in direct conversation with the buyers.
Do you think that presenting under an expressly ‘Berlin’ banner carries a particular cachet?
Berlin has a great image as a city for its culture and tourism. We believe that it sends a certain signal to the international audience, and hopefully a positive one at that!
What would you say are the fresh attributes that Berlin designers can offer to the international fashion community?
Every designer has different things to offer, but most of us seem to have a healthy balance in our every day lives. Maybe this aspect influences the fashion coming out of Berlin.
All images via Schmidttakashi
What are the primary draws to showing your collection here, and what are the distinctive benefits that come from showing here over other fashion capitals?
Paris is still the capital of fashion. It is the last stop of the season, with buyers and press from all over the world coming to Paris, allowing us a good chance at getting hold of them.
Do you think that presenting under an expressly ‘Berlin’ banner carries a particular cachet?
YES! A definite yes! Berlin has the creative potential to make it as a fashion capital; it just needs time and persistence!
Working as a young, independent designer is often a relatively solitary endeavour; what do you value most about the group presentational framework that ‘Berlin Showroom’ allows?
Sharing the same ideals & dreams, and exchanging experiences is highly valuable. Also Berlin Showroom -like Berlin itself- draws more and more attention in the fashion scene. But this needs to be proven on a professional basis as well. All the same, not being alone is always quite important.
All images via Antonia Goy
What are the primary draws to showing your collection here, and what are the distinctive benefits that come from showing here over other fashion capitals?
I think it’s important to show your collection abroad in one of the main fashion capitals…You have to find out which market, or which fair, for example, suits you best. For me it’s Paris for sure; but of course, as my brand grows, I could imagine taking part in another fair or showroom in New York or London. But Paris is of particular note, as buyers the world over are coming here to buy, as most or all bigger brands and well known labels are holding showrooms or showing at fairs here.
Working as a young, independent designer is often a relatively solitary endeavour; what do you value most about the group presentational framework that ‘Berlin Showroom’ allows?
The group dynamic! And of course, each of us attracts different clients; showing in the same showroom is not about getting as much as you can from it, but also sharing…it could the case that a client who has come to see the collection of one of the other designers could take an interest in my collection, or vice-versa.
What would you say are the fresh attributes that Berlin designers can offer to the international fashion community?
Berlin is still an up-and- coming city and so are its designers. There is no such thing as a precise Berlin style as Berlin fashion has a huge variety to show and offer.
All images via Hien Le
What differentiates the audiences of your Berlin presentations from the audience reached through ‘Berlin Showroom’?
In the “Berlin Showroom”, PUGNAT gains international audience in an intense period twice a year, whereas Berlin presentations operate on more of a national level and are by appointment only.
Do you think that presenting under an expressly ‘Berlin’ banner carries a particular cachet?
Berlin represents for one of the world’s most creative and open-minded cities. This therefore allows design to live and grow in various directions resulting in diversity.
Working as a young, independent designer is often a relatively solitary endeavour; what do you value most about the group presentational framework that ‘Berlin Showroom’ allows?
The established framework allows us to concentrate on actually work as a designer. Also PUGNAT enjoys the exchange with the other Berlin based brands. 
What differentiates the audiences of your Berlin presentations from the audience reached through ‘Berlin Showroom’?
For a while now, I’ve separated the two cities into different camps. Berlin gives me the fantastic possibilities to show the collection in a very special setting. I have the network, the friends and artists who can help me in creating special shows. I could not do something like that anywhere else. But I do not take part in any showrooms or tradeshows in Berlin. At the moment, Berlin is the place for pushing the image of the brand, while Paris is the place to make sales.
Do you think that presenting under an expressly ‘Berlin’ banner carries a particular cachet?
Well, „Berlin“ definitely grabs a lot of attention in general, and I think we have finally reached a point where people are realising that there are good, high quality collections coming from Berlin, which can easily compete on an international scale. However, while being part of a bulk of Berlin designers could be useful, but I don’t think it is absolutely imperative.
What would you say are the fresh attributes that Berlin designers can offer to the international fashion community?
Good thinking, healthy, grounded life philosophies and patience.
Images via Birgit Kaulfuss
Working as a young, independent designer is often a relatively solitary endeavour; what do you value most about the group presentational framework that ‘Berlin Showroom’ allows?
It is always good to exchange ideas and experiences with others from the industry. At the same time it allows us to be present as a group. We hear a lot from buyers how much they appreciate that they can come to one location and see a good crop of Berlin designers.
What would you say are the fresh attributes that Berlin designers can offer to the international fashion community?
Since the design scene is a fairly new phenomenon to Berlin, we are free in approaching it from a modern angle. There is very little infrastructure to manufacture fashion on a high-end level. Designers have to be inventive and find new ways to produce their collection in doing so we have reflected what matters to us in today’s world. We all oversee our entire supply chain closely by producing for example locally.
Do you think that presenting under an expressly ‘Berlin’ banner carries a particular cachet?
From the international point of view, Berlin is the most exciting city in Europe. It is attracting talent from all over the world. We feel honoured to be part of the small selected group of designers representing Berlin in Paris.
All images via Cruba
