With three established fashion weeks already in Europe, it might seem superfluous to add a fourth. But, in the absence of a coordinated Belgian movement, Berlin has, as expected, stepped up to claim ownership.
Just six seasons young, and under the corporate sponsorship of Mercedes-Benz, who underwrite some 30 regular fashion platforms globally, Berlin is beginning to make sense as a potential new fashion hub, not least because of its vibrant youth culture and cutting-edge art community.
From another perspective, Berlin also works as an epicentre for the newly emerging Eastern European market to interact with the other compass points. Trade shows like Bread & Butter and Premium reinforce this proposal. A small detail to be rectified is that this season overlapped with the menswear shows in Milan and Paris.
Nevertheless, catwalk presentations by upscale labels, such as Schumacher, who opened the week, and Rena Lange, vied for local media attention with newcomers, Penkov and Sam Frenzel. The latter demonstrated a directional aesthetic that, with careful management, promises to go places.
An impressive Hollywood celeb turnout at the Hugo Boss party and photographer Nick Knight at Vogue’s Fashion Night caught the attention of the international media. Restaurant bookings at Grill Royal were the other hottest tickets in town. Meanwhile, hardcore Berliners celebrated Dirk Schonberger’s final collection for Joop! at the infamous Crackers basement. In true Berlin style, the below-the-radar party - like a metaphor for Berlin's sartorial ambitions - thumped on well into the early hours of a bright dawn.
Hugo Boss Black A/W 2010 collection at Berlin Fashion Week.
Hugo Boss Black A/W 2010 collection at Berlin Fashion Week.
Hugo Boss Black A/W 2010 collection at Berlin Fashion Week.
Turkish-German Sam Frenzel represents the new generation of young German fashion design, winning the "Designer of Tomorrow" award from national retailer, Peek & Cloppenburg, who sponsored the debut show.
Frenzel's design strengths lie in bold colours and dynamic silhouettes. Internships at Chloé, Lacroix and Dior prior to graduating from Berlin's University of Applied Sciences set a strong foundation.
Futuristic Glamazons by Sam Frenzel - showcasing artisanal construction techniques alongside directional design.
Bold, but always with an equal emphasis on comfort at Sam Frenzel.
Schumacher opens Mercedes-Benz Fashion Week, Berlin. Dorothee Schumacher's label celebrates its 21st anniversary this year.
Now firmly established in the domestic market, Schumacher has begun to retail throughout the EU and US. The designer's hallmarks are a soft, sensitive mood coupled with an elegant edginess.
Preparations - the night before Mercedes-Benz Fashion Week opened in Berlin.
This season's hot new model - the Mercedes SLS AMG.
Mercedes also introduced 'designo' during fashion week - a bespoke design service, which enables owners to specify their own interior and exterior options. The playful approach involved six scale-model SLS AMG cars and racetrack terrain fashioned out of leather.
Speakers corner, from left to right - Maia Guarnaccia, Vice President IMG Fashion Europe; Harald Wolf, Senator for Economy, Technology and Women in Berlin; Nick Knight, photographer; Anders Sundt Jensen, Vice President Brand Communications, Mercedes-Benz Cars; Alex Marashian, discussion moderator and Editor-at-Large, AnOther magazine.
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