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Despite or because of Corona: Berlin wants to position itself as Europe's creative capital in the future.
The Mercedes-Benz Fashion Week from 18.-20.
January plays an important role.
Economic Senator Ramona Pop (Greens) explains how and why the Senate is promoting the event and the fashion landscape.
WORLD:
Ms. Pop, what significance does Berlin have as a fashion location, both nationally and internationally?
Ramona Pop:
As a cosmopolitan and culturally diverse metropolis, Berlin attracts creative people and talents from all over the world.
3,100 companies with 25,000 employees are active in the capital's fashion sector.
Berlin offers an excellent location for the industry because creativity and trendsetting takes place here in so many different areas than in almost any other place.
The fashion and design industry in Berlin achieved sales of around 6.3 billion euros.
In the last ten years, 1000 companies, 10,000 employees and 5 billion euros in annual sales volume have been added.
Fashion Week is an important part of this.
I am convinced that this development will continue after a recovery phase.
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WELT:
What is the economic importance of Berlin's creative industry?
Pop:
The Berlin creative industry, with its 33,500 companies and 236,000 employees, plays a very special role - it is an important cornerstone of Berlin's economy.
That is why we have supported this industry from the start of the pandemic with more than 600 million euros in immediate and corona aid and decided on additional funding measures for this year.
And it is an image factor for the city.
WORLD:
How does the city support Berlin Fashion Week?
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Pop:
We have been promoting fashion in Berlin for more than ten years through a comprehensive package of measures; no other federal state has comparable funding instruments.
Among other things, further training and coaching services, sustainability efforts or presentation options for selected fashion labels at fashion weeks in Berlin and Paris are funded.
In addition, this year we will set up a fashion hub as a year-round central contact point for local designers, experts and international delegations.
With our additional help for Berlin fashion labels, we are providing them with more liquidity during the crisis so that we still have a diverse fashion landscape even after the Covid 19 pandemic.
Ramona Pop last year on the opening evening of Mercedes-Benz Fashion Week in the Berlin power plant
Source: picture alliance / dpa
WORLD:
What are the highlights of the current Fashion Week in Berlin?
Pop:
There are a few.
For example, high-end fashion is presented by young design talents and hip love brands through to successful global fashion players.
As one of the most important industry events, the almost legendary Berliner Salon is celebrating its comeback and is presenting 35 well-known German design labels as part of a group exhibition in the Berlin power plant.
The presentation of the joint study “Status Deutscher Mode” by the Fashion Council Germany and the renowned Oxford Economics institute is also exciting.
It is about the reputation and relevance of the German fashion industry and its influence on economy and culture.
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WORLD:
What challenges does the season bring with it?
Pop:
The situation is of course not that easy - without the pandemic it would of course have been easier.
But Berlin Fashion Week is in good company: In times of Covid-19, many of the world's relevant fashion weeks offer digital formats under the highest security precautions.
In addition, the creative and fashion industry is behind the Berlin Fashion Week and its realignment, so we are using the upcoming edition to test new formats and various digital display channels.
With this we are sending a clear signal that Berlin Fashion Week will not only continue, but will be future-oriented in order to emerge as a winner from this crisis in the end.