Berlin (dpa) - The Berlin Fashion Week is moving to the Internet this winter.
The big shows are broadcast online.
The whole hoopla with celebrities flown in is canceled because of the pandemic.
But anyone can watch from home - even in sweatpants.
Or with a towel turban on your head.
The big catwalk will be opened on Monday evening (6 p.m.) by Belgian designer Tom Van Der Borght.
Usually hundreds of spectators sit on the benches.
This time safety precautions apply.
No audience, but corona tests for employees.
The big catwalk is in the old power plant.
The videos will then be shown online.
"We hope that this will generate an increase in digital viewers from the industry, but also from the fashion-interested public," said Marcus Kurz from the organizer Nowadays.
For the designer Van Der Borght, the whole thing is an interesting format according to his own statements.
He is planning a mix of art performance and fashion show.
"I think I've seen more fashion shows online than in real life," the 42-year-old told the German press agency.
The good thing is that you can rewind the video if you liked something.
From Monday to Wednesday there are shows at the Mercedes-Benz Fashion Week in the Kraftwerk, for example by Marc Cain, Rebekka Ruétz and Kilian Kerner.
Labels are also appearing online at the Berliner Salon, designer Anja Gockel wants to broadcast from the Hotel Adlon.
Some other digital events are planned until Sunday.
However, some well-known names are missing - for example that of the designer Marina Hoermanseder.
When Digital State Minister Dorothee Bär (CSU) once wore one of her pieces of clothing, it sparked discussions.
The fact that Hoermanseder is not there with a gaudy show this time is largely due to the pandemic.
Anyone who knows her shows, knows what kind of idea she has of such an event.
But 800 show guests and an aftershow party with 1500 guests are currently not possible “for good reason”, she says.
In their view, online business has become even more important for the fashion industry in the pandemic.
This is also what she wants to focus on.
For example, she found that people order more often, but shopping baskets are getting smaller.
Many shops in Germany are currently closed.
And when it comes to fashion, new questions arise, at least for some: Is it okay, for example, to sit in the home office in pajamas?
Van Der Borght thinks that you should wear what you like.
He personally would choose unicorn pajamas.
Designer Lena Hoschek from Austria sees it similarly.
«Thank God we no longer live in an age in which there is a certain compulsion to wear.
The only question is, how do you feel most comfortable yourself, ”she shares.
"I think that most of us are already fed up with sweatpants and actually like to dress nicely when they have a conference."
Hoschek sees the pandemic as a great opportunity for consumers to rethink.
"Shop Local was the first initiative that really impressed me - when the consumer voluntarily supported local businesses and increasingly consumed local products," she said when asked by the dpa.
She has now decided not to present her collection in Berlin, but online at a different time.
The very early date in January had been bothering them for years.
She wants to give a first preview of new designs in February.
She misses Berlin: "I've always loved Berlin Fashion Week very much - the city, the hustle and bustle around Fashion Week - I'll miss that very much."
The fact that, with Frankfurt am Main, another city could now establish itself as a fashion location doesn't make it any easier for Berlin.
The Premium trade fair announced in the summer that it was moving to Frankfurt.
The many appointments - Munich, Düsseldorf, Frankfurt, Berlin - made it very difficult for buyers, Hoschek believes.
“If I were to come from abroad, I wouldn't know where to go.
I therefore believe that everything will be more regional. "
Her colleague Hoermanseder wants to monitor the development of fashion events in Germany.
"Because our strategic gaze is increasingly directed towards America, we do not want to have to choose Frankfurt or Berlin at the moment."
© dpa-infocom, dpa: 210117-99-59164 / 2
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