Digital media and global networking are changing the physical state of society, breaking down established structures and creating space for flexible lifestyles. Topics such as work-life balance and ideas of personal happiness are just as difficult to put into templates today as gender definitions or political attitudes. Major global issues are also in a stage of permanent fluctuation and call for a radical restructuring of the economy and society, in which habitual consumption habits are replaced by more social responsibility and a new way of consuming. The need to position oneself clearly has since developed into a global movement. It shows that even one single individual with the right idea can shape the future on a large scale. Constantly questioning one‘s own actions and responding flexibly to changing circumstances has also fundamentally changed how fashion is treated. Occasions to wear something special and gender roles are less and less a criterion for fashion purchases. Today, it is more a matter of finding the right balance between seduction and a sense of responsibility and of creating a new optimism of change.
This zeitgeist is reflected in the three style mindsets the collection is based on. They represent different aspects of femininity and extract three basic directions, each with its own stylistic focus. The first type of woman focuses on modern basics and an emphasis on urban styling. In the second style group, high standards of quality and a preference for minimalist looks fuse into sophisticated straight lines, while in the third style mindset, playful elements are given greater emphasis, thus expressing modern femininity. The result is a finely coordinated collection that, despite its complexity, blends into a clear overall picture. The individual pieces are therefore perfectly compatible with each other, regardless of delivery dates and the thematic focus.
A new silhouette: the “Gender Shirt“ dispenses with the menswear/womenswear divide and puts the focus on the look.