The King of Cool - Don’t underestimate the Berlin Fashion Scene
Berlin is probably the most underrated fashion scene in Europe.
Why? Most likely, because they don’t care, if you’re paying attention or not.
Berlin is known for its grungy and historic city parts and hipster characters, but if you also thought that it has a great fashion scene - you guessed right! For a city that never looks quite finished with its constant construction and modernisation, Germany’s capital is a strong magnet for creatives of all types, including designers. Germany already boasts quite a few internationally renowned fashion brands such as; Adidas, Puma, Escada and Hugo Boss, to name only a few.
So what is their fashion scene?
Neon colors from the 90s rave scene, leather and rubber from the 2000s gay sex scene - yes, it’s very controversial and not for the prudes - is the foundation of Berlin’s style. Berlin is the number one city practicing sustainability and fashion tech, which might seem like two opposites.
Berlin, the city, is its own fashion brand and its too-cool-for-school mentality is reflected in the style and sometimes the attitude too - the Berliner Schnauze. The designers want to be known as artists and not just fashion designers, because let’s face it - that’s what they are and being a mere fashion designer is uncool and has too many rules.
European style is not European style, no matter how many times people like to use that term. These aren’t the minimalistic chic Parisians that showcase haute couture or Milan's luxury suppliers or New York's celebrity arena. Berlin has nothing in common with the rest - its mix of hip street wear is a game changer.
The designers to know
The city has some noteworthy and emerging designers such as, GmbH, Ottolinger, 302c, Dumitrascu, Ximon Lee and Nhu Duong. The good news, all of these designers have one thing in common. The not so good news, their pieces won't go with anything in your wardrobe, but you’re just going to have to embrace that part. These designers don’t typically show at Berlin Fashion Week, but rather use the city as a space for their creativity. Philomena Zanetti, William Fan, Lala Berlin are less "Berlin“, but beautiful designers to keep in mind.
How to get the look
I wish I could give you a simple step-for-step guide on how to capture Berlin’s look, but it’s not that easy. So, strap on your "don’t care“ attitude, wear whatever speaks to you (no matter if it matches or not) and let confidence take care of the rest.
Insider tips to know:
- All black isn’t just for funerals.
- Don’t even think about wearing heels to a club. You’ll be turned away, guaranteed.
- No, they didn’t forget to change out of their pajamas, that’s the look.
- That homeless looking guy on the subway might just be a CEO of a successful new start up.
- Fanny packs are cool!
- White socks aren’t for tennis.
Where the style comes from
The never-really-finished city look is definitely reflected in the style. Ironically this fashion city, has such an "effortless“ style, because true Berliners, as they say, "don’t care about fashion“ and don’t care what you think. So their style comes naturally, which is why you get what you see.
Whether this is your style or not, you’ve got to give credit to Berlin for staying true to itself and we can all use a little less self doubt and more self assurance. It is time to "not care“ and start paying closer attention to Berlin’s fashion scene.
- Below some items from our Berlin designer Ewa Herzog.