The HUGO by Hugo Boss show made quite an impression at Berlin Fashion Week on Sunday as it took off on the tarmac runways, creating a very surprising setting.
The Tempelhof Airport runways were transformed into catwalks to showcase a collection full of suits, skinny ties and tight turtle necks. Men had slicked back hair and some carried murses. The women looked stern with hair pulled back in tight pony tails, minimal eye makeup and very darkly stained lips. Adding to the intensity was an angry tango melody, as seen in the video.
Most of the other shows will take place in Berlin's Postbahnhof railway station.
"The Postbahnhof is the ideal location to highlight Berlin's distinctive and celebrated architecture," said Maureen Reidy, the CEO of IMG Fashion.
The highlight of Berlin Fashion Week will likely be Zac Posen's resort collection. The young designer says he was actually inspired by a resort island in German's North Sea, Sylt.
"It's a big potential market for us, especially with our fragrance," Posen said of his first collection to be shown in Germany. "It's important to be building a larger presence in Europe."
After Berlin, Posen will head to New York Fashion Week to show his designs when it kicks off on February 2.
Trend Hunter will be covering the highlights of fashion week in New York, so if you want to see the best of the best, be sure to come back!
Airport Tarmac Turned Catwalk
Berlin Fashion Week 2008
Trend Themes
1. Transformed Runways - Opportunity to explore creative and immersive fashion show experiences by using unconventional venues like airport runways.
2. Resort-inspired Collections - Chance to tap into the market demand for resort wear and create collections inspired by unique vacation destinations.
3. Building European Presence - Opportunity for designers to expand their presence and market in Europe by showcasing their collections in fashion weeks across the continent.
Industry Implications
1. Fashion - Innovative fashion brands can disrupt the industry by reimagining runway shows and incorporating unconventional elements like airport runways.
2. Event Management - Event management companies can seize the opportunity to create unique and unforgettable fashion show experiences in unconventional venues.
3. Fragrance - Fragrance brands can collaborate with fashion designers to market their products alongside resort-inspired collections, targeting the potential market in Europe.