minimum Showcased Its SS19 Range at Fischer & Thiele Wäscherei

 - Jul 16, 2018
References: minimumfashion & highsnobiety
Danish fashion label 'minimum' showcased its latest Spring/Summer 2019 seasonal range with a debut at Fischer & Thiele Wäscherei in Berlin. Rather than the usual fashion debut at event spaces, shows or stores -- the unconventional show took place at the century-old dry cleaners location in the Kreuzberg neighborhood. The space transformed from a typical dry cleaner location to a showroom for Berlin Fashion Week whilst still maintaining the retro inspiration. The fashion items were still wrapped in plastic, hung on rails, with industrial washers and dryers present.

To continue the retro cinematic theme, Fashion Week attendees were able to exchange their invite—designed to look like a dry cleaning receipt—for a freshly pressed shirt or hoodie adorned with the collection's slogan that reads "take, take, take." Additionally, the slogan is a statement that drives customers to "take action, take care, and take off."