Delivering for Designers Old and New
The main stage for the week, a tent set up in the shadows of the Brandenburg Gate especially for the twice-yearly event, seemed to sparkle in the winter wonderland as it kept a rotating cast of over 600 people warm while they took in the designer shows.
Heating up: A Degree Fahrenheit
Among the designers showcasing their Autumn/Winter 2013 collections that week was newcomer Yu Amatsu, the Japanese wunderkind behind the label A Degree Fahrenheit. The recipient of a DHL Export Scholarship during the Mercedes-Benz Fashion Week show in Tokyo in 2012, Amatsu was also granted the chance to show off his skills in Berlin – a real breakthrough for an emerging designer.
Already popular in his homeland, Amatsu presented DHL with a precise business plan for bringing his unique, clean-cut creations to the world abroad. And after winning the export scholarship that included a shipping credit, Amatsu got training from DHL in the ins and outs of customs regulations to aid his small business in its expansion overseas.
It was exactly what Amatsu needed – and came at just the right time. Right after receiving the scholarship, the designer was selected for his first overseas showing in Berlin, the first step in getting his clothing out onto the European market.
“I like it very much that it's a global logistics company that's supporting me,” Amatsu told DHL from backstage in Berlin. “It's really symbolic of my work. I create clothes based on my ideas and I want to show these ideas to the world. And I'm not talking about only abstract ideas, but concrete clothing that you can touch.”
DHL, Amatsu noted, is central to that process of getting the wares out onto the catwalk and into buyers' hands.
An elite invite to Michalsky StyleNite
But it's not only up-and-coming designers who benefited from such support during Fashion Week. The well-established Berlin-based designer Michalsky, whose legendary show is the culminating highlight of the five-day affair, gets support from Official Logistics Partner DHL as well.
Though tickets to the elite event are limited, this year the show was broadcast online, including a livestream at www.dhl.com. With over 200,000 viewers, the designs were transported virtually around the globe, ensuring high fashion could reach fans around the world.
Mercedes-Benz Fashion Week: Berlin is just one of 26 events for which DHL acts as Official Logistics Partner. And as the kick-off event on the 2013 fashion calendar, it shows that this support for designers, both old and new, is just the tip of the iceberg. For more photos and a behind the scenes look at these events, “like” us on Facebook here.