“Look – at – me!” Celebrities seek attention at almost any price by flaunting their blingbling. At the same time the Yellow Press’ “Selling over Stars” engendered a quota-oriented style dictatorship. It is very clear: glamour is in fashion.
In the old days anyone who wanted to be taken seriously acted reserved and respectable. These days the “Economy of Attention” increasingly dominates the fashion image. Charisma turned into commerce. Everything screams: buy me! The questions remain: What is beautiful? What makes people look god? What is the impact of fashion today? Is it about identity or status? Is it about sales, attention, or beauty? Are there any dreams and visions left? Does elegant simplicity or quiet grandeur have any significance? Can beauty provide comfort? The European Fashion Award – FASH 2011 is looking for answers to these questions under the title “Attention Please!?”.

The European Fashion Award FASH by the Stiftung der Deutschen Bekleidungsindustrie (SDBI) has been held annually since 2005. Thanks to its tradition, fairness and strictly professional direction, challenging briefing, international jury and elaborate evaluation process of the submitted fashion designs, documentation, and last but not least due to the career success of former award winners, this competition has become one of the world’s most respected awards for fashion design students. Fashion entrepreneur Klaus Steilmann started the SDBI foundation in 1978. The goal is targeted endorsement of promising new designers. In 2008 the foundation’s charitable work was honoured with an award as part of the German government and commerce initiative “Deutschland – Land der Ideen”/“Germany – Land of Ideas”.