FASH 2011 Attention please!? / 6. February 2011

Stephanie Höcker


1st Prize Students
European Fashion Award FASH 2011

Surreale Momente

Here, the power of the subconscious, dreams, and imagination are the source of the great search for inimitability and individuality. The womenswear collection “Surreale Momente” (“Formed Again”) taps into the space between dream and reality to transcend from the two-dimensional into the third dimension from cut to finished garment. The work is based on a special form of picture puzzle, called anamorphosis. When viewed in a cylindrical mirror the broad, contorted, and elongated proportions of the finished fashions appear as regular sheath dress, coat, or sweatshirt.


Jury Statement Stephanie Höcker plays with expectations and questions personal willingness to fulfil them. Do I really need to cater to my environment? What is the public image, what is the self-image? Which one is actually genuine? The jury appreciated the inclusion of the unexpected, uncontrollable, trust in one’s own intuition and personality. Her courageous and clear concept as well as its clean and extremely consistent transformation into a harmonious collection was impressive. The craftsmanship is excellent as well – from the innovative concept to the development of new patterns, to details such as buttons. A project, which allows many associations without being arbitrary. Exciting and inspiring! And finally, her collection can be seen as a commentary on today’s fashion, turning on its own axis so quickly it causes a distorted image.
Jury Member Joachim Schirrmacher, Creative Consultant, Berlin

Education 4th Semester
Fachhochschule Bielefeld (University of Applied Sciences)
Prof. Kai Dünhölter

Contact steffi.hoecker@googlemail.com

FASH 2011 Attention please!? / 6. February 2011

Ioana Ciolacu Miron


2nd Prize Students
European Fashion Award FASH 2011

Muna

Reflecting on something is a great way to go within oneself, and at the same time, to better under-stand the exterior world, the world of fashion. This basic idea of the womenswear collection “Muna” is reflected by the egg (Finnish: Muna). It is a symbol for beauty from the inside, and the ideal for the silhouette. Each garment was made from one piece of fabric with almost no cuts. The material was folded according to the principle of Origami and with the help of a Möbius strip turned instead of cut. Since double-faced fabric was used, the yellow side peeks out in a few sections. Even though the dress is short and backless, it offers a feeling of sanctuary. Large pockets are integrated into the pleats, large enough to completely hide the arms. The dress makes you feel good and consequently you also look good.


Jury Statement Ioana Ciolacu Miron wants to point your attention inward. Her very interesting concept accomplishes this very aptly. The exacting and focused collection has substance, was implemented in a consistent manner, and looks excellent on a live person, which is a deciding factor. Qualities, which are rarely observed among students.
Jury Member Torsten Hochstetter, Creative Director O’Neill, Amsterdam

Education 5th Semester
Universitatea Nationala de Arte Bucuresti
Prof. Katja Perrey

Contact ioana.ciolacu@yahoo.com
http://www.behance.net/ioanaciolacu

FASH 2011 Attention please!? / 6. February 2011

Nina Kanitz


2nd Prize Students
European Fashion Award FASH 2011

Einsamkeit

The “Einsamkeit” (Solitude) Collection is based on the retreat of a young woman. Instead of fighting for attention and recognition, she attempts to find herself. The source of inspiration was singer Laura López Castro, known for her “beautiful melancholy”. Her music, the feeling of searching and finding, yearning and questioning, were transformed into a four-part collection with 20 looks: from the initial insecurity and imbalance, the search for solutions and answers, clarification and structure, to selfdetermination and contentment. The end is represented by body-defining silhouettes with swinging fashions made of delicate, slightly transparent silk fabrics with elaborate drapings in soft, smoky shades of colour.


Jury Statement
Instead of losing herself in generalities, Nina Kanitz selects and examines a real person, and develops her concept from this basis – internal emigration in opposite position to the topic “Attention please?!” Her great talent is evidenced by her ability to create a suggestive impression as the basis for her collection: the sketches, colours, photography, and text of her documentation are very strong and beautiful.
Jury Member Marion Feldmann, Divison Head Womens Fashion, Otto, Hamburg

Education 8th Semester
Hochschule für Technik und Wirtschaft Berlin (University of Applied Sciences)
Prof. Johanna Michel

Contact nina.kanitz@gmx.net

FASH 2011 Attention please!? / 6. February 2011

Marcella Sewella


3rd Prize Students
European Fashion Award FASH 2011

Team Natalia Politowa
Marcella Sewella

Ideal + Real

The real and virtual worlds are merging; where can I, where should I position myself? The importance of self-expression in social networks is increasing at a rapid pace; similar to a fashion label, individuals create an image to increase and improve one’s impact on others – freedom and pressure at the same time. According to the analysis, today’s men between the age of 20 and 35 are very conscious of their dress, yet do not necessarily want to be out of the ordinary. This combi-nation of adaptation and boundaries, ideal and individuality is the goal of the 15-piece men’s collection “Ideal and Real”. By reinterpreting and transmuting the details of classic shapes like the suit, coat, or tailcoat, this collection offers symbolic security and stability, providing new transitions at the same time.


Jury Statement Natalia Politowa and Marcella Sewella brave a very current topic: determining the idea of today’s man. They are very successful in tying societal references into the special character of the world of fashion. They are able to derive a tangible thesis for a fashion collection from their theoretical, coherently constructed framework. This thesis is transformed into a high-quality, meticulous collection with many new details. Natalia Politowa and Marcella Sewella provide important inspiration for men’s fashion. 

Jury Member Ivonne Fehn, Fashion Director Süddeutsche Zeitung Magazin, Munich

Education 7th Semester
Fachhochschule Hannover (University of Applied Sciences and Arts)
Prof. Carsten Behm

Contact marcella@sewella.de

FASH 2011 Attention please!? / 6. February 2011

Natalia Politowa


3rd Prize Students
European Fashion Award FASH 2011

Team Natalia Politowa
Marcella Sewella

Ideal + Real

The real and virtual worlds are merging; where can I, where should I position myself? The importance of self-expression in social networks is increasing at a rapid pace; similar to a fashion label, individuals create an image to increase and improve one’s impact on others – freedom and pressure at the same time. According to the analysis, today’s men between the age of 20 and 35 are very conscious of their dress, yet do not necessarily want to be out of the ordinary. This combi-nation of adaptation and boundaries, ideal and individuality is the goal of the 15-piece men’s collection “Ideal and Real”. By reinterpreting and transmuting the details of classic shapes like the suit, coat, or tailcoat, this collection offers symbolic security and stability, providing new transitions at the same time.


Jury Statement Natalia Politowa and Marcella Sewella brave a very current topic: determining the idea of today’s man. They are very successful in tying societal references into the special character of the world of fashion. They are able to derive a tangible thesis for a fashion collection from their theoretical, coherently constructed framework. This thesis is transformed into a high-quality, meticulous collection with many new details. Natalia Politowa and Marcella Sewella provide important inspiration for men’s fashion. 

Jury Member Ivonne Fehn, Fashion Director Süddeutsche Zeitung Magazin, Munich

Education 7th Semester
Fachhochschule Hannover (University of Applied Sciences and Arts)
Prof. Carsten Behm

Contact nataliepolitowa@yahoo.de

FASH 2011 Attention please!? / 6. February 2011

Annika Tutsch


1st Prize Graduates
European Fashion Award FASH 2011

Geschmacksverstärker

How does perception work? What attracts our attention? Digitalization decreases first-hand experience. The media’s reality construct slides itself between people and reality or virtuality. This phenomenon as well as today’s media oversaturation is challenged in the highly rated collection “Geschmacksverstärker” (Taste Enhancer): extremely overdrawn features are countered with fine, subtle insinuations. Inspired by the artist Erwin Wurm the project applies strategies such as irritation, distortion, exaggeration, or mistakes. A skirt is too high and too stiff, knit material is like an armour, soft jersey features hard edges. The result is a shift in the overall appearance. Perception is a question of attention.


Jury Statement Annika Tutsch reinterprets the term “Geschmacksverstärker” (Taste Enhancer) in a completely unique context and creates a different approach to the topic of the competition, “Attention please?!” Clear arguments, good sketches, and a focused collection solve the challenge. The observer is also challenged to look at the details, be aware of different elements, learn to touch and feel, and all that in a pleasantly easy manner. The easy-to-comprehend project impresses with its presentation, colour and material selection, craftsmanship, and passion for details; everything works. I specifically appreciated the almost self-evident area of conflict between the “taste enhancers” and the minimalist yet sensual overall look.
Jury Member Dorothee Schumacher, Owner and Designer of Schumacher, Mannheim

Education Bachelor, Hochschule für Gestaltung Pforzheim (Pforzheim University)
Prof. Sibylle Klose

Contact annika.tutsch@gmail.com

FASH 2011 Attention please!? / 6. February 2011

Alexandra Fenkner


2nd Prize Graduates
European Fashion Award FASH 2011

Edelweiss

Thanks to pop culture bling bling, “fast fashion” and its mass production, we begin to once again question the sustainability and value of our apparel. Traditional costumes are a haven against economic and social changes; not just today, but even back around 1900 when traditional costumes began to decline thanks to increasing industrialization. The womenswear collection “Edelweiss” interprets traditional dress elements with the goal to create a harmonious balance between the past and modern times. It is based on traditional Swabian farmers’ dress ca. 1900. Elements used include overlaps, layers, and deconstruction. The silhouette is traditional, the patterns, however, clean and linear. The design integrates traditional details such as plastrons, aprons, and petticoats.


Jury Statement Alexandra Fenkner found a good balance between tradition and modern in her consistent and attractive collection “Edelweiss”. Her traditional costume concept is not intrusive, yet generates a familiar feeling of comfort.
Tobias Gröber, Chairman of Stiftung der Deutschen Bekleidungsindustrie, Munich

Education Bachelor
Mediadesign Hochschule Berlin (University of Applied Sciences)
Prof. Claudine Brignot

Contact aif@aif-design.com
www.aif-design.com

FASH 2011 Attention please!? / 6. February 2011

Marcel Lunkwitz


3rd Prize Graduates
European Fashion Award FASH 2011

Team Marcel Lunkwitz
Julia Müller

Jeder Tag ist ein kleines Leben

„Jeder Tag ist ein kleines Leben.“ (Every day is a little life.) This witticism by Arthur Schopenhauer is the foundation of the menswear collection with the same name. The expression reflects today’s identity inflation due to the variety of genders, roles, groups, etc., as well as the mingling of reality and virtuality. It speaks of the danger to lose oneself and the chance to find
oneself. The 27 looks focus on enduring values as a contrast to mass products and convey a feeling of safety, stability, and confidence. Influences derived from society are expressed in a furious variety of cuts, colours, materials, shapes, traditional craftsmanship, and innovative technology. The result is a new, completely unique attitude towards life.


Jury Statement The collection by Marcel Lunkwitz and Julia Müller impresses by offering a completely individual and fresh voice in the world of fashion. Instead of reflecting German purism the collection bursts with colours, shapes and materials. What seems to look a bit exaggerated on the hanger, looks perfect on an actual person, also thanks to great styling. A fashion style which will likely find a market in Japan. At the same time, the designers uncover interesting answers for a modern image of men. An attractive and strong collection with good external image, yet also a more sensitive side. Jury Member Marcel Herrig, Unicut Design Office, Shenzen/China

Education Diplom/Bachelor
Burg Giebichenstein – Hochschule für Kunst und Design Halle (University of Art and Design)
Prof. Thomas Greis, Prof. Joachim Schielicke

Contact info@cloudsacrossheadlines.com
www.cloudsacrossheadlines.com

FASH 2011 Attention please!? / 6. February 2011

Julia Müller


3rd Prize Graduates
European Fashion Award FASH 2011

Team Marcel Lunkwitz
Julia Müller

Jeder Tag ist ein kleines Leben

„Jeder Tag ist ein kleines Leben.“ (Every day is a little life.) This witticism by Arthur Schopenhauer is the foundation of the menswear collection with the same name. The expression reflects today’s identity inflation due to the variety of genders, roles, groups, etc., as well as the mingling of reality and virtuality. It speaks of the danger to lose oneself and the chance to find
oneself. The 27 looks focus on enduring values as a contrast to mass products and convey a feeling of safety, stability, and confidence. Influences derived from society are expressed in a furious variety of cuts, colours, materials, shapes, traditional craftsmanship, and innovative technology. The result is a new, completely unique attitude towards life.


Jury Statement The collection by Marcel Lunkwitz and Julia Müller impresses by offering a completely individual and fresh voice in the world of fashion. Instead of reflecting German purism the collection bursts with colours, shapes and materials. What seems to look a bit exaggerated on the hanger, looks perfect on an actual person, also thanks to great styling. A fashion style which will likely find a market in Japan. At the same time, the designers uncover interesting answers for a modern image of men. An attractive and strong collection with good external image, yet also a more sensitive side. Jury Member Marcel Herrig, Unicut Design Office, Shenzen/China

Education Diplom/Bachelor
Burg Giebichenstein – Hochschule für Kunst und Design Halle (University of Art and Design)
Prof. Thomas Greis, Prof. Joachim Schielicke

Contact info@cloudsacrossheadlines.com
www.cloudsacrossheadlines.com