The broadcast station "Deutsche Welle TV" covers Michael Court, winner of FASH 2010, who designed costumes for a festival in Hamburg.


Theme FASH 2011
Attention please!?



"Look - at - me!" Celebrities flaunt their bling-bling to gain attention at any price. At the same time, “Selling Over Stars” by the Yellow Press generates a quota-oriented style dictatorship. It is obvious: glamour is booming. In the old days, if you wanted to be taken seriously, acting reserved and respectable was the ticket. Today, the “Economy of Attention” has taken over the media-based image of fashion. Charisma sells. Everything screams: Buy Me! Yet some questions remain: What is beautiful? When do people really look good? What defines today’s fashion? Is the focus on profit, attention, or beauty? Are there any dreams and visions left? What drives us? Why do so many consider glamour beautiful? Is less still more? Are elegant simplicity and quiet splendor still significant? How can fashion embody cultural relevance, a beauty which challenges the mind? Why can beauty be a comfort?  
Under the motto “Attention please!?” the European Fashion Award - FASH 2011 is looking for answers to these questions.
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February, 2010
The Prizewinners FASH 2010



Michael Court, „The Strength of Silence“, Birgit Brockbals, „internal 
= external“, André Amorim, "Hello, Grandma!" Marieke-Sophie Schmidt, 
„Mimikry“ (from left). Photo: Fritz Beck

Where does privacy begin, where does it end? We camouflage ourselves 
in public to keep up appearances. Less and less people dare to openly 
express what they think or feel. This year’s competition for the 
European Fashion Award – FASH 2010 was entitled “Privacy” and searched 
for designs dealing with this area of tension. The award presentation 
was held on February 7th, 2010, during the international trade fair 
for sports equipment and sports fashion, ispo, in Munich.

1st Prize: Michael Court, „The Strength of Silence“, Hochschule für 
Künste Bremen (University of the Arts Bremen)

2nd Prize: Birgit Brockbals, „internal = external“, Akademie Mode & 
Design (Academy for Fashion & Design), Hamburg

3rd Prize: André Amorim, "Hello, Grandma!",  Escola Superior de Artes 
Aplicadas de Castelo Branco, Portugal

3rd Prize: Marieke-Sophie Schmidt, „Mimikry“, Hochschule für Künste 
Bremen (University of the Arts Bremen)

Special Mention: Selena Regenfelder, „Born to Blaze“, Kunstuniversität 
Linz / Schloß Hetzendorf – University for Art and Industrial Design 
Linz / Fashion Institute Vienna, Austria

Distinguished Works and Jury Reasons

Press Release

Catalog (PDF)

Prof. h.c. Dr.-Ing. h.c. Klaus Steilmann, the founder of the Stiftung der Deutschen Bekleidungsindustrie, passed away on November 14th, 2009. He was 80 years old. In 1978 Klaus Steilmann brought the Stiftung der Deutschen Bekleidungsindustrie to life with the intention of promotion of training of neediness and talented students in the fashion industry. This gave numerous young talents a chance to make it in the industry. In addition to his regular business activities Klaus Steilmann’s efforts have left an indelible mark on the continuing development of the fashion industry. We will continue his work in his memory. Our condolences go out to his family. We will always remember Klaus Steilmann with respect and honor.

Board and Advisory Board SDBI
Anja Ulrich
Tobias Gröber
Joachim Schirrmacher

63 students from nine countries participated in the European Fashion Award FASH 2010 with the topic "privacy". The jury selected the winners on 8 and 9 October in Munich (from left): Johan Buskqvist (Head of Design Adidas Originals), Joachim Schirrmacher (Office of Strategic Communications), Ivonne Fehn (Sueddeutsche Zeitung Magazin Fashion Director) and Marcel Herrig (Unicut Design Office). It was a tough choice, because once again the quality of the submitted projects has increased. Winners of the European Fashion Award FASH 2010are:

Andre Filipe Amorim Ferreira, Escola Superior das Artes Aplicadas do IPCB (Portugal)
Birgit Brockbals, AMD Hamburg
Michael Court, University of the Arts Bremen
Selena Regenfelder Art University of Linz / Hetzendorf (Austria)
Marieke-Sophie Schmidt, Hochschule für Künste Bremen

The announcement of the prices and the award ceremony will take place on 7 February 2010 at the international sporting goods trade fair ispo 2010 in Munich.