(Deutsch) FASH 2013 / 2. April 2012


Are men the new fashion victims? Are men afraid of beauty? How important is erotic capital to their style and their identity? Are fathers the new mothers? Does the classic guy have a future? In other words: what makes a man? And what does he look like?

The European Fashion Award FASH 2013 features this year’s theme “SEXes” and is looking for new images for men – which in turn reveal new images for women too.

Today there are many opportunities to be a woman, and much progress for men to live as homosexuals. Even heterosexual men must now decide on a role; whether to be macho, a wimp, a maternal figure or something entirely different. He often feels cornered; overwhelmed by contradicting demands. At the same time, the media talks about the new “femi man”, shows men as women on magazine covers, and men like Kanye West wear women’s fashions. Is this only an issue for Western societies? Or is it merely a topic for the media debate amongst themselves?

The current trends on catwalks and on the streets show that the structure of conventional masculinity is clearly changing and it is a change affecting men and women alike. At the same time, this dynamism can be seen as uncertainty for others who yearn for more stable roles for men and women.

The European Fashion Award FASH 2013, featuring the theme “SEXes”, is searching for the new role model for men – and women. What are the new options for our myriad identities? What perspective should we strive for? How can fashion combine aesthetic and erotic demands? What is an acceptable differentiation between male and female? Or is there one? What does desirable fashion look like for middleaged men and women, whose body is not always considered perfect according to the media?


(Deutsch) FASH 2013 / 2. April 2012


A jury consisting of international design, industry, and media experts will select the award winners according to set criteria. The decision of the jury is final and cannot be contested in a court of law.

Members of the FASH 2013 jury include:

Margareta van den Bosch, Creative Adviser, H & M Hennes & Mauritz, Stockholm

Marcel Herrig, Unicut Design Limited, Shenzhen, China

Dr. Adelheid Rasche, Director of Sammlung Modebild – Lipperheidesche Kostümbibliothek, Kunstbibliothek

Staatliche Museen zu Berlin (Lipperheide Costume Library, National Museums in Berlin)

Joachim Schirrmacher, Creative Consultant, Berlin

Michael Sontag, Designer, Berlin

Robb Young, Fashion Journalist and Consultant, London

Margareta van den Bosch is as Creative Advisor responsible for the H&M Guest Collections with Karl Lagerfeld, Stella McCartney, Viktor & Rolf, Madonna, Roberto Cavalli, Comme des Garçon, Versace or Marni. After her degree at Beckman’s School of Design, she worked for the Swedish women’s wear companies, Bari and Milano, followed by jobs in Italy. She teaches at Beckman’s School of Design. From 1987 to 2008 she was as Head of Design co-responsbiel for the rise of the swedish Fashion Giant. www.hm.com

Marcel Herrig works as a freelance designer, product developer and project manager in the active sports and fashion sector since 1988. In 2004 he moved his studio to Shenzhen/China. His company Unicut Design is responsible for the overall process from design to finished products for small and medium-sized busniesses. Brands like Adidas, Armani Exchange, Gonso, Marc O’Polo, Reebok, Speedo, Trespass or 4You are part of his customers portfolio. In 2012, he launches his own brand mh8 in the Chinese market. www.unicut-design.de

Adelheid Rasche is fashion and art historian. Since 1990 she has been chief curator of the “Sammlung Modebild – Lipperheidesche Kostümbibliothek” (Fashion Image Collection, Lipperheide Costume Library) at the National Museums in Berlin, the the world’s largest special library and graphic collection on the cultural history of clothing and fashion. Adelheid Rasche has curated numerous exhibitions and is the author of books and essays in the field. She is member of various juries and a freelance brand heritage consultant for fashion. www.smb.spk-berlin.de  www.adelheid-rasche.de

Joachim Schirrmacher is a Creative Consultant in Berlin. He offer his 25 years of expertise in fashion and design for governments, corporate and academic clients. He wrote for renowned Media like Neue Zürcher Zeitung. Since 2004 he is Project Director of the European Fashion Award FASH by SDBI.DE. www.schirrmacher.org

Michael Sontag finished his fashion studies in 2009 with a degree as “Meisterschüler” at Weißensee Kunsthochschule Berlin. Since then, he presents his collections at Fashion Week Berlin. He won valuable prizes and is considered as an iconic fashion designer. His works have been presented in Rome, Jakarta, Shanghai, Singapore and Paris. Michael Sontag was invited for the “Salon Vogue” in Milan by Franca Sozzani and Anna Wintour as well as in Berlin by Christiane Arp. Michael Sontag lives and works in Berlin. www.michaelsontag.com

Robb Young is a contributing fashion and luxury business journalist for the International Herald Tribune, the Financial Times,VOGUE.co.uk and other publications.  He has also edited several fashion publications, written the critically-acclaimed book ‘Power Dressing’, participated in global conferences and currently acts as a strategic consultant for a variety of clients across the fashion and luxury goods sectors. Activities in Robb’s consulting remit range from brand development to marketing, publicity, R&D and strategic partnerships. Based in London, he has previously worked in all the major international fashion capitals and several emerging markets. www.robbyoung.co.uk