FASH 2016 / 18. September 2016

Get Real

Social media has become the most important driving force for fashion. Despite all the positives of progress, digitization also raises new questions: How do we deal with an excess of information and exposure, pressure for standardization as far as self-censorship, exhibitionism and voyeurism, excessive positivity, showing off and provocation? What sort of impact do all these astonishingly similar images have on us? All this raises the fundamental questions of identity and therefore fashion once again. Who am I? Who do I want to be? Who should I be?

With the theme “Get Real”, the European Fashion Award FASH 2017 is looking for an unusual aesthetic. Fashion that is emotional, touching, mysterious and surprising. There is a demand to break free from the constraints of our time. A yearning for quiet, romanticism, poetry and colorful birds. A yearning for true joy rather than pure fun. Personal rather than perfect, fashion instead of bestsellers.

FASH 2016 / 18. September 2016


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 Jury FASH 2017:

Claudia Braun, Senior Manager Color & Trim, Mercedes-Benz. After completing her diploma in Textile Design at the “Staatlichen Akademie der Bildenden Künste Stuttgart“ (Stuttgart State Academy for Fine Arts), Claudia Braun began her career at Smart in the Color and Trim department. After eight years working for Porsche, in 2015 she started at Mercedes-Benz in the Color & Trim department and is currently responsible for the color and material design for the Mercedes-Benz (Car and Truck), Mercedes-Maybach, and Smart brands. www.mercedes-benz.com

Otto Drögsler, Creative Director Odeeh. Drögsler studied fashion design at the Hochschule für Angewandte Kunst (University of the Applied Arts) Vienna under masters Karl Lagerfeld and Jil Sander. In 1981, as one of three star pupils, he was awarded the Rencontre du Jeune Talent in St. Gallen. In 1982 he won first prize in Modeteam Wien and was awarded a scholarship in Paris. After having worked for Chloé, Rena Lange, and Escada he was as Design Director, together with Jörg Ehrlich, responsible for both the men’s and women’s collections by René Lezard from 1997 to 2008. In 2009 they launched their label called Odeeh. Otto Drögsler is responsible for the design, whereas Jörg Ehrlich handled the craftsmanship, the collection concept, the marketing, as well as the management of the company. www.odeeh.de

Joachim Schirrmacher brings worlds together as Creative Consultant: economy & design, Research and practice, visual experience and verbal impressions. 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 Director of the European Fashion Award FASH by SDBI.DE. www.schirrmacher.org

Thomas Steinbrück, Creative Director Reebok, Boston. After completing his studies at Studio Berçot and his Masters at the École de la Chambre Syndicale de la Couture Parisienne, he worked as an Assistant designer for Gianfranco Ferré, Christian Dior. In 2000 he was awarded the Moët & Chandon Designer Debut Award and his label began to be sold in over 50 shops worldwide including Bergdorf Goodman, and Saks 5th Avenue. He then went on to teach at the Parsons School of Design in New York. In the USA and Germany, he has worked as Creative Director for Kenneth Cole New York, Elie Saab, Porsche Design, and Liebeskind. www.reebok.com

Franco P Tettamanti earned a degree in medicine at the University of Switzerland and worked as an orthopaedic surgery assistant in his native Switzerland, before becoming an award winning photographer. He has studied cinematography and photography in New York, Paris and Zurich. He lives now in Paris where he is a well established photographer in the Parisian Haute Couture Fashion industry and working for clients such as Dior, Louis Vuitton, Akris, Vivienne Westwood, Universal Music, Madame Figaro and Prestige Magazine Hong Kong. Tettamanti published his atmospheric pictures in the book “Showtime”.  www.francotettamanti.com

Moderation: Helge Aszmoneit, Rat für Formgebung (German Design Council)