FASH 2016 / 27. June 2016
Welcoming remarks from Brigitte Zypries, Parliamentary State Secretary for the Federal Minister for Economic Affairs and Energy
The European Fashion Award FASH is one of the most important international awards for upcoming talent. It is exceptional, because rather than being a marketing tool for companies, products or locations, it focuses on giving support to students.
Germany is one of the largest fashion markets in the world. Around half of all European fashion students are trained here. German designers are working in leadership positions in almost all international fashion companies. This shows that
fashion is also a “hidden champion” of the German economy. Contrary to its popular image, Germany not only excels in the field of technology, but also in fashion.
The fashion industry is particularly well suited to complementing Germany’s traditional image of being a technological country, by adding an aesthetic dimension. It is a highly dynamic area of our culture. Its international language works without words, just like music. Fashion is helping Germany to present itself as a country that is cosmopolitan; a country that stands for innovation and creativity. Increasing this awareness is one of the core objectives of the European Fashion Award FASH. Change within fashion is fundamental in achieving this:
Digitization changes almost everything, from sales, through presentation, to design.
Due to new production processes and materials, fashion is undertaking great changes once again. The winners of the European Fashion Award FASH 2016 are shaping this change. The creative and technical abilities of the award winners are impressive, and the creative output is fascinating. I would therefore like to acknowledge and congratulate the winners of the European Fashion Award FASH 2016. Their creativity is in high demand within companies. It is becoming more and more important for the industry to exploit this potential for innovation.
The cultural and creative industries, of which fashion is also part, make up one of the most important economic sectors in our country, that employs even more people than the energy sector. As a country with few raw materials, Germany might not survive in the face of global competition without our creative minds.
In order for this potential to become reality, links between young designers and the fashion industry must be fostered. For decades, the SDBI – Stiftung der Deutschen Bekleidungsindustrie (German Fashion Industry Foundation) has thankfully played a leading role in this. In addition to the prize money and extensive communication, they also give their prize winners a lot of support as they venture into the world of work. Experienced designers, who can still clearly remember the start of their careers, act as mentors and give the prize winners practical advice on finding and maintaining contacts or on building a career. Major partners, such as the German Academic Exchange Service (DAAD), support this work. The majority of this remarkable work is carried out pro bono by people working in the creative industries. I would like to express my thanks to you for this.
I congratulate the prize winners on their award and the SDBI – Stiftung der Deutschen Bekleidungsindustrie (German Fashion Industry Foundation) on the ongoing success of the European Fashion Award FASH.
Their exemplary work should serve as an example, and deserves continued support.