FASH 2010 Privacy
European Fashion Award FASH 2010
People feel they have to keep up appearances and save face in public. Therefore we accept conformity and follow conventions. Dress codes – whether in a respectable suit, chic evening gown, or casual jeans – further cultivate conformance. Yet, dress codes can also act as armour for privacy. The womenswear collection “Mimikry” features an internal as well as an external side. The business dress offers protection and security. Materials are strong, firm, and rigid. Black represents power, respectability, and anonymity. Integrated armour elements each contain another, private piece of fashion. It can be unfolded at any time. The roomy, soft garments make the wearer feel free, individual, and unconstrained. Blue represents longing and freedom, pink embodies our flashy and excessive side. The truly private part of us is in our heads not worn on our bodies.
|Jury Statement||Marieke-Sophie Schmidt takes on a cliché that seems to be the golden thread uniting all concepts submitted to the European Fashion Award FASH 2010 with the theme “Privacy”: the strong segregation between the private and public sphere, increasingly considered threatening. Marieke-Sophie Schmidt created a design with impressive stringency. Details, such as a belt acting as armour, and containing private garments at the same time, are remarkable. This armour is reminiscent of protective wear for motorcyclists and designs by Vivienne Westwood at the same time. Marieke-Sophie Schmidt’s young aesthetic fashion is relevant, modern, natural, and has a sense of humour.Jury member Johan Buskqvist, Head of Design Adidas Originals, Herzogenaurach|
Hochschule für Künste Bremen (University of the Arts Bremen)
Prof. Kai Lehmann