FASH 2011 Attention please!?
|3rd Prize Students
European Fashion Award FASH 2011
|Ideal + Real||
The real and virtual worlds are merging; where can I, where should I position myself? The importance of self-expression in social networks is increasing at a rapid pace; similar to a fashion label, individuals create an image to increase and improve one’s impact on others – freedom and pressure at the same time. According to the analysis, today’s men between the age of 20 and 35 are very conscious of their dress, yet do not necessarily want to be out of the ordinary. This combi-nation of adaptation and boundaries, ideal and individuality is the goal of the 15-piece men’s collection “Ideal and Real”. By reinterpreting and transmuting the details of classic shapes like the suit, coat, or tailcoat, this collection offers symbolic security and stability, providing new transitions at the same time.
|Jury Statement||Natalia Politowa and Marcella Sewella brave a very current topic: determining the idea of today’s man. They are very successful in tying societal references into the special character of the world of fashion. They are able to derive a tangible thesis for a fashion collection from their theoretical, coherently constructed framework. This thesis is transformed into a high-quality, meticulous collection with many new details. Natalia Politowa and Marcella Sewella provide important inspiration for men’s fashion.
Jury Member Ivonne Fehn, Fashion Director Süddeutsche Zeitung Magazin, Munich
Fachhochschule Hannover (University of Applied Sciences and Arts)
Prof. Carsten Behm