It is 9.15 am and guests in the tent at Brandenburg Gate are already queuing for the first show of Mercedes-Benz Fashion Week Berlin, opened by designer Hien Le. Over the next four days, more than forty designers will present their upcoming autumn/winter collections, shaking up the city with a whirlwind of events, parties and pop-up stores. So, just your average Berlin experience? Well, not quite. Twice a year, fashion and designers dominate the talk of town: those in the know discuss the just-seen collections over dinner with friends and colleagues, while bloggers are on the hunt for the best street styles and social media keep us up-to-date on who was spotted at which event – reinforcing that age-old dilemma of where to go and what to miss. Since everyone has their own, individual Fashion Week view and schedule, we asked three bloggers to take us along on their breathless adventures and publish their exclusive and personal #MBFWB insights on the Mercedes-Benz Instagram channel.
Mercedes-Benz Fashion Week Berlin autumn/winter 2014.
Checking out Berlin - Aida Domenech.
Our first fashion-forward protagonist, Barcelona blogger and recent winner of the STYLIGHT Fashion Blogger Awards for Best Style Fashion Blog, Aida Domenech of www.dulceida.com , attends her first Mercedes-Benz Fashion Week Berlin and immediately falls in love with the local talent. “I really like the collections on show – while the detailing is extravagant, the designs are also incredibly wearable and thus close to the customers.” This recipe for success also works for Aida’s blog where the busy chronicler of all things fashion enjoys a lively exchange with her readers and posts outfits her audience can identify with. As a guest contributor on Instagram, Aida provides an outside perspective of Berlin and its sights.
This is Jane Wayne.
Sarah and Nike of This Is Jane Wayne who take up the reins on the second day of Fashion Week, are firm favourites of the fashion blogosphere and avowed fans of their adopted city. “We thank Berlin each and every day – for expanding our horizons, for lovely people, for the chance to be how we want to be and for giving us the option to do anything, anytime, even if we decide not to do it.” The two have known each other since fifth grade, studied journalism and launched their blogzine in 2010.
Asked about Mercedes-Benz Fashion Week Berlin they highlight the close and friendly atmosphere. “One of the reasons for attending these shows is that we feel excited for the designers. A few minutes ago, for example, at the MALAIKARAISS presentation, we actually got goosebumps because it all went so well.” Driving across Berlin they, too, enjoy the tourist view – and the reactions of passersby who spot them during their photo shoots. “I guess the shoot in front of the Bundestag was probably the funniest one. There we are, in this unbelievably sleek car, making fools of ourselves – but people cheer us on because they think those girls must be doing something incredibly cool.”
The Berlin look - Fabian Hart.
Five months ago, Fabian Hart decided to ditch writing for magazines like GQ and L’Officiel Hommes and to become a full-time blogger, or “IJ”, internet jockey, as he puts it. “In a way, you are everything rolled into one: author, photographer, concept designer, social media manager, model and even your own PR consultant.” Based in Hamburg and publisher of “comments on fashion and other media of expression” on www.fabianhart.com , the discerning style specialist describes the Berlin look as the “person who stands around in a club and doesn’t immediately catch your eye, but everything he wears is well thought-out without being too overt or clownish.”
On the third day of Fashion Week, Fabian Hart took the chance – and the GLA – to visit all those places he tends to frequent in Berlin, turning his tour into a meeting of minds and friendly faces. After catching Jessie of the Journelles fashion blog for breakfast in her new office, he decided to see his friend Herbert, buyer at the coveted Voo concept store in Kreuzberg. At the end of the day I ask him what defines a successful Instagram image. He grins and replies: “Occasionally, I might do an elaborate production, book a location and a photographer, later check the likes and think, ‘well, that was reasonably successful’. And then I take a silly selfie in the bathroom, at half past seven in the morning, and it gets the most reactions. I guess it is usually a string of lucky circumstances that makes a picture popular, but it always helps to show your face!”