Together with the Berlin Senate Department for Economics, Energy and Public Enterprises, the Fashion Council Germany has launched the STUDIO2RETAIL initiative, which will bring Berlin Fashion Week closer to the end consumer. Berlin brands with stores, as well as ateliers and special retail companies, will be united under the umbrella of the STUDIO2RETAIL project and activated for Berlin Fashion Week. In addition to communication measures, brand presentations and a virtual and physical shopping guide, prize money totaling EUR 82,000 was made available by the Berlin Senate for Economics, Energy and Public Enterprises as part of the initiative to reward innovative and sustainable concepts. From August 3 to 10, all Berlin fashion labels, designers, concept stores, retailers and fashion organizers were allowed to submit format proposals. From the numerous applications and network registrations, the winners were selected by a jury of industry experts on August 12, 2021.

William Fan won the highest prize money of EUR 16,000. Four times EUR 10,000 went to MALAIKARAISS, #DAMUR, PLATTE.Berlin and GREEN FASHION FAIR Berlin, EUR 6,000 was won by Manakaa Project and uncommon matters and the seven prizes worth EUR 2,000 went to Become A-Ware, Good Garment Collective, slow Friday - fair fashion store, Konk, Lebenskleidung, Esther Perbandt and Aurelia Paumelle.

“I would like to congratulate the winners on their awards and am looking forward to the many decentralized concepts for Berlin Fashion Week that will help to activate the retail trade and make fashion a tangible experience for everyone.” Ramona Pop, Mayor and Senator for Economics, Energy and Public Enterprises.

The winners were selected based on the most outstanding event concepts on the topics of innovation and sustainability and the concepts that bring fashion topics closer to a wider audience during Berlin Fashion Week. Sustainability was a central theme in all the proposals submitted and the large number of progressive ideas that focused on the city, the customers and fashion as a valuable cultural asset did not make the decision easy.

“It was not easy for the jury to select the winners. Among the applications were incredibly good and convincing concepts to make Berlin fashion visible, to consume fashion more consciously and to give garments a new value. We very much hope that Berliners will visit the decentralized Studio2Retail locations and enter into dialogue with the brands,” says Scott Lipinski, Managing Director of the Fashion Council Germany.

The jury consisted of the following experts: Petra Pfaller (Creative Director BUNTE), Melanie Bauer (owner of MELAGENCE), Nobieh Talaei (founder of the label Nobi Talai), Mira von der Osten (board member of the Berlin Fashion Designers Association and founder of the label Cruba), Kristina Hellhake (Senate Department for Economics, Energy and Public Enterprises; Fashion and Design Industry Division), Herbert Hofmann (Creative Director and Head of Buying at Highsnobiety) and Scott Lipinski (CEO of the Fashion Council Germany).

Further information under the following link:www.studio2retail.berlin

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