We spoke with Kerstin Weng (Head of Editorial Content, Vogue Germany) about the FCG/VOGUE Fashion Fund , young design talents in Germany and German fashion.

1) The FCG/VOGUE Fashion Fund is taking place in Germany for the first time this year. How does this promote the position of German fashion and, above all, that of young design talents in Germany?

The FCG/VOGUE Fashion Fund is specifically aimed at designers based in Germany. In return, we were able to secure an internationally renowned jury for the initiative, whose commitment draws the attention of their community to German design. In this way, we can contribute to giving brands from Germany more visibility in the long term.

2) How did the collaboration between FCG and VOGUE Germany come about on this project?

Internationally, the Fashion Fund already enjoys great renown; in the USA, under the direction of VOGUE and the CFDA, it is even celebrating its 20th anniversary this year.

Unfortunately, funding for fashion and design is still not a given in Germany. We see VOGUE Germany's 45th anniversary as a good opportunity to address this issue directly. At the same time, it was important to us from the outset to launch this project together with the Fashion Council Germany as a strong partner. As an institution, they bring together the key decision-makers in the German fashion industry and significantly contribute to its visibility. VOGUE Germany, in turn, has the relevant heritage in fashion journalism, and our channels allow us to reach a broad international audience.

3) What is the overarching goal of the competition and what qualifications must the participants possess?

We want to showcase the quality and versatility of German design and provide a springboard for young brands. In addition to creativity and a unique approach, we expect participants to possess the entrepreneurial vision required in this business. It's not just about a clear vision, but also about its feasibility for a real audience.

4) The international jury pays particular attention to aspects such as sustainability, diversity, innovation, creativity, and marketability in its evaluation. Where would you rank German fashion according to these criteria?

German fashion has many exciting approaches and is very advanced in many of these areas – further along than many realize. The competition clearly demonstrates this. I still see a lot of potential in terms of marketability.

5) What characterizes German fashion for you and how do you see it in international comparison?

For me, there is no such thing as THE German fashion; the work of creatives like René Storck, Julia Heuer and Luis Dobbelgarten is difficult to categorize.

Unlike other European markets, where everything is often concentrated in one city, we also have regional aesthetic differences between Berlin, Munich, Düsseldorf, and Hamburg. I personally see this as a particular strength of German fashion.

6) What advice do you have for young designers who want to establish themselves in the fashion industry?

Staying true to yourself and developing your own identity and recognizability. That's the foundation on which everything else can be built.

The FCG/VOGUE Fashion Fund received an award in the competition for innovative event formats. The competition is co-financed by the European Union and the Berlin Senate Department for Economics, Energy and Public Enterprises .

(Photo Credit: Katja Brömer)