“Designers from Germany show an incredibly impressive level of resilience,” says Claudia Hofmann, one of the founding members of Fashion Council Germany. In this interview, the renowned stylist explains why it remains essential to support these strong and adaptable young talents — for example, through initiatives like the Fellowship Programme by Fashion Council Germany and H&M, which she co-initiated.

Interview by Kelly Niesen

Claudia Hofmann, you’re one of the co-founders of Fashion Council Germany. What inspired you, as a stylist, to become involved in its founding ten years ago?

Claudia Hofmann: Looking back, it was a very exciting time. Together with the other co-initiators, we recognised the challenges within the German fashion industry and asked ourselves what we could do differently and what sort of impact we could create. Through my work as a freelance stylist, consultant, and creative director, I have always supported young designers and understood how important and relevant it is to nurture emerging talent. It was an incredible feeling to live in Berlin and be able to drive positive change there. Our goal was to create the greatest possible impact. Thanks to our extensive network and connections across the media landscape, we were able to bring together the crème de la crème of the industry and establish the Fashion Council Germany.

There are many ways to drive change. Why did you specifically choose to establish an association, or more precisely, a fashion council?

Claudia Hofmann: During a trip to New York, I met Natalie Massenet, then-President of the British Fashion Council, and we started talking. At one point, she asked me, “Claudia, why doesn’t Germany have a council?” I replied, “We already have plenty of other associations here.” She made it clear that while that’s all well and good, international councils mainly speak to one another — council to council. So, when I returned from that trip, it became clear to me that we needed to establish one in Germany as well, so we could position ourselves alongside cities like New York, London, Milan, Paris, and Copenhagen, and communicate with them on equal terms.

From your perspective, how did the association develop in its early stages?

Claudia Hofmann: In the beginning, we were essentially a start-up. We all invested our free time and utilised every resource available to establish the strongest possible foundation. I still remember Anita Tillmann offering us a space with great visibility for our designers at the Premium trade show. And Christiane Arp, who at the time was both President of the FCG and Editor-in-Chief of Vogue Germany, provided important platforms such as the Vogue Salon for our talents. That’s how we managed to present ourselves to the outside world as a strong and united force.

One of your early initiatives to support young talent was a two-year fellowship programme launched in 2016 in cooperation with H&M. How did that partnership come about?

Claudia Hofmann: Within the Council, I was initially responsible for the area of education. Through a close relationship with Thorsten Mindermann, then Regional Manager for Central Europe at H&M, it made perfect sense to involve the fashion giant in supporting young talent in Germany. Interestingly, it was not only a first for the FCG — the Fellowship Programme by Fashion Council Germany and H&M was also the first collaboration of its kind for the Swedish company. The idea was to create a long-term programme in partnership with a major brand that would support designers across all areas. Ten designers qualified for the final round, and four were ultimately selected for the fellowship by a distinguished panel of experts.

What did this support look like in practice, and what did participants take away from the experience?

Claudia Hofmann: We connected the designers with influential mentors, and H&M provided them with in-depth insights into their internal processes over several weeks. It focused on coaching and expertise — sharing both background knowledge and practical experience. Many of the designers are still in close contact with their mentors today. One of the most remarkable examples of the opportunities such programmes can create is the story of Tim Labenda: Angela Missoni, who was part of the expert jury, immediately recognised his talent and offered him a position at her company on the spot.

That example fits well with your 2016 statement that you saw a promising future for fashion made in Germany. Has your prediction come true?

Claudia Hofmann: I think that’s something that needs to be assessed on a case-by-case basis. In recent years, especially during the COVID-19 pandemic, the debate surrounding the supply chain law, U.S. tariffs, and other issues has clearly impacted both the fashion industry and creativity. Nevertheless, Germany remains economically strong, and purchasing power is still there. Fashion now needs to adapt in light of these changes. At the Fashion Council Germany, we have built important partnerships with councils and institutions in other countries, such as South Korea and the U.S., and have launched an exchange programme with Japan. German design is very popular in the Asian market, where there’s strong interest in our work here in Germany. It’s always inspiring to look at other markets and learn from them.

What are German creatives particularly good at in an international comparison?

Claudia Hofmann: German talent is incredibly diverse. They are hard-working, deeply committed, and have a strong sense of sustainability. I’ve worked closely with universities, and at graduation shows there were always teams from major international fashion houses — from France or Italy — such as Dior, Fendi, or Stella McCartney, who came specifically to recruit German graduates. Many designers from Germany work with remarkable dedication and focus. They also demonstrate an exceptional level of resilience. They know how to persevere.

Fashion Council Germany now plays a leading role in organising and developing Berlin Fashion Week, which each season attracts growing attention. What do you particularly value about this platform?

Claudia Hofmann: I find it remarkable that there are so many support programmes in place, backed by key decision-makers and the Senate. The curation of participating designers is excellent, and I’m always impressed by how they manage to continually reinvent themselves, both returning brands and newcomers alike. We’ve also succeeded in generating significant international attention, from the press to major buyers. It’s wonderful to see how the platform keeps evolving, growing stronger, more defined, and more confident with each season. Berlin Fashion Week has found its own identity; it no longer needs to compare itself to others.

Ten years of Fashion Council Germany: what are you most proud of?

Claudia Hofmann: First and foremost, I’m proud that we took the initiative, turned an idea into reality, and watched it grow into something truly significant. I’m proud of our success, our expanding membership, and above all, of the fantastic team that has built something meaningful — a team that gives designers visibility both nationally and internationally. We’ve managed to shift the perception of Germany from being seen merely as a “clothing country” to being recognised as a genuine fashion nation. I’m also proud of moments like our visit to the Federal Chancellery in 2017, where we succeeded in raising political awareness, or our collaboration with Oxford Economics and the resulting report on the state of German fashion. We’ve built connections, brought together diverse players across the industry, and helped shape a shared vision for its future. The past ten years have been, above all, vibrant!

This interview is an excerpt from our 10-year Fashion Council Germany booklet, in which we reflect on a decade of shaping and advancing German fashion. Discover the full booklet and explore all the stories and highlights HERE.