"Sometimes it‘s even better not to know everything in advance," says Dirk Schönberger, Global Chief Brand Officer at MCM and member of Fashion Council Germany‘s Board of Directors. For our 10-year booklet, he answered 10 questions for us, in which he gave some insights into his expertise.

1. From your perspective, what makes a fashion brand successful in 2025?

The foundation of every significant brand is a clearly and precisely defined identity. The

most successful houses of recent yearshave consistently nurtured and evolved thisi dentity through iconic products, carefullycurated communication, cultural activations,and a credible digital presence tailored to their relevant target audiences. At the same time, it is essential to stay a step ahead of the times just enough to identify subcultural trends early and build an authentic community around them. This community, in turn, becomes a source of inspiration for a broader audience eager to join the movement.

2. Would you have answered this question differently ten years ago?

Perhaps the way brands communicate has radically changed and evolved — but the

foundation remains the same: identity. It is the stable base on which every form of communication, innovation, and modernisation is built. Without a clearly defined identity, every brand ultimately loses its credibility and direction.

3. What has been the most fundamental change in fashion over the past ten years that has affected all industry players?

The digitisation of media and the abundance of available tools have fundamentally changed how brands build their image. Today, you can reach a global audience directly, quickly, and with almost no intermediaries. When I founded my own label in 1995, it could take days or even weeks for photos from a fashion show to appear in newspapers. Today, everything can be streamed in real time — ideally reaching a global audience. This development has two sides: on one hand, it offers enormous visibility; on the other, it demands constant presence.

4. What role can Fashion Council Germany play in light of these changes?

Through targeted collaborations with major technology companies, the Council can build

valuable networks and connections that are especially important for young brands. Such partnerships not only offer access to innovation but also provide platforms where emerging labels can showcase their ideas and collections to a broader audience.

5. And how should young fashion designers in particular navigate these changes?

In this field, every brand must identify its own authentic strategy. It mainly depends on who you aim to reach and which channels that audience actively uses. For some brands, social media is a crucial means of communication; for others, it acts more as an amplifier of an already established brand universe. The most important aspect is that the chosen channel corresponds with the brand’s identity — not the other way around.

6. Is there anything you wish you had known before starting your career yourself?

Sometimes it’s even better not to know everything in advance. Looking back, every obstacle or difficult phase was always balanced out by positive experiences. Ultimately, you have to take the business side of the fashion industry just as seriously as the creative side. True success only comes when both areas are in harmony — creativity alone is not enough to build a stable, sustainable company.

7. Why is it important for you, as a member of the Board of Directors, to support these young talents?

It is especially important to have a strong design voice on the board — someone who offers a creative perspective and understands how design acts as a strategic tool. Additionally, I make efforts whenever possible to facilitate introductions and highlight

promising emerging talents. The link between established brands and new voices is vital for the ongoing development of our industry.

8. Is this the reason why you became a board member in the first place, or what motivated you to do so?

I still vividly remember the early meetings of the group, which included many of today’s board members: back then, we discussed the tasks that now form the core of Fashion Council Germany’s daily work. When the Board of Directors was restructured four years ago, it felt like the right moment for me to become more involved. Nevertheless, I believe that it is important to further strengthen the exchange with younger designers in the future.

9. Your brand is also a Council member. What do you think is the greatest benefit that even major players like MCM can gain from membership?

A member like MCM can contribute in several ways: on the one hand, by supporting

young, emerging labels — for example, through shared platforms or presentations, as we recently did in Seoul. On the other hand, even for an established brand like MCM, engaging with the next generation of creatives is both inspiring and relevant. Such interactions often lead to genuine collaborations and foster mutual learning.

10. Which Council member has truly impressed you over the past ten years, perhaps because it has experienced particularly positive development?

I wouldn’t want to single out anyone in particular, but when I look at the recent Berlin Fashion Week editions, I’m very pleased with the diversity and creative energy that can be felt there. Many of the designers working in Germany have built a loyal following and customer base through their dedication. That deserves great respect.

This text 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.