"Don‘t try to outrun change, learn to dance with it," says Roel de Cooman, Vice President Global Sales at haebmau.ATELIER 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?

Roel de Cooman: Success in fashion today is no longer defined solely by sales figures or celebrity visibility; it is defined by cultural relevance and authenticity. They shape culture by balancing creative boldness with cultural literacy. Successful fashion brands understand who they are, what they stand for, and how to convey that story across markets globally without losing their soul. They have learned to convert commerce into storytelling.

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

Roel de Cooman: Absolutely, ten years ago, the conversation around success in fashion was entirely different. Success was measured in noise. I mentioned storytelling — today, this is the business model.

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

Roel de Cooman: Consumers no longer buy into campaigns; they buy into convictions. But most importantly, the power dynamic has shifted. In the past, brands spoke to audiences; now, they collaborate with them. The consumer is now a co-creator, and that changes the landscape from creation to market entry.

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

Roel de Cooman: Today, Fashion Council Germany plays a crucial role, not just as a representative body but as a cultural catalyst. While the fashion landscape is global, identity remains local, and I believe the Council sits at that very intersection. Germany stands for its precision, innovation, and integrity — values that are becoming increasingly relevant in the industry. Our purpose as the Council is to translate that DNA into a modern, forward-facing narrative. A story that celebrates creativity, embraces technology, and connects design talent in Germany with the international stage.

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

Roel de Cooman: With openness, resilience, and a clear sense of purpose. The fashion landscape is shifting faster than ever — technology, sustainability, consumer behaviour — and young creatives should see this not as a threat but as an invitation. I always tell young entrepreneurs: don’t try to outrun change, learn to dance with it.

6. Is there anything you would have liked to know before starting your career yourself?

Roel de Cooman: I believe I would have appreciated knowing that uncertainty is not the enemy; it’s the driving force, and that adaptability can exist alongside integrity — meaning you can change form without losing your identity. For the next generation, that’s the real lesson: define your core, but never stop reimagining your expression. The industry celebrates those who dare to move forward without abandoning their roots.

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

Roel de Cooman: Personally, I believe that mentorship is a form of legacy. Everyone who has had a door opened owes it to the next generation to hold that door wide. That’s how an industry grows, not through competition but through continuity.

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

Roel de Cooman: Absolutely, and precisely for that reason.

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

Roel de Cooman: Fashion Council Germany isn’t just a network; it’s a creative ecosystem. Membership allows us to stay connected to the industry’s pulse in real time — covering emerging designers, shifts in consumer behaviour, innovations in sustainability, and new business models. Larger players can easily become isolated within their own success; the Council keeps us humble, curious, and adaptable. It also serves as a platform for influence. By engaging with policymakers, cultural institutions, and the next generation of talent, we can help shape the future of German fashion, from education to global positioning. The value lies not only in what can be gained but also in what can be contributed.

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

Roel de Cooman: There are many Council members doing incredible work. But if I had to highlight one, I would focus on the FCG/Vogue Fashion Fund mentorship programme, where my mentee is Kasia Kucharska. Kasia has successfully expanded her reach while staying true to her design ethos, engaging with both domestic and international audiences. Beyond her design skills, Kasia exemplifies leadership that inspires others. She invests in collaboration, mentors younger talents, and embraces innovation without compromising integrity.

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.