Fashion in Germany

Each country has another style of fashion, also Germany. Fashio

n in Germany is characterised by its elegant lines, unconventional young designs, and the great variety of styles. Well-known brands in Germany are Hugo Boss, Triumph, Jack Wolfskin, Marco’Polo, Adidas, Esprit, and so on.

Although Germany is Europe’s biggest consumer of fashion, the country is not a big force in the international fashion world. New York, London, Paris and Milan are globally recognised fashion capitals which have a bigger influence in the fashion world. In contrast to these cities, Germany has never had big labels. The attractiveness for fashion talents is not high and the ones who are present in Germany, like Hugo Boss, tend to leave the country for a more inspiring environment like London or New York with the goal to gain international success.

Another reason for their small fashion influence is the fact that the German taste for understatement and simplicity. It is a wealthy country but quite conservative when it comes to fashion. More subtle and less ‘fashion’ labels are doing well, but Germans spend their money rather on cars than on couture.

It is not because this country cannot be compared with cities like Paris, New York and London, that fashion is not an important aspect in the daily life of certain people.

In everyday life, Germans tend to focus more on the down-to-earth. In addition to functional business, they tend to prefer casual sportswear, such as Boss. In southern Germany, both labels gave been well established in international markets.

Twice a year, the world of fashion meets in Berlin at the Berlin Fashion week where minimalism and clean-cut styles predominate. The German fashion designers play with identities and traditions.