Buy less, choose well, make it last: To celebrate Berlin Fashion Week in January 2020, BIKINI BERLIN is highlighting the topic of sustainability in the fashion industry with the “Slow Fashion” installation by young designer Lara Krude. Rather than following fast-moving trends, her collections represent a curated selection of premium-quality clothing. Since the beginning of 2019, the young fashion label has been receiving support, among others from BIKINI BERLIN, as part of the German Sustain Concept mentoring initiative by the Fashion Council Germany. This support has extended to the development of its business model, particularly with regard to sustainability and conscious consumption.
The granddaughter of a bespoke tailor, Hamburg-based designer Lara Krude developed a huge fascination for traditional craftsmanship and the superior quality of handmade clothing from a very early age. After several years working as a designer in Milan, she won the prestigious “Designer for Tomorrow” award under the patronage of Stella McCartney in 2017. To counter the excessive consumption of fast fashion, Lara Krude decided to launch her own brand in 2018, which she aptly named Slow Fashion. Since early 2019, the young fashion label has been part of the German Sustain Concept (GSC), a programme initiated by the Fashion Council Germany e.V. which BIKINI BERLIN supports as an official partner along with Neonyt and BurdaStyle, among others.
Lara Krude’s designs stand out with their effortless elegance and abstract femininity. The aim of her timeless pieces is to help fashion-conscious women create a long-lasting capsule wardrobe and to make them feel like the best version of themselves – strong, independent and always curious.
The installation at concept shopping mall BIKINI BERLIN, which is based on the layout of Lara Krude’s atelier, reflects the theme of the collections and addresses the relevance of sustainability in the fashion industry. It also gives BIKINI BERLIN the opportunity to remind visitors to the mall that conscious consumption is the key to a sustainable future and no longer a mere trend. The “Real Women // Real Clothes” campaign provides inspiration from eight powerful women who are explaining what slow fashion and a confident lifestyle means for them. The opening of the installation and the presentation of the current shirt collection are on 14 January at 9:00 am and will be attended by designer Lara Krude personally.
INSTALLATION BY FASHION LABEL LARA KRUDE
Budapester Straße 42 – 50 Atrium on ground floor 10787 Berlin
14 – 25 January 2020
Opening hours: Monday – Saturday: 10:00 am – 8:00 pm