Recently, I was invited for lunch to Hamburg. And it was as fantastic as it sounds. I was flown in by André Maeder, Chief Retail Officer Karstadt, to celebrate his collaboration with the German reality television series FASHION HERO that airs every Wednesday on ProSieben.
The concept of the show focusing on fashion design and hosted by no other than Claudia Schiffer is pretty easy and convincing.
The 21 contestants compete with each other to create the best clothes and are restricted in time, materials and theme. Their designs are judged by a jury that consists of three buyers, André Maeder (Karstadt), Anne Rech (Asos) und Petra Winter (s.Oliver). Each week, the three retailers buy their favourite designs (sale to the highest bidder) that will be available online directly after the show or the next morning at the respective department store.
In the end, whoever meets the needs of the three retailers in the finale will receive a capsule collection worth €1.5 million within each shop.
I sat next to André Maeder, who is of Swiss origin, and had a very interesting conversation about this new show that is adapted from the US format called Fashion Star.
He told me that “for the first time in Karstadt history, the website collapsed as too many people wanted to buy the pieces right after the show.” Maeder, a born leader who had worked at Harrods, Boss and Charles Vögele before, knows what he wants and has a clear vision of style. Being asked who are his own fashion heroes, he replied: “Jil Sander and Marc Jacobs.” Can’t argue with that!
Below you can enjoy some impressions of the lunch:
Framed by the winners of the first show, Sahra Tehrani und Marcel Ostertag.
Beautiful ambiance at The Box in Hamburg.
On display were the designs of the first show, that are available here.
Beautiful Hamburg – always worth a visit! Bye-bye, see you soon again!
Some photos of the first collage: Courtesy of ProSieben, all other photos: © Sandra Bauknecht