In Germany, the largest consumer market in Europe, up to 2000 fashion design graduates are annually finishing their studies. A few of them start with their own label and enjoy their success successful at the local market, such as the creative duo WE.RE Theresa Reiter and Katarina Weber, both graduates from the AMD Academy of Fashion and Design. Others go abroad, continue their studies or take a junior position in a textile company if they are lucky.
And every year more hopeful newcomers sign up to study fashion to live their dream one day. But how exactly does this dream look like in 2016?
We might find an answer at this years’ AMD Graduate Event, which has taken place during Munich Press Days last week. The best collections of fashion design graduates from AMD locations Berlin, Düsseldorf, Hamburg and Munich were presented to a wide professional audience and jury. Highlight was the choice of the best graduate show. The winner received the AMD Fashion Award and prize money, which is donated by zLabels, a subsidiary of Zalando.
Clearly, the new generation of creatives has an own vision and fresh, independent mind. Individual concepts rather than market-adjusted clothes, political and societal issues rather than pure commerce – this is the approach of the AMD fashion design class of 2016. The graduate collection is a chance for everyone to show their wildest creative dreams outside of the box before being squeezed into the requirements of the job and the market.
Fashion as such plays a less significant role, however it is their chosen communication vehicle – a smart move, considering the current industry’s state of affairs. This new generation of designers questions political and social actions and sees the world more real than their pals did a decade ago. They do not go to the barricades and start a new revolution, but smartly use the power of their creations to make a statement or two. We should not underestimate their quest for justice and their intuitive search for the new world order as the old one so obviously falling apart.
The selection of topics is diverse and almost controversial: the life of Tuareg women in northern Africa and matriarchy-dominated communities, works of psychologist Oliver Sachs, Laos’ culture in the western interpretation, Tyrolean dialect, high tech.. The list goes on and the diversity is positively surprising.
Worth mentioning are the works of duo winner Maximilian Huber and Nina Körle and their collection „RGNRK – RAGNARÖK“ – thought provoking fashion. Whichever creative route these two talented designer would take, we will watch them closely. The new world (fashion) order might be their next move.
Review by Natasha Binar