Tag: Fashion Show

“I think you can sell creativity, and you can make a lot of money with creativity. And also, you can lose a lot of money with something that is not creative at all. This whole discussion is old in a way. If you find the right people, you have the same goal, and you understand each other, then the sky is the limit.”

Interview of Lutz Huelle speaking about the state of the Fashion Industry and his work for his namesake brand as well as MaxMara and Brioni

Every once in a while a collection feels like a new beginning, a step forward that is not just a continuation of what has been before but a manifestation of what is to come.. and this Collection, Fall/Winter 2017, holds a very special special place in my heart. The preceding two had been the most successful since our beginnings, and we were visible in a way we had never been before. This, in turn, made me feel like anything was possible, a sort of euphoric sense of inspiration that just seemed to propel me forward. In hindsight there were too many ideas, and not all of it was necessarily easy, but it was impossible to not let myself get caught up in the wave of excitement we all felt.

I saw you .. walking in the Rain.. Fall/Winter 2012/13 Watching people covering themselves against the rain during a sudden downpour made me think of oversized hoods, crinkled coated cottons and other shiny surfaces. It was the first season of the coats with draped, generous front panels wrapping around the body, like pulling a coat closer in a sudden burst of rain .. there was also the draped, hooded Biker Jacket that became a staple in the collection for years afterwards. My favourite look was the shortsleeved biker jacket in wool worn over a superhighwaisted pant and caramel gloves ❤️‍🔥

..the thing with inspiration is that it’s never foreseeable nor can it be planned. I’ve spent hours staring at a white page waiting in vain for the sparks to fly, only to be waking up at three in the morning with my brain on fire 😝This collection, Spring/ Summer 2014, happened while sitting in a cab going to work in Italy. I had arrived in the morning and stepped out of the plane into gorgeous sunshine, and for a second I had an incredible urge to tell the driver to go past the factory and straight to the next beach… so this collection became about spending the day at the beach still dressed for work- a collection in black bleached out by the sun. Tie-dye, fading prints, stripes, bleached knits and wet- look wool and denim, as if having rushed into the sea with your suit still on. Dresses and tops were draped like towels slung over the shoulders or tied around the waist. My favourite look was a bleached biker jacket, partly draped, worn over a pair of oversized denim pants bleached out towards the upper part.

As any Fashion House we had our ups and downs, but there was a moment around 2013 where it felt like our time was finally up. We did go on in spite of seemingly overwhelming odds, stopping the shows and winding down the collection to an absolute minimum. When we started showing again in 2015 I felt a new energy around us and my work, that whatever direction Fashion was heading to it was finally turning our way. Streetwear, sportswear, casual and couture, taken out of context, elevated and transformed. This, in turn galvanised me, and it all came together in this collection, Fall/Winter 2016. We were suddenly more visible than we had ever been, had the best reviews of my career, and the sales were the best we’d had for years. I sometimes wonder what would have happened had we given up.. but it’s a futile thought because we didn’t 😎💪😍.