Five years of supporting up-and-coming designers. Five years of great fashion talent. Five years of
“Designer for Tomorrow”. Reason enough to look back on the beginning and the development. This is how it all began…
As an established fashion brand with a lot of of experience and a successful tradition in the industry, the
Peek & Cloppenburg KG, Duesseldorf, has been well aware of its responsibility for talented, up-and-coming fashion designers from very early on. Therefore, P&C took the chance to support:
In January 2009, Julia Knuepfer and Joel Horwitz were the first ones to earn the title “Designer for Tomorrow”.
“The avising award related attention has been a great support in my career”, Julia remembers. She has launched her own fashion label “ica watermelon” in Berlin. Shortly after, Sam Frenzel could prevail himself against seven other finalists in July 2009; one year later, Parsival Cserer won the meanwhile desired fashion talent award in 2010 – a starting point for both of their careers. “The award has confirmed my self-perception as a designer in public. Now, there is no way back”, Parsival explains retrospectively. He persues a special way in fashion: At the traditional Tirolean label “Giesswein” Parsival is responsible for the womenswear as well as the menswear collections, with the focus on knitwear and walk textiles.
Sustainability and individuality. These values have been extremely important since the beginning of the fashion talent award “Designer for Tomorrow”, which is now presented by Peek & Cloppenburg and Fashion ID. Therefore, the DfT winners have not been supported with prize money but with an individually constructed sponsorship program. By today its highlight is a solo fashion show at Mercedes-Benz Fashion Week Berlin. Over a period of five years, the sponsorship program has been optimized and became even more sustainable. Various components such as inspirational trips to the fashion capitals New York and Paris, different workshops and own design studios were supposed to promote the DfT protégés’ careers.
In 2011, the DfT finally got expert assistance from the famous designer Marc Jacobs as a patron. An important step forward, that ensured even more attention for the up-and-coming talents. Alexandra Kiesel was the first designer who has been chosen as the DfT winner from the Jury Board around the patron. She remembers: “I got noticed as a designer, was able to launch my own brand and have already presented my collections in St. Petersburg.” Marc Jacobs not only accompanied the aspiring designer in preparation for the award show but also afterwards – in line with the sponsorship program. He invited the Berlin designer to his design studio in New York, where she was able to look behind the scenes while preparing the Fashion Week.
Furthermore, also 2012 has been a year with great and important steps for the DfT. For the first time, not only up-and-coming fashion designers from Germany but from all over Europe and those countries, in which P&C operates retail stores, were able to participate in the competition. The result: more than 350 applications from around the world. The winner: Leandro Cano from Spain. Next to the support he got from Marc Jacobs, the designer still may take advantage of the Advisory Board that has been created in that year. The Advisory Board consists of different professional teams with experts of various fields that constantly incorporates new members ranging from marketing and public relations to law and sales as well as production or logistics.
Today, in 2013: The DfT celebrates its fifth birthday and looks back on many promising design talents and a great development. As the expert knowledge of different established designers is something which allows DfT to stand out, the fashion talent award welcomed a new patron in 2013: Stella McCartney. In July, together with the Jury Board, she chose the new “Designer for Tomorrow”: Ioana C. Miron – the new name at the top of the DfT Hall of Fame. “I am looking forward to great attention from the press and the chance to present my own collection – with marketing expertise, an own design studio and a great image. The DfT is an important step!”