From The Daily Berlin! What=?UTF-8?B?4oCZ?=s New at Strenesse Blue?

A new Post "From The Daily Berlin! What's New at Strenesse Blue?" was written on the January 25, 2012 at 11:59 pm on "Textile Global - Textile and Fashion News".

2012 January 20

!! From The Daily Berlin! What's New At Strenesse Blue? !!

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*(BERLIN)* Founded in 1949 by the Strehle family, this German house
emerged alongside Jil Sander and HUGO BOSS as an international
powerhouse. Strenesse Blue, now under the creative direction of
*Viktoria Strehle,* is targeting a younger demographic with vigor and
intellection. *Luca Strehle,* the stepson of founder *Gabriele
Strehle* who artfully manages the distribution, explains the success.
BY JAN JOSWIG
*When BFW launched in 2007, Strenesse was the very first show!*Yes! We
had high-profile journalists like *Suzy Menkes* in the front row,
along with important buyers from all over the world. Now, we have a
vibrant national and international celebrity following as well!
Participating in Berlin—be it with a fashion show or a booth at
Bread & Butter—it is always inspiring for us. We benefit a lot from
the international feedback.
*Strenesse* *Blue manages to look so...young!*Yes! This is exactly
what the new wave of Berlin designers are trying to achieve, too. The
old ideas about trashy Berlin versus classy South: those prejudices
seem to be over.
*Have the emerging designers learned any important lessons from
heritage brands like Strenesse and HUGO?*I think that a global player
such as Strenesse gives some kind of strength and continuity to
Berlin.
*Any New Year's resolutions for 2012?*We want to reclaim our old
strength. We'll focus on attributes including playfulness, eroticism
and femininity.
*You have a knack for the catwalk, working with musicians such as Till
Brönner. Why no runway show?*The overwhelming success of the previous
B&B shows convinced us to participate there once again. I think that
the environment of young and international designers at B&B is a
perfect platform for Strenesse Blue. Since the space at the tent is
rather limited, our goal was to reach a broader audience. Plus, as we
are currently in the middle of a repositioning of Strenesse Blue, we
decided to communicate our brand in a different way. The new concept
is better portrayed through capsules. This intensifies the message.
Once we get the new concept out, we are most definitely planning to do
a show in Berlin again.
*Soccer and fashion are not generally associated, but you dressed the
German National Football Team!*We are very happy about our continued
outfitter agreement with the team. Our very personal relationship with
[team manager] *Oliver Bierhoff,* [coach] *Joachim Löw*, and the team
helped to establish a sustainable relationship based on trust.
*What will be the biggest challenge for German fashion internationally
in the near future?*There is huge potential for German brands on the
international market, because there aren't many there currently.
*In which Berlin building would you love to organize a fashion
show?*The area around the Westhafen in the Wedding district. There are
many old warehouses where you can still feel the energy of the
industrialization that matches the new positioning of Strenesse Blue.
*Why is Berlin such a cultural capital these days?*Low rent and the
many housing options have attracted many creative people. Over the
years, this has established a successful and professional creative
class. The Berlin art and film scene is internationally renowned.
Leading art galleries including Contemporary Fine Arts have become
hallmarks of the new face of Berlin—which leads me to presume that
the reunification of East and West has set free some unique energy
that can only be experienced in Berlin. The city is permanently
changing its face. It adapts to new lifestyles easily and has become a
motor for new trends. This makes Berlin a perfect city for our fashion
after all.

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From The Daily Berlin! What's New at Strenesse Blue?

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