SCHUMACHER FASHION SHOW AND GARDEN PARTY
July 5, 2012
Dorothee Schumacher, the heart and soul behind the label SCHUMACHER brought what she describes as her “Virtual Romance” to Berlin Fashion Week. Models walked the runway to upbeat remixes of Angus and Julia Stone’s “Big Jet Plane” and Temper Trap’s “Sweet Disposition”. An earth tone colour palette was used throughout the collection with feminine silhouettes achieved with long blazers, sleek trousers, and hands-free leather clutches. Special guests front row included Lily Cole, Jessica Joffe, and German Pop band Frida Gold.
Each guest at the show was invited the very fete galante style picnic held in a near by park where fresh cherries, sandwiches, apricots and pink champagne were served on SCHUMACHER picnic blankets and rose coloured pillows.
The Untitled Magazine got the chance to chat with Dorothee Schumacher backstage before the show to talk preparation and inspiration.
DM: You’ve said that you design for women with a multifaceted lifestyle—can you expand on how you do that?
DS: I like to follow women how I see them… they have their business life, family life and casual life and I combine those. I design for women who don’t have one or the other, they have it all. In my designs you have a soft, tender side and in the same moment you have an edgier, tougher side. I think that’s what they love about SCHUMACHER. That is what I love about SCHUMACHER.
DM: Do you design specifically with the German or Berlin woman in mind?
DS: I think we all have a feminine romantic feeling inside all of us and we all want to discover the world. It’s not a German feeling, I think it is a world wide feeling.
DM: This year you decided to produce the “Virtual Runway 360” online presentation for everyone, everywhere. Did you design this collection any differently or were you influenced knowing it would be streaming live?
DS: We talk so much about this very, very modern technology in fabrics—it’s always there. This time I think you can see it in the trim… you see it in the kaleidoscope print . The kaleidoscope is a thing you can find hundreds and hundreds of years ago, and human beings always want to see deeper, more and more and more. And I think there is a romantic side in that. That’s where I find this virtual romance.
Berlin Fashion Week Coverage by Daria McWilliams
Garden Photographs by Sophia Deininger