How can you counteract overconsumption and the enormous consumption of resources at the half-yearly fashion weeks from Berlin to Paris – without losing the variety and fun of fashion? The fashion rental platform CLOTHESfriends, the sustainable marketplace Staiy and the sustainable fashion brand ZAMT Berlin took on this challenge with a joint event concept that represented the versatility of circular fashion.
On September 6th, the three companies invited to the event in the ZAMT & Friends Concept Store in Berlin Mitte: In a relaxed atmosphere, visitors had the opportunity to rent, swap and shop Fashion Week outfits. The products for rent represented a curated selection from CLOTHESfriends, composed of products from CLOTHESfriends users and partner brands of the fashion rental app. The range was supplemented by bags and accessories from ZAMT Berlin. Each piece from their collection is made by selected European artisans using eco-friendly materials. Staiy’s Brand Corner showed a selection of their certified sustainable lifestyle and fashion brands, which could be bought directly on site and perfectly complemented the Fashion Week look.
The event was supported by Studio2Retail, an initiative by the Fashion Council Germany and the Berlin Senate Department for Economics, Energy and Business, which provided prize money for the concept. “The event concept convinced the STUDIO2RETAIL jury with innovative approaches to how fashion can be consumed more consciously and sustainably and how this is shown to consumers in an entertaining and positive atmosphere. We are pleased that the event attracted so many interested parties and that we were able to support the implementation with the prize money. An important step towards a sustainable future for the fashion industry and an enrichment for the Berlin Fashion Week!” – Scott Lipinski, CEO Fashion Council Germany and jury member of Studio2Retail.
Panel Talk: “Influencing for Good”
The event was rounded off by a panel talk on the subject of “Influencing for Good”, which illustrated the opportunities for collaboration between fashion brands and content creators. Liz Thieme (founder of Rebirth Studios by AboutYou), Irfan Ahmad (content creator on Instagram and TikTok @berlinjesus), Cheyenne Tulsa (model and creative director of Cotiere) and Anastasia Barner (founder of FeMentor) spoke about the movements of social media and how these can be reconciled with the increasing awareness of more sustainable consumption.
An event experience that goes beyond fashion week
With the event as part of the Berlin Fashion Week, ZAMT Berlin, Staiy and CLOTHESfriends also celebrated the start of their long-term cooperation of the joint concept store. The vision: By combining the complementary approaches of sustainable design, fair production, the tested selection of brands and extending the wearing time by renting new or second-hand pieces, circular fashion is combined in one store experience.
“When we started the concept store with ZAMT in 2018, our motivation was to create a hub for sustainable fashion that reflects all points of contact – exactly what we are implementing through the cooperation of ZAMT Berlin, Staiy and CLOTHESfriends. The positive feedback from the guests at the event inspired me and it was recognized that we not only represent common values, but also give our communities a place to find out more and discover sustainable brands and innovative ideas – which means that the joint impact is still growing and driving change.” – Max Reinhardt, Co-Founder of ZAMT Berlin.
