FASHION WEEK BERLIN: PERRET SCHAAD A/W15
We asked Johanna Perret and Tutia Schaad a few questions before the show…
WHAT CREATED YOUR ATTRACTION TOWARDS FASHION?
People. For one of us, grand dad, the other one grand ma, girls in high school time, women around us today.
WAS THERE A TURNING POINT OR HAPPENING IN YOUR LIFE THAT IS REFLECTED IN YOUR WAY OF DESIGNING?
Coming to Berlin and study at the Kunsthochschule Berlin Weißensee. We got an excellent professor and a great chef d’atelier in the fashion design department where we studied. With them, we learned to turn our many different ideas into high quality designs.
WHAT IS THE BEST DESCRIPTION TO DESCRIBE YOUR SIGNATURE STYLE?
WHY DO YOU CHOOSE TO SHOW IN BERLIN, WHAT IS THE STRATEGIC REASON?
Although we have international backgrounds, PERRET SCHAAD was born in Berlin. We love this city and its sexiness; it is amazing to design here! When we are present with the collection in Paris or New York, we are seen as a label coming from Germany’s so attractive capital!
HOW OWULD YOU DEFINE THE FASHION IN BERLIN IN GENERAL?
IS BERLIN REFLECTED IN YOUR DESIGN OR IS IT A SOURCE OF INSPIRATION FOR THIS COLLECTION?
Not directly in a collection, but Berlin is present in general as a source of inspiration: the urbanity, the freedom.
WHAT WAS YOUR VISION FOR THIS COLLECTION?
Cool women we like to dress.
HOW DID THAT VISION CHANGE DURING THE PROCESS?
This never changes.
THE CONCEPT BEHIND THIS COLLECTION IS BEST DESCRIBED AS?
Pragmatism with effects
CAN YOU EXPLAIN YOUR CHOICES OF MATERIALS, SHAPES AND COLOURS?
For this collection, we liked colours in Henri Rousseau’s paintings: forest green, earth gold and bright red. We saw a soft jungle atmosphere mixed with high elegance: hairy and cosy wools are combined with silk satins.
WHAT IS THE STRONGEST PIECE IN THIS COLLECTION ?
Each piece is strong to us, as each is thought through and achieves a purpose. We could talk though about the coat Virgis, that we believe, so many wearers will love for its cool and elegant cut, ice grey melange colour and coziness of wool and angora.
DO YOU HAVE ANY RITUALS FOR THE DAY OF THE PRESENTATION?
Exquisite latte macchiato, studying the collection and the running order we created the night before.
WE ARE JUST 3 WEEKS INTO 2015. WHICH GOALS DID YOU SET FOR THIS YEAR PERSONALLY AND PROFESSIONALLY?
Professionally: that 2015 continues the great push we started in 2014! Personally: balance and development