<-- -->
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE1
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE2
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE3
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE4
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE5
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE6
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE7
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE8
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE9
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE10
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE11
ILOVEYOUMAGAZINE_SCHAAD_ARTICLE12

FASHION WEEK BERLIN: PERRET SCHAAD A/W15

Piece of Me

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?

 Intuitive

.

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?

Versatile

.

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

I LOVE YOU_SLOE7
Piece of Me
I_LOVE_YOU_MAGAZINE_ACE_AND_TATE_GRID
My Future Ex-Boyfriend
ILOVEYOUMAGAZINE_JasonSilva_GRID
Piece of Me
ILOVEYOUMAGAZINE_andotherstories_handcreme_GRID
My Future Ex-Boyfriend
grid
My Future Ex-Boyfriend
I-LOVE-YOU-MAGAZINE_GALLIANO-MARGIELA_GRID
Piece of Me
converse 2015
Piece of Me
monochromaticyouth_iloveyou_pernille_sandberg_3
My Future Ex-Boyfriend
I-LOVE-YOU_Jealous_GRID
Piece of Me
I_LOVE_YO_MAGAZINE_AGE_COLLAGE_GRID
Piece of Me
iloveyoumagazine_hemsleyandhemsley1
Piece of Me
ILY_Moskau_02221
My Future Ex-Boyfriend
N24A3578_grande
Piece of Me
I_LOVE_YOU_MAGAZINE_ALEXANDER_WANG_GRID
My Future Ex-Boyfriend
ILOVEYOU_MAGAZINE_MARCUS_GAAB_VIKTOR_ROLF_Grid
Piece of Me