When the idea to graduate a special edition (sugarhigh fashion) into a self-standing periodical—berlin fashion journal—was presented in an editorial meeting in 2011, we all couldn't help but have our doubts. The discussion revolved mostly around the idea of whether Berlin is a sustainable fashion editorial entity. It is no secret that the city's scene has been riding on creative infatuation and second-tier celebrities for years without really transforming that into viable, international fashion currency. Little did we know, however, that this same conversation was being had in fashion editorial rooms around the world.
The springing of numerous Berlin Fashion Week editions from major publications around the world, speaks of a solid attraction—a coming-of-age of sorts for the German's capital sartorial efforts. Needless to say, we share the same vision: Berlin is ready.
berlin fashion journal will focus on the unfolding of the fashion scene from Berlin and beyond. International input and exchange were taken into particular consideration when developing our editorial DNA, staying true to the sugarhigh form. Within the next six months, we'll see foreign and local opinion leaders—self-confessed fashion lovers—theorise over Berlin's fashion status quo and future. A couple of collaborative, ongoing series will lend a treatment to existing labels and their collections through our own perspective. Immediate reviews of shows and presentations will keep readers up-to-date with the designers. But more importantly, a strong editorial angle will constantly take a stab at the question ours and other publications have been posing ever since taking an interest in the city's collections: What does Berlin have to offer the fashion world?
Our bet is on a whole lot.
To the season ahead—cheers!
-Alonso Dominguez
Editor-in-Chief
[Image: Shermine Sharhivar in DSTM, by Maxime Ballesteros]
