Julia Freitag is a freelance Fashion Consultant and Publisher of styleproofed.com. Freitag has been a fashion editor and fashion director for Condé Nast publications, including German Vanity Fair and German Vogue, where she dressed stars ranging from Nadia Auermann to
Kimberly Stewart. As a regular feature on Berlin’s fashion scene, Freitag’s striking beauty and distinct style is as compelling as that of her clients. Here she reveals her insights into German glamour.
AFH: How you describe your aesthetic as a stylist?
JF: I definitely like to mix and match. As a native Berliner, I grew up with a lot of vintage and down-dressing. Berlin was always street and we had amazing vintage stores and markets before it became popular.So, I am definitely a stylist who loves to play with different influences and Stilbrüchen. Total all-over looks are pretty boring to me.
AFH: How did you start as a stylist?
JF: I studied fashion at Berlin Lette Verein. I then moved to Paris and did many, many internships at magazines. I then stepped into Vogue as the assistant of the former fashion director, Edgar Otte.
AFH: Is there a typical German celebrity style or something that German stars tend to wear which other countries' celebs don't?
JF: That sort of thing definitely exists. In general, German celebs are more down-to-earth than elsewhere. They will often show up in casual denims and tees. However, when it comes to red carpet style, German celebrities unfortunately tend to love opulent gowns made out of strangely colored shiny fabrics. I have no clue why the red carpet inspires them to turn bright and shiny.
AFH: As a stylist, do you tend to use German or international brands?
JF: I definitely try to support young German designers as lala Berlin, Penkov, or Mongrels in Common. I think that a stylist should use her power to help establish new brands. But fashion for me is generally not about questions of nationality. It is all about the right look and a brilliant idea. Wherever that idea originates from, it’s the idea that counts. What I hate are copycats. I try to avoid the commercial copycat brands like Zara which just mindlessly duplicate every single idea from the runway.
AFH: Which German designers do you think best represent German fashion?
JF: I define German fashion as always about simplicity and straightness. Jil Sander is definitely the mother of this look. Nowadays, we have the guys from Odeeh, who were formerly Rene Lezard designers. There are great touches in Mongrels in Common’s looks. They make simple but beautiful clothes that suit any age. I also love Wunderkind. Wolfgang Joop’s clothes are German and multicultural at the same time.
AFH: What do you think are the predominant problems and strong-points of Berlin Fashion week?
JF: The big problem is within the commercial background of Berlin Fashion Week. It is mostly about event hopping for sponsors and party people with too less interest in fashion beyond the spectacle of the shows themselves. We need to find better financial support for young designers so that they can concentrate on design and not worry about sponsoring an event.
AFH: How well do you think German Vogue represents German taste? is there a magazine that you think best represents German, or Berlin, style?
JF: I don´t think that there is a German fashion magazine that really represents best German taste. I still miss a great German style voice that does what French Vogue does for France.
AFH: Does on-line come closer? What is your concept behind styleproofed and who are your readers?
JF: On styleproofed a few fashion people and myself discuss our favorite products. We test and review new products and make a selection of the best trend items that you can buy directly online.
AFH: It is like a style consumer reports then. Where do you find the items?
JF: I love to sneak around the net and discover great new brands and products that will never be found in German retail stores. Our readers share our passion and curiosity for trends and products. Some appreciate that we save them time because we select and offer fresh ideas. People love to get a special must-have first. So, all together, it is a quality content site for joyful, smart shopping and a fashion shopping community.
AFH: German fashion seems really under-appreciated. Why do you think Germans don’t seem to prioritize fashion?
JF: I guess that Germans have problems showing off. Nobody likes to show his wealth and his features. It is all more hidden.
AFH: How does your own style impact your work as a stylist? How would you describe your own personal dress sense?
JF: I am a big fan of colors and patterns. Black in black is beautiful but colors always give me an instant mood lift. However, what I do as a stylist is a bit different. As a stylist, one needs to first consider what is best for the client. The story behind the style comes second.
