Super Asia – that’s the current spring campaign at KaDeWe, Alsterhaus, and Oberpollinger. For this editorial, we were allowed to let the the Asian vibes inspire us
Now that the New York, London, Milan, and Paris fashion weeks have given us a preview of Winter 2018 over the past few weeks, we can concentrate on the upcoming season: spring. Labels like Louis Vuitton, Marni, Chloé, Gucci, and Prada are pulling out all of the stops for it and letting off steam with their textile creations. The inspirations are diverse and we’re discovering references from the sporting world, Pop Art, and Asia. In particular, an eclectic mix of patterns runs throughout the collections in the form of floral prints and appliqués, plaids, stripes, and decorations. But the playful combination of materials such as silk, brocade, vinyl, also Lurex also sticks out in the new season and even demonstrates some wintery tendencies (vinyl – this will be the next big trend). And that colors are, in general, always a good idea for spring…that’s a known fact. Not every year is this daring when it comes to the palette, however. The more colorful and wild, the better – that’s definitely the direction this spring season is taking.
KaDeWe and the group’s other two houses let themselves be inspired by this mood as well. The department stores and shop windows in Berlin, Hamburg (Alsterhaus), and Munich (Oberpollinger) are all about Asian culture. From the beginning of March and until the end of the May, KaDeWe will conjure up Asian oases on its floors under the motto “Super Asia.” With its megacities, contrasts, and diversity, the Asian continent has developed into one of the most important sources of inspiration for the fashion and creative industries. KaDeWe is picking up on this trend and is now inviting the super-continuent to Germany and soon to Berlin, too. Events, pop-up stores, and aesthetic elements like colorful flags with Korean sayings and Asian culinary snacks can be found on every floor in the department store.
An exclusive selection from Loewe, Gucci, Jacquemus and JW Anderson that awakens Asian associations thanks to the colors, patterns, forms, and textures can be found in the Women’s Designer Department designed by India Mahdavi. The same applies to accessories by Balenciaga and Stella McCartney. For the official campaign, KaDeWe Group collaborated with Asian photographers, artists, models, and stylists and pinned down the latest trends and influences in Hong Kong and Thailand.
The result can be found not only in the stores themselves, but also in the houses’ magazines and across the usual digital channels.
To accompany the campaign, we visited the iconic Berlin department store and styled our favorite Asian looks for the spring season. And it is definitely the patterns that will inspire us in the coming months.
Images: MAXIMILIAN SEMLINGER / INSTAGRAM@MAXIMILIANSEMLINGER
STYLING: MADELEINE ABELTSHAUSER / INSTAGRAM@ MADELEINE_ABLC
MODEL: CARLOTTA RUNZE / INSTAGRAM@CARLOTTA.RUNZE FOR TIGERS MGMT / INSTAGRAM @TIGERS_MGMT
HAIR & MAKE-UP: KATJA MAASSEN /INSTAGRAM@KATJAMAASSEN for liganord agency / Instagram @liganord_agency
– IN cooperation with KADEWE –
Madeleine is a fashion journalist. For as long as she can remember she has been passionate about fashion and accessories, in particular cashmere sweaters and jewelry. After five years of working at Vogue Germany’s fashion department in Munich, she decided to encounter a new challenge and move to Berlin. Her role at hey woman! allows her to combine her passion for styling, creative directing and writing. Madeleine is also good at imitating a Swiss accent and trying to be a cook.