For The Business of Fashion, Kate Abnett explores this seemingly perplexing question: 'Why Isn’t Germany a Bigger Fashion Player?'
Hamburg is one of the major markets for commercial models, and the clients that tend to shoot in South Africa and Miami from December-April. But none of the country's major cities holds a strong appeal for editorial models, and there are several factors at play.
Abnett explains that while German fashion companies are some of the highest-earning globally, domestic consumers are prudent and conservative when it comes to fashion.
“It is a wealthy country but quite conservative when it comes to fashion,” said Adriano Sack, style editor at German Sunday newspaper Welt am Sonntag. “That might be due to its Prussian work and life ethic and a general hesitation to show off. More subtle and less ‘fashion’ labels are doing well, but Germans spend their money rather on cars than on couture.”
Read the full article here.