Opinion / Jamie Waters
New look
This weekend, at a new fashion event in Berlin, there will be appearances from brands including Gucci, Comme des Garçons, Korean eyewear star Gentle Monster and UK talent Martine Rose. But runways and front rows will be replaced with DJs, installations, panels and workshops: for Reference Berlin is a “fashion festival”. The event, which kicks off at midday tomorrow in a car park in Neukölln and runs for 24 hours, is backed by communications agency Reference Studios with help from fashion publication 032c. Gucci will host a dinner, Comme des Garçons Parfums will unveil a film made with photographer Matt Lambert and there will be art and music from the likes of Wolfgang Tillmans and rapper Mykki Blanco.
While details about the event’s specifics remain vague, the idea of a fashion festival is noteworthy. The future of fashion weeks is a much-debated topic and, although Paris and Milan’s catwalks aren’t going anywhere, the industry is crying out for agenda-setting alternatives that keep people engaged. Reference Berlin blends fashion with other disciplines and taps into what the German capital excels at – music, art and all-hours fun. Other cities currently hosting second-tier fashion weeks and wondering how to garner more attention should take note of Reference’s spirited example.