July 6 - Berlin Fashion Week looks for the designers of tomorrow. Doug MacLaurin reports.
While Paris may steal much of the fashion limelight, Berlin's own big week has it's eye on the future stars of the industry. Moving to the historical Brandenburg Gate, this summer's Berlin Fashion Week will see both upcoming and returning designers present their Spring/Summer 2012 collections on and off location. As many of the iconic major fashion houses dominate Paris Fashion Week, the German Capital's event prides itself showcasing designers, holding the "Designer for Tomorrow Award" as part of proceedings. For the first time designers from 15 European countries were invited to participate in the competition with five finalists making it through - four from Germany and one from Holland. The young hopefuls will be judged by a jury headed up by U.S. star designer Marc Jacobs. Maia Guarsnaccia from IMG Fashion, who organise the event, says Berlin has big potential. SOUNDBITE (English) Maia Guarnaccia, Vice President IMG Fashion, Saying: "On a soft spot I'd like to see the new generation, the new designers coming up. But to be honest, also to know that giants like Hugo Boss, DIESEL come now and do their show permanently in Berlin, is a great satisfaction. But, you know, on a soft spot of course, the young designers, their creativity it's what we all hope for. It's the future of fashion." But the Fashion Week is not without it's established household names among them, German prestige label HUGO by Hugo Boss and Italian streetwear couture DIESEL. Altogether more than 50 designers and brands will be presenting their new creations at this year's Fashion Week in Berlin, which runs through to July 9. Doug MacLaurin, Reuters.