The Sky is the limit: Under this motto the German traditional brand Marc Cain presented its first virtual Fashion Show on August 5th 2020. In addition to that event that you could follow live on Youtube Premiere, that digital event was accompanied by a small streaming event in Berlin. As you know from our reviews from previous seasons, Marc Cain usually presents its new lines during Berlin Fashion Week. However, now as times changed due to the pandemic, it was the first time the design team under the direction of Marc Cain‘s head designer Katja Foos, decided to show its collection online.
As location, the light-flooded, ultra modern headquarter in Bodelshausen displays the perfect architectural stage for this new form of fashion show realization. This time everybody can take a front row seat! The presentation starts with a fashion illustration that displays the first look. This sketch comes to live when the first model enters the runway. In addition to the presentation of the new line, the whole premiere gives interesting insights of the architectural beauty of the headquarter of the German traditional brand. The light- flooded and airy setting underlines the blithe, optimistic character of this line. Bright daylight can be interpreted as an ode to believe in your dreams and in a future in which everything is possible. The spacious, contemporary interior design underlines the mood of the creations of this collection. Clouds and sky motifs are repeatedly shown- the sky is the limit! On top of that, the models are taking the stairs and elevators up to reach the rooftop- the sky is the limit!
Matching the collections’ setting, this line comprises a bunch of highly desirable pieces with a feminine approach: blithe, playful floating dresses with eye-catching prints and voluminous silhouettes play a central role. Furthermore coats for any occasion must not be missing. A powerful and vibrant print choice radiates pure joie de vivre. Flower pattern are often used, they appear in various ways, for example on a contemporary suit. Overals are shown in different variations, some creations have a glamorous approach, whereas others are kept rather timeless. Of course everyday classics must not be missing as well, such as blouses, jackets, shorts and trousers. The detail- awareness of these looks definitely deserves devotion- ruffles, fringes, appliqué- details- we name it, this collection contains it all. A subtle shadow play is included in the presentation and reunites contrary elements – light and shadow. That creative play with contrary inspirations can also be noticed in the creations – classy themes are paired with modern ones.
The range of colours consists of a vivid summer cocktail of vibrant hues, such as tangerine, mint, fuchsia, violet, lemon and lime green. However classy nuances are often applied as well, for example sheer white, pewter, cognac, silver and night black.
All in all, the importance of digitisation has been boosted significantly in recent months due to the currentsituation. Six months ago, a digital fashion show was not an issue for us. In January,we had a catwalk show in Berlin as part of Fashion Week. Now we have created a fashion film within a very short time–and it was a complete success. Our futuristic headquarters in Bodelshausen as an architectural stage fits perfectly. I can very well imagine expanding this new direction in the future – explains Helmut Schlotterer, Chairman of the Board, Founder & Owner of Marc Cain
Additionally, the streaming event took place in a smaller circle in the cinema at Soho House. Guests included a handful of German celebrities that comfortably followed the show in cinema seats.
The limited-edition shirt “The Sky is the limit” that contains the quality stamp “painted & printed in Germany” has now been launched exclusively for the digital Fashion Show. You can purchase it in the Marc Cain online shop and in selected stores since its premiere on August 5th.
The fashion show ended when the models reached the rooftop of the headquarter and danced under the radiant blue sky – The Sky is the limit!
Review by Sussan Zeck for D’SCENE Magazine.