On the last day of August, Marc Cain left the leopards on the runway and created a glamorous spectacle we had never ever witnessed before. The renowned German fashion brand celebrated its 50th anniversary in a highly spectacular way with everything focusing on the number 50. As motto, ‘A Summer Night’s Dream‘, was chosen. First of all Marc Cain was purely a knitwear brand. Nowadays the big fashion label is the market leader in the premium womenwear segment.
As location, the German traditonal brands’ headquarters in Bodelshausen, were chosen. When visiting the spacious campus with a logistic centre and outlet, Helmut Schlotterer‘s appreciation for architecture clearly shines through. With that impactful terrain, he fulfilled himself a lifetime dream. The highlight of this sophisticated evening was the large-scale fashion show, at which the exclusive anniversary collection was introduced for the first time. When Marc Cain invites, the guest list is usually a very prestigious one: when looking back to previous shows, supermodels like Tyra Banks, Eva Herzigova, Elle MacPherson and Alessandra Ambrosio were among the guests. Furthermore Hollywood stars visited the shows regularly, such as Katie Holmes, Hilary Swank, Andie MacDowell and Kate Bosworth. Then, a lot of German stars viewed the shows, such as actress Iris Berben and moderator Frauke Ludowig. This time, Hollywood actress Diane Kruger was invited as star guest of the evening.
Worth of mentioning is also the fact not only the glamorous collection and the most unique runway setting impressed the audience, but also the incredible ambience with its picturesque green surrounding. Marc Cain‘s signature pattern, the animal print, played a major role in this festive anniversary line. It is exactly this animal print that adorned the entire facade of the marquee as well as the idyllic garden with the lake full of blooming water lilies, reed, birch trees and fountains. Furthermore the exclusive terrace structure was displayed in leo style as well. This highly unique staging took the guests on a journey to a breathtaking world of leopard print. Due to this unique and fascinating setting, it was an evening we will remember forever.
The unforgettable highlight of the evening was the fashion show in the leopard print tent. The detail-awareness of the interior was one of a kind: for that purpose, the Marc Cain team transformed the room setup into an enchanted forest, with floating fireflies, lush plants and trees. The sparkling illumination underlined the highly sophisticated approach of this striking venue. The 50 models entered the catwalk from a golden elevator which was mysteriously hidden in a tree. As star guest, supermodel and actress Karolína Kurková opened the show. Her look consisted of a sparkling, incredibly glamorous dress that contained – you may guess it right! – leo print, of course. Golden jewellery and pumps emphasized the endlessly elegant character of this style. Karolína Kurková, which was named “The Next Supermodel” by Anna Wintour, has a career which sounds like a fairy tale: not only that she has graced over 50 Vogue covers, signed a modelling contract with Miuccia Prada at a very young age, she also received a star on the “Walk of Fame“. Moreover she could be seen in print campaigns for numerous famous fashion houses. In 2007, she was among the highest-earning models worldwide. During the 50th anniversary of Marc Cain, we witnessed her as an incredibly professional and very charismatic person full of energy and joie de vivre.
The anniversary collection was framed by the highlights of the Fall Winter 2023 line as well as a preview of the Spring Summer 2024 season. The models presented the anniversary line which contained of 50 pieces not on a 50 metres, but 70 metres long catwalk. For that festive occasion, Marc Cain gave a wide audience the chance to witness the show via livestream. In addition to that, they created “See Now Buy Now” events in the stores. That way customers from all over the world could shop the creations directly afterwards. In an emotional finale which was guided by the ‘Black Eyed Peas’ hit ‘I Gotta Feeling’ from their album ‘The E.N.D.’, Marc Cain founder, owner and Managing Director Helmut Schlotterer and supermodel Karolína Kurková entered the runway together. That way this unforgettable show ended with a golden confetti rain and an atmosphere that was incredibly joyful and blithe. Long standing ovations from the audience followed! Surely also for Helmut Schlotterer’s brilliant idea, to gift the company via foundations to his employees.
©Marc Cain GmbH
This evening has moved me deeply. Back in 1973, when I founded Marc Cain, I would never have thought it is possible what we have managed to achieve: Global player, pioneer in knitwear, stores and showrooms all over the world and No.1 in premium womenswear. The evening is the culmination of the last decades, which have shown me that there must be a vision at the beginning, the road to success is paved with innovation, technology and progress. Not to mention perseverance and the courage to realise even unconventional ideas – Helmut Schlotterer, founder, owner and Managing Director of Marc Cain.
Star guest Diane Kruger added totally enthusiastic: “I am very happy to be here tonight. The atmosphere and the whole production is great and the fashion show was stunning.” From her front-row seat, she was visibly impressed and inspired by the charming creations of Marc Cain‘s anniversary line. Interesting background information: The German-born Hollywood actress gained international fame in her role as Helen in the movie “Troy“. Since then she could be spotted in numerous, well-known international film roles, for instance in Quentin Tarantino’s “Inglourious Bastards“. For her acting skills in the movie “In the Fade” she was awarded as “Best Actress” in Cannes. Numerous other prestigious awards followed. It is exactly the same film director (Faith Akin) that will engage her for a five-part German series of ‘In the Fade‘ (“Aus dem Nichts“). In that series she will play the role of the film icon Marlene Dietrich.
The anniversary line is now available in stores and reflects the DNA of Marc Cain. The label dedicates the months September to November to its anniversary and celebrates it with a capsule collection, exciting collaborations and many other promising promotions. The line focuses on Marc Cain‘s signature leopard print and the specialized knitting expertise. The animal pattern can be noticed on dresses, jumpsuits, pencil skirts, pants, blazers, coats, shirts, tops, sweaters, sling- and mini bags, leggings and ankle boots. Pattern-wise the creativity of this line is sheer endless, it also comprises stripes, zebra prints and a pattern that reminds us of a painting. The range of colours is dominated by sophisticated metallic hues, such as gold and silver. Timeless tones play a major role too and are often applied as well, such as black, white, sand and beige. In addition to that, some fresh colours are utilized, for instance lemon, lime green, mint, emerald green, scarlet, vermillion, dark fuchsia, peach orange, sky blue, turquoise and bright purple. Soft nuances, such as rose, emphasize the graceful character of this line. When you looked at the runway, the metallic outfits sparkled and shined! What a dazzling celebration! Another must-have are classy blouses. They are often worn with a bow. However this accessory is not only combined with blouses, but also with quite a lot other looks. Worth of mentioning is also the detail-awareness of countless styles, for example they contain fringes, pleats, oversized pockets, cut outs or ruffles. Hats are preferably worn over-sized, high collars combined with the most elegant costumes are another highlight. The looks always stay wearable – in the most glamorous way.
©Marc Cain GmbH
For the 50th anniversary of the traditional brand, we would like to give our readers an insight into the history of the label. The success story of Marc Cain started in 1973 in Capri, Italy. Helmut Schlotterer stayed there after a year in Paris where he went for his studies in textile technology and business administration. At that time, the Italian island was very well-known for its outstanding knitwear. In this picturesque area which is situated in the Tyrrhenian Sea off the Sorrento Peninsula, on the southern side of the Gulf of Naples in the Campania region of Italy, Helmut Schlotterer found his inspiration for his own knitwear brand: Marc Cain was born.
Following my exams, I travelled to Italy to learn at the fashion companies there. Actually I only had one goal: to build up my own fashion brand. Back in Bodelshausen, Germany, I worked incredibly hard at the beginning because I really wanted to be successful. When the second collection really took off, I knew I had made it. – Helmut Schlotterer, founder, owner and Managing Director of Marc Cain.
From 1973 on, the premium womenswear label took a pioneering role with the first electronically-controlled kitting machines. Today, more than 390,000 knitting pieces are produced per year on 110 high-tech knitting machines in the ultra-modern production facilities in Bodelshausen, Germany. These capacities make the machine facilities one of the largest and most innovative in the European fashion sector. Additionally, Marc Cain also owns other European production sites for knitwear.
The success story of the brand speaks for itself: the brand currently employs over 855 people in Germany alone. The business includes 144 Marc Cain stores in 27 countries, 323 shop-in-Stores, 254 depot customers, 7 Marc Cain outlets, and 680 upmarket specialist shops in 60 countries.
The history of Marc Cain started 1984 with a menswear line. In 1988, the excursion into menswear ended, as the premium label wanted to focus more on the success and expansion of the very comprehensive women’s fashion.
The 90s, the era of the supermodels, have shaped Marc Cain as well. Supermodels such as Nadja Auermann and Linda Evangelista were not only working on a highly successful international level. They were also the campaign faces of Marc Cain.
The 2000s embodied a decade of expansion for the company, including a globally active circulation as well as international trade fair and show appearances. Every season the label concentrated on staging the brand individually and innovatively. For that purpose exciting trade fair stands and impressive fashion shows were created.
©Marc Cain GmbH
I am very much looking forward to our anniversary year! It is now 50 years since I set off for Italy. In my bag, I had packed a vision and the will to create something special. And that’s exactly how Marc Cain came into being. Today, we are a global player with headquarters in Germany. We have developed from a knitter to a premium brand that inspires fans from all over the world. I am proud of what we have achieved together over the last 50 years. My thanks goes to everyone who has supported me during this time in making the Marc Cain brand a success story. – Helmut Schlotterer.
With the presentation of their 50th anniversary collection titled ‘A Summer Night’s Dream‘, Marc Cain stayed true to their signifanct style consisting of leopard pattern, playful prints and a strong, vibrant colour choice. Congratulations for such an unforgettable event and Happy 50th Anniversary, Marc Cain! We are wishing you only the very best for your golden future!
Review by Sussan Zeck for DSCENE Magazine
All Images Courtesy of ©MARC CAIN GMBH
