From digitalisation and diversity to lifestyle and Frankfurt Fashion Week: during Neonyt On Air from 13-17 July 2020, the organiser, Messe Frankfurt, together with a whole host of brands and partners, has been giving valuable insights into topics currently facing the sustainable fashion sector.
“Neonyt On Air has shown us that there is an enormous need for communication and exchange in the fashion industry, as well as a huge motivation to drive forward change together. We’re already looking forward to the next physical edition of Neonyt next year. It has also become clear that fashion thrives on personalities, showcases and inspiration. Digital formats can accompany this, but not fully replace it,” says Thimo Schwenzfeier, Show Director of Neonyt at Messe Frankfurt.
Digitalisation as a booster for the fashion industry: rather than replacing face-to-face communication, it is helping to sustain and develop the business activities of brands, especially in the current circumstances. Talk guests Anna Franziska Michel, CEO and founder of Yoona Technology, Lena Blume van Treeck, Client Engagement Manager Europe at Browzwear, and Saydou Bangoura, CEO and founder of The Brand Show Circular, all agreed that digital tools will continue to fuel sustainability and quality in fashion in the future. They see the biggest potential in aligning designs and production quantities even more closely with actual customer requirements.
In their talk, Nicoline Woehrle, Head of Communication at natural cosmetics brand Dr. Hauschka, fashion stylist and co-founder of the Fashion Council Germany Claudia Hofmann and content creator Julia Dalia appealed to the sense of responsibility of the beauty and fashion industry with regard to diversity and the power of the individual. In order to make diversity a reality, mindful awareness, according to Julia Dalia,
is essential: “A lot of companies are reacting quickly but not taking the time to provide proper answers. Especially on social media. It only takes a few seconds to post a black square or a feminist statement. But for me, a company that isn’t willing to risk anything to make a real change simply isn’t credible.” Diversity is an integral part of Dr. Hauschka’s brand identity. Rather than skin types, genders or age groups, their products are oriented towards a person’s individual skin structure and complexion. For Claudia Hofmann, authenticity in the form of individuality and personality is at the focus of her work. When selecting models for the Neonyt Fashion Show, for example, diversity happens naturally and not by blatantly including people of colour or models from different cultures to prove a point.
The coronavirus has dramatically highlighted the vulnerability – and its repercussions – of global supply chains: textile workers in several production countries became stricken by poverty overnight because fashion companies were cancelling already confirmed orders from the factories. And collections were not delivered or sold, resulting in enormous losses for fashion companies. With the #fairbylaw petition. According to Mandie Bienek from the Fashion Council Germany, we should question the way in which business is done in general – not just in the fashion industry. A responsibility that fair fashion pioneer Hessnatur has been committed to since the beginning: “When we all stop exploiting the environment and start to live in balance with nature – we will create a better tomorrow“, says Kristin Heckmann, Head of Corporate Responsibility.
In January 2021, the Premium, Seek and Neonyt tradeshows will be taking place one more time in Berlin before becoming part of Frankfurt Fashion Week from summer 2021. As well as video statements from Messe Frankfurt, Neonyt and the City of Frankfurt, during Neonyt On Air Anita Tillmann, Managing Partner of the Premium Group, and Olaf Schmidt, Vice President Textiles & Textile Technologies at Messe Frankfurt, announced further details about the concept of Frankfurt Fashion Week. One thing’s for certain: “With the move to Frankfurt and the concept of Frankfurt Fashion Week, we are making the most of the opportunity to completely redefine the idea of a Fashion Week,” says Anita Tillmann. “Digitalisation and sustainability will continue to be the key pillars of the concept,” adds Olaf Schmidt.
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