Berlin, February 8, 2024 – With an impressive focus on sustainability, the Natascha von Hirschhausen label has set new standards for the development and maintenance of sustainable fashion. Instead of a classic runway presentation, the label opted for an interactive format in its own store.
Natascha von Hirschhausen’s philosophy
Natascha von Hirschhausen’s vision is to go beyond the circularity of her products and to develop and implement zero-waste solutions. While traditional fashion companies struggle with up to 20 percent material waste when cutting their garments, they have reduced this waste to less than one percent. In addition, she only uses sustainable, natural materials and produces her entire collection locally and regionally. The aim is to bring about a radical change in the production and consumption of fashion that has a proven positive impact on people and the environment.
FASHION AND REPAIR
As part of the Studio2Retail program, a remarkable program on fashion and repair took place in the Natascha von Hirschhausen store during Berlin Fashion Week. A sashiko workshop with Keiko Oboshi took place from 5:00 p.m. to 6:30 p.m. Afterwards, a panel discussion in German took place from 7:00 p.m. to 7:45 p.m. The evening ended in a relaxed atmosphere with live music and drinks and lively discussions about the future of the industry.
Learning by Doing
Keiko Oboshi’s workshop aimed to get the participants excited about the topic of repair. Von Hirschhausen is convinced that this is the best way to bring about change: “Learning by doing”.
Sashiko is a traditional Japanese embroidery technique originally developed for repairing and reinforcing garments. With this technique, tears, holes or weak spots in the fabric are bridged and stabilized with firm, even stitches. Repeated sewing creates geometric patterns that are not only functional but also aesthetically pleasing. Sashiko can not only be used to repair items, but also to beautify and individualize items of clothing. The workshops are always fully booked very quickly and there are already waiting lists. The format is therefore very popular.
EXPERT OPINIONS ON THE TOPIC
The subsequent panel discussion took place next door in a gallery. The panel was moderated by Stefanie Barz, co-founder of the repair and upcycling platform Loop Look, who made the discussion lively and inspiring. Viola Wohlgemuth, resource conservation and circular economy activist at Greenpeace, led the discussion and emphasized the need to combat overconsumption and the negative effects of the fashion industry. Thimo Schwenz Feier, former exhibition manager at the sustainable trade fair Neonyt and current manager of the Conscious Fashion Store on Potsdamer Platz, reported on his ambitions and experiences with the repair options offered there. He highlighted how these repairs can help extend the life of garments and reduce the fashion industry’s environmental footprint. Natascha von Hirschhausen, known for her unwavering focus on sustainability in her fashion label, presented her zero-waste solutions and emphasized the importance of repairs as an integral part of sustainable fashion practices.
SUCCESS AND OUTLOOK
The event was a complete success and an important step towards greater awareness of repair and sustainability in the fashion industry. Although the workshop was already fully booked, those interested could be put on a waiting list in order to get a place. The event took place in the gallery next to Natascha von Hirschhausen’s shop in Q 205 and was supported by numerous partners and sponsors such as Berliner Sparkasse, Fashion Council Germany, Studio 2 Retail and Berlin Fashion Week.
Author: Charlotte Golz – Photos: PR