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Chase Elliott Hendrick Motorsports Team Collection Heather NAPA Shirt . Neudeutsch is another format that is committed to presenting German designers internationally. The format, put together by trend expert Julian Daynov, presented itself for the first time in January at Pitti Uomo. After positive feedback at the menswear trade fair in Florence, the format, which presents brands based in Germany and wants to help them above all with their commercial growth, developed into a traveling concept.The second edition took place at the beginning of August at the CIFF fashion fair in Copenhagen, with even more brands. In the future, one wants to return to Florence, but also be present at other international trade fairs, says Daynov. For example, trade fair organisers from Asia have already contacted him. This will allow Neudeutsch to present its designers to a broad audience of “aesthetic decision-makers and business magnates” who can contribute to their commercial success.”It is very satisfying to see how some of the most influential incubators for truly great fashion businesses – trade shows like CIFF and Pitti Uomo – appreciate what contemporary German design brings to the global lifestyle retail market as a claim and aesthetic signature,” Daynov told FashionUnited. “Often seen as the ‘underdog’, it now enjoys the international attention and affirmation we could never really establish locally.”

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German design Chase Elliott Hendrick Motorsports Team Collection Heather NAPA Shirt . therefore seems to be much better received internationally than on the domestic market. In Germany, a “relatively bourgeois image” quickly arises with the assortment of retailers such as Karstadt and Peek & Cloppenburg and functional fashion, says Neugebauer. But in order to break through internationally as a German brand, it is much more important how it is perceived there. For example, people in Japan have a completely different image of ‘Made in Germany’ than in Germany, explains the creative lead of Reference Studios. “It has always been a breeding ground for design.”Daynov, who himself once worked as a buyer for the American luxury department store Saks Fifth Avenue, is convinced that projects like Neudeutsch are bringing about a change in Germany itself. The fashion industry, but also consumers, are thus encouraged to become more interested in local design. According to him, German design does not lack talent, but rather “good PR” – one of the reasons why he created the format and offers up-and-coming designers from fashion and other sectors this international platform.”By now, we all should have learned and understood that building communities and providing open exchange, synergies and real support enables so much more than closing off, being secretive and cooking in one’s own juice,” says Daynov.According to the trend expert, visibility and success are primarily determined by non-organically generated popularity and influence. It is therefore crucial to join forces around those who have the talent and vision “to get into the spotlight of big players, big recognition, big news, big success and hopefully big profits.”