The usual Berlin traffic chaos on Potsdamer Platz one Tuesday evening in January. Cars pushing through the crossroads. Some heading for the Brandenburg Gate; others crossing Leipziger Straße in the direction of Berlin-Mitte. Or heading over Potsdamer Straße to the former West Berlin and Kurfürstendamm. The blinding lights of the Sony Center and the Marriott Hotel mirrored in the light sleet that spread itself over the streets. A hub of inner city traffic. A few neon signs announced the Berlin Fashion Week. This autumn/winter 2018 season, almost 100,000 industry visitors, celebrities, models and influencers once again travelled to the capital to witness this.
Traditionally, Marc Cain chooses unusual and impressive locations for his Fashion Week shows. This year, on Tuesday 16 January, the fashion titan from Bodelshausen welcomed his guests to the Potsdamer Platz underground station, with an atmosphere that was a blend of urban graffiti and an elegant lounge. It was very busy. On this Tuesday, however, there were no passengers rushing through the corridors. Above ground, on Potsdamer Platz, a huge Marc Cain balloon signposted the entrance. The Marc Cain guests took the escalators, which normally transport passengers to their platforms, to access the area created exclusively for this evening, a "members only" world, which was the motto of the evening and the name of the new Marc Cain collection.
A few hours before the first model was to float along the catwalk beneath Potsdamer Platz, there was not a single celebrity in sight. The backstage area was still the exclusive domain of the models and the secret stars of the evening: the La Biosthétique Hair- & Make-up Team. International Creative Director Alexander Dinter selected his Fashion Week team from the most experienced stylists of La Biosthétique salons all over the world. Within just a few days, they developed a beauty concept for the Marc Cain models, which perfectly emphasised the philosophy and look of the new collection. A few hours before the show, they were highly focused on getting more than 30 models ready at the same time. A gargantuan task that can only be completed by an outstanding team with a highly professional attitude when it comes to collaboration. Every step counts. With such little time to complete everything, the timing is crucial.
The trade press and audience agreed: this look perfectly complements the fantastically diverse, modern and innovative new Marc Cain collection. This enabled the harmonious completion of the new styles of our long-standing cooperation partner Marc Cain, turning them into a combined work of art.