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Magazine

STYLE | 10.03.2015

On Site: Allude at Berliner Mode Salon

An elegant room, fit for a queen. But instead of ancestral portraits there are 24 giant HD screens hanging from the walls, showing the finest in cashmere couture by Allude. The featured models seem to pass through the entire space. Buttons in front of each display put visitors in the director’s chair at this high-tech fashion installation at the historic Kronprinzenpalais in Berlin. Each moving image opens up new surprising perspectives on the Allude Pre-Fall Collection 2015 – in high-definition, almost close enough to touch.

With this extraordinary fashion show as part of the Berliner Mode Salon (“Berlin Fashion Salon”) creative director Andrea Karg proved once again how modern, exciting and interactive cashmere fashion can and should be. The inspiring fusion of high fashion and high tech was jointly developed with innovative creative agency The Workers from London and especially designed for the event at the Kronprinzenpalais.

At the same time the Allude founder wanted to support the event’s mission with her brand’s participation in the Salon, a brainchild of Vogue editor-in-chief Christiane Arp and Marcus Kurz, founder of creative company Nowadays Germany: “Although we currently only show our collections in Paris as part of the official Prêt-à-Porter schedule, we don’t turn our back on Germany as a hub for fashion. My hope is that the Berliner Mode Salon represents a strong, positive signal for an international audience to be excited about fashion made or designed in Germany.”

Photos: Stefan Kraul/Allude