The link between fashion and neon is so evident in contemporary lifestyle that sygns’ involvement in this year’s Berlin Fashion Week was a matter of allegiance towards modern culture.
Since the use and function of neon in fashion has developed considerably since its introduction into 20th century advertisement strategies, we have shaped sygns’ presence at Fashion Week so as to present the diverse ways in which neon can engage with fashion today.
Neon generally constitutes part of the mise-en-scene around fashion items, as is demonstrated by its omnipresence throughout Fashion Week: in the new collections, in the labels’ signboards and even the haircolour of some guests. At the Premium fair, where fashion constitutes the entire context, we kind of turned the relationship around. Having set out our neon creations in the Official Business Lounge of the fair in a context that offered a break from the bustling surroundings, the neons naturally emerged as fashionable objects in their own right, manifesting neon’s evolution from a means of communication without an inherent value, into a design object with self-defining worth.
AROUND THE FAIR
A huge thank you to our food sponsors Brammibal's Donuts, ManuTeeFaktur, Our/Berlin Vodka, QuitoBerlin, Propercorn, BRLO and Schiller Backstube!