WATCH: A number of upstart designers from central Europe are elbowing their way to the top of global fashion as they target lucrative markets such as China and the U.S.
Yet the company is just one of a number of upstart designers from central Europe elbowing their way to the top of global fashion, showcasing their collections on the catwalks of London, Paris and New York as they target lucrative markets such as China and the United States.
Other ready-to-wear designers that have emerged from central Europe onto the global scene include Slovakia-based Nehera, worn by Hollywood stars Keira Knightley, Tilda Swinton and Marion Cotillard, and Poland's Magda Butrym, sported by Megan Fox and Hailey Bieber among others.Instagram and other online platforms which help young, independent designers outside of international fashion centres to be seen by a global audience hungry for something different.
Central Europe boasts a long tradition of craftsmanship in the textile industry dating back to the First Republic era between the two World Wars when the region was an epicentre of culture and design. "We started with showing in Paris ... but Instagram is something that really opened the door for brands from countries that are not really on the fashion map at all," Polish handbag-maker Chylak founder Zofia Chylak told Reuters.
“But we significantly increased orders to South Korea and China and were growing during the pandemic.” Scandinavian brands such as Acne Studios, Ganni and Toteme show how firms from a small region outside the fashion capitals can establish themselves, according to Berg.
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