The Fashion Industry Bears a Great Responsibility: Interview with Lena Hoschek
- says designer Lena Hoschek, whose label of the same name, is celebrating its 15th anniversary this year.
In addition to major trade fairs such as the “Seek” or “Premium”, the Berlin Fashion Week at which you usually present your collection, was also canceled. How do you feel about this decision?
I think that what everyone has learned in the past few months, is that interim solutions have to be provided. If it is not possible to open the stores and necessary to keep them closed in the short term, interim solutions must be presented at the same time that enables people to earn money. The same applies to Fashion Week. If the shows are canceled, alternative concepts have to be presented to showcase the designs in the best way possible.
The concept of fashion shows as a form of presenting collections is being reconsidered. Does fashion need them, or are there alternatives?
There are always alternatives, but in the end, each label has to decide for itself which concept most closely corresponds to what it stands for. However, I believe that the given occasion has caused many fashion labels to rethink the status quo.
As a businesswoman, how have you dealt with the challenges presented to you by the past few months?
With many personal conversations, discussions, and meetings. There were so many different points to consider. A large part was, of course, the fear and uncertainty on behalf of my employees, suppliers, and customers. It is extremely important to be confident and to radiate confidence. We became particularly focused on our online store when over-the-counter sales ceased. Demand was met at all times. The fittings for the upcoming spring/summer collection are currently ongoing at our studio and fortunately have not been affected either. The production of the upcoming autumn/winter collection is currently in full swing.
How was the time for you personally?
It was very challenging. Especially as a pregnant woman nearing the end of my term, crisis management was very stressful for me, so close to my due date. However, I am a very optimistic person and have always tried to have positive thoughts and to look to the future with confidence – even in light of this extreme situation.
The current state of change in fashion has already been briefly mentioned. Which measures do you see t and how radically must the change be?
I liked the many “shop regional and local” initiatives and the strong cohesion that was felt during the crisis. I believe that during this time, many consumers made more conscious purchases. I would like this change in attitude to continue because I think it is important that you always critically examine your buying behavior and consume consciously. The fashion industry bears a great responsibility when it comes to climate change and also an enormous social responsibility. As a designer, I stand for slow fashion and sustainability. For timeless designs, natural materials, high-quality workmanship as well as social responsibility, and waste prevention. These values have always been very important for my brand.
