Remember that I told you about the Bread&Butter by Zalando Trend Show, taking place in fashion capital Berlin in two weeks? Well, good news! One of the thirty represented brands will be MINIMUM, a Danish clothing brand established in 1997 and breathing a style that can be described as urban, contemporary and Scandinavian simplicity.
From 2 till 4 September, visitors can expect a different type of fashion fair, which will be much more focused on the end consumer. MINIMUM will give them a look into the brand’s universe and invite them to see a little part of this bigger whole during the 3-day B&&B event.
At the fair, each brand will have a ‘booth’ which will represent the vision and background. MINIMUM will be opting for an urban and cool minimalistic look, again similar to the brand’s DNA. At this installation, consumers will be given the chance to design their own MINIMUM T-shirt, drawn from their ideas by a local Berlin’ artist. You will be able to choose from a wide range of fits and colours, the artist will cut the design from your choice from flexfoil, arrange and hotpress them on a shirt in your size. After cooling down, the Tee will be all yours! This unique experience will be captured by a photobooth.
When I asked the creative director about MINIMUM’s key trends for the upcoming F/W season, I learned that the collection will be all about the Seventies (a big cheer for that!), native prints and lots of urban attitude.
Curious for more? Find out all about MINIMUM on http://minimumfashion.com