The German word Heimat – “native country”, “native area”, “home”, “home country”, etc. – can conjure up very specific associations, thoughts and feelings. So how can this highly emotive theme be expressed in fashion and design? This will be demonstrated by 60 young designers at Tendence 2019 from both within and outside Germany – students and newcomers who have made it into the final of this year’s Frankfurt Style Award. The award, which honours projects in the areas of fashion and lifestyle, amounts to a total of EUR 10,000.
Running under the motto “Heimat 4.0”, contestants submitted their fashionable interpretations of three lifestyle worlds: Urban, Adventure and Earth. Inspired by the Style City in Hall 8.0, the contest follows a structure according to lifestyle and target group. The award forms part of the new concept at Tendence, demonstrating fashion in a wide range of different facets that can be used by retailers in their retail design, while at the same time illustrating the wealth of meaning underlying the German word Heimat.
20 finalists have been selected for each of the three areas by an interdisciplinary jury of experienced professionals. This year’s patron of the contestants and honorary chairwoman of the jury is the French stylist and fashion designer Chantal Thomass. The lady with the striking black bob is particularly well known among fashionistas for her extravagant collections of lingerie. “I’m very pleased to be part of such a highly professional and international jury for this prestigious talent contest. Among those who applied for the Frankfurt Style Award 2019, the best 60 newcomers in fashion design have now made it through the first round, representing 34 schools and five continents. It will be a major task to determine the winners of these highly-valued prizes,” says Thomass.
An afternoon filled with fashion and design
The final round of the Frankfurt Style Award will be held in Hall 8.0 on 29 June, the first day of the trade fair. The creative designs of the young professionals will be demonstrated live for the first time from 14:00 hrs, at three successive fashion shows. They will be accompanied by the Canadian singer Cindy Gomez, who is also this year’s official ambassador for the Frankfurt Style Award 2019. The award ceremony will be held on the stage of the Tendence Academy at 17:00 hrs. Then, towards the end of the day, all finalists, visitors, exhibitors and journalists are warmly invited to the Tendence get-together. This year’s Frankfurt Style Award will conclude in style for all finalists and invited guests with an invitation to the Kaisersaal – the Emperor’s Hall – at the Römer, the city hall in the old town.
Tendence will be held from 29 June to 1 July 2019.
Schedule: Final of the Frankfurt Style Award, 29 June 2019
|14:00 hrs||Top 20 Urban Show||Urban Marketplace
Hall 8.0 D70
|15:00 hrs||Top 20 Adventure Show||Adventure Marketplace
Hall 8.0 F86
|16:00 hrs||Top 20 Earth Show||Earth Marketplace
Hall 8.0 H40
|17:00 hrs||Award Ceremony||Hall 8.0 C10
(Stage of the Tendence Academy)
|18:00 hrs||Tendence Get-together||Portalhaus, East Side|
|20:00 hrs||Festive Reception||Kaisersaal Hall at the Römer|
Tendence – ideas for the future of the retail trade combined with the must-haves of the season
Logically arranged by retail channel, lifestyle and target group, Tendence (29 June to 1 July 2019) takes its cue from the needs of consumers. It therefore enables retailers to compile their product ranges in a highly focused manner and to implement them in their own stores, ensuring the success of their business. As a consumer goods trade fair, Tendence demonstrates the latest trends and products in interior design, home accessories, gifts, jewellery, fashion and lifestyle. Retailers benefit from a wide range of inspirations to support their sales as well as a powerful complementary programme. Tendence is the platform for new products, presenting trends for winter and Christmas. At the same time, it is a good opportunity for anyone wanting to place orders in good time for their spring and summer collections.
On the web
Further details and images in print quality can be found at https://tendence.messefrankfurt.com/frankfurt/en/press.html
Background information about Messe Frankfurt
Messe Frankfurt is the world’s biggest trade fair, convention and event organiser with its own premises. It employs a workforce of 2,500* at 30 sites and generates an annual revenue of around EUR 715* million. Thanks to far-reaching ties with the relevant sectors and an international sales network, the Group provides effective support for its customers and their business interests. By offering a wide range of services, both on site and online, Messe Frankfurt gives its global customers a consistently high level of flexible support in planning, organising and running their events. This wide range of services includes renting exhibition premises, trade fair construction and marketing, human resources and food services. The Group has its head office in Frankfurt am Main and is owned partly by the City of Frankfurt (60%) and partly by the State of Hesse (40%).
Further details from: www.messefrankfurt.de
* Provisional key figures for 2018