Der Zeit, a new daily magazine for Berlin fashion week, sponsored by Mercedes-Benz.
Whether your taste runs more to Escada (the German fashion powerhouse whose exhibition “A View on Fashion 1978-2009″ is currently on at the Bode Museum) or to Peaches, the divinely raunchy singer who rocked the Club Berlin party last Thursday, kicking several glasses of God knows what onto me from the stage, there was a lot going on in Berlin last week.
Of the many art and design shows in town, the talk centered mostly on Rirkrit Tiravanija, who hosted the opening of his new show at the Galerie Neugerriemschneider with a BBQ in the courtyard, and on the Alex Wiederin show “Alles Liebe” at Contributed.
But it’s fair to say that a lot of the buzz in town was also reserved for Der Zeit, a new daily magazine that was passed out during fashion week. Of course, Der Zeit featured the requisite images from the runway and the red carpet, but it also became an essential compass for navigating the city, offering interesting perspectives on Berlin’s art, culture, architecture, design and fashion scenes.
In addition to introducing visitors to artists like the duo AIDS 3-D, Der Zeit also included stories on everything from the 10th anniversary of the Helmut Newton superbook “Sumo” to a cover story on centerfolds and another on objects inspired by the 1974 Lamborghini Countach.
Colorful, vibrant and interesting, with submissions from a host of local and international contributors, it was as if Monocle magazine and Fashion Daily had produced a love child delivered by a cool German art director. What makes Der Zeit even more special is that it was bankrolled (at the last hour) by Mercedez-Benz, the official sponsors of Berlin fashion week.
“What’s cool about our project is that we have Mercedes as a sponsor but not as a publisher,” said Michael Ladner, one of the managing editors. “So nothing is censored and we can be as weird and experimental as we want. We know the limited relevance of Berlin fashion week in the industry, so we decided to expand our coverage beyond the catwalk to the unique cultural character of the city.” And not a minute too soon.
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