As it is Berlin Fashion Week from July 8 to the 13th, we have chosen to feature a young woman tasked with getting Berlin’s fashion’s hippest and brightest out in the world. Sevil Uguz runs the fashion-forward store and PR agency LNFA (Live Networking for Fashion & Art) that champions young designers in their fabulous store/PR agency in the funky Bikini Berlin. She started her career as a editor in chief of a Blogzine named Bloggers Melting Pot.
Here’s Sevil to fill us in her concept and Berlin Fashion Week.
Tell us about your company and what you do?
We’re run as a shop, event platform and agency for young fashion designers. The LNFA Shop cherry picks the best designers such as Esther Perbandt, Ewa Herzog, Aurelia Paumelle, and Trippen. We support young fashion designers with our work in sales, public relations and advertisements.
Who are your clients and bit about them?
We have a mix of clients – young and older, hipsters and tourists, who love seeking out new fashion. For some, it’s first time they discover this kind of designer clothing. We serve the kind of people who love a lot of diversity in their wardrobes. We give them the option to jump on board with the young designers before they get too famous!
Is there a Berlin style?
The three words I’d use are brave, innovative and always changing.
Tell us a bit about your store at the Bikini House and how it came about?
I was asked to open the store. We have lots of events and the idea was to build a platform to showcase the newest trends and fashion designers.
How has the fashion scene changed over the last few years as Berlin has become a fashion hub?
The Fashion scene is getting harder. As a PR Agent I know there is a huge amount of talented competition. The biggest problem is that building the scene when many the upcoming designers leave Berlin for London, Paris or New York. For example, Achtland and Patrick Mohr. Fortunately though, it’s such a creative city there are new fashion unknown designers in the wings.
What are you most looking to at Fashion Week?
What is the best party?
When you’re working it’s hard to say which is the best party. We usually only get a sneak peak of every party, as there is always another event waiting.
Has there been an influx of worldwide interest in the last few years?
There’s definitely a lot more interest from other countries and their fashion press. I meet a people from all around the world, during the last fashion week. With a lot of hard work, Berlin could be the next Paris for fashion.