An insight into a vibrant scene: portraits of around fifty innovative modern Swiss fashion labels

What kind of fashion exists without mass production, without Hollywood and international fashion weeks? In Switzerland, far from the international spotlight and the dictates of the major fashion hubs, small labels, collectives, and young graduates as well as established brands test their potential for greatness. Creative designers take initiative and position themselves in Berlin, join the fashion circus in Paris, or establish clever business models at home in Switzerland.

Wild ThingThe Swiss Fashion Scene, published in conjunction with an exhibition at Museum für Gestaltung Zürich, puts a spotlight on this development and the products resulting from it. The book picks up on current topicssuch as minimalism and the questioning of assigned gender identitiesthat shape designs, design concepts, and processes. Lavishly illustrated, it features looks and creations by important labels, selected outfits, textile inventions, and collection presentations. Together with brief interviews, portraits of individual designers, and text contributions, Wild ThingThe Swiss Fashion Scene is a highly attractive snapshot of Switzerland's creative and vibrant fashion scene.

In addition, the book contains links to short print-in-motion videos, which can be watched by pointing a smartphone camera at the corresponding image. The videos offer portraits of designers, interviews with fashion experts, and contributions from fashion schools.

Labels and designers featured in the book:
After Work Studio, Alexandra Bachzetsis, AMOK, Amorphose, Bally, Bryan Colò, Calida, Cécile Feilchenfeldt, Christa de Carouge / De Niz, Christoph Hefti, Claudia Bertini, Claudia Caviezel, Collective Swallow, Emma Bruschi, En Soie, Fabio Prosdocimi, Forbidden Denimeries, Freitag, Garnison, Heinrich Brambilla, Ida Gut, Ikou Tschüss, Jacqueline Loekito, Jet Set, Julia Heuer, Julia Seemann, Julian Zigerli, Kandahar / KDH1932, Kazu Huggler, Kévin Germanier, Lela Scherrer, Lukas Wassmann, Mammut, Mode Suisse, Nathalie Schweizer, NCCFN, Ottolinger, Poplin Project, Qwstion, Rafael Kouto, Sonnhild Kestler, Stefi Talman, Thema Selection, TOKU Swiss Label, Vanessa Schindler, Velt, YVY

Actually, we don't have much to do with fashion, but WILD THING changed this indifferent attitude abruptly. Annegret Diethelm and Attilio D'Andrea, Tessiner Zeitung

A broader panorama of contemporary fashion from Switzerland is currently unavailable anywhere. Dietrich Roeschmann, artline.org

Autorentext

Karin Gimmi ist Kunsthistorikerin und Kuratorin am Museum für Gestaltung Zürich.

Christoph Hefti ist Designer und lebt in Zürich und Brüssel. 2009 wurde er mit dem Schweizer Grand Prix Design ausgezeichnet.