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JOOP!
fall/winter 2009/10


The translation of automotive design into fashion

On 29th January 2009, the international designer brand JOOP! under the creative direction of Dirk Schönberger presented a combined show of the JOOP! women's wear and men's wear collections fall/winter 2009/10 during the IMG Mercedes-Benz Fashion Week in an impressive scenery by the Museum of Contemporary Art at the Hamburg Bahnhof in Berlin. The collections represent the translation of automotive design into fabrics and human bodies.

Video: JOOP! fall/winter 2009/10 during the Berlin Fashion Week on 29th January 2009, art direction Dirk Schönberger; by hobnox.com http://www.youtube.com/user/Hobnox. On occasion of this show, the new segment of the Men's Firstline collection, "Fashion Casual", a more casual and less formal array of styles, premiered.

On 29th January 2009, the international designer brand JOOP! under the creative direction of Dirk Schönberger presents a combined show of the JOOP! women's wear and men's wear collections fall/winter 2009/10 during the IMG Mercedes-Benz Fashion Week in an impressive scenery by the Museum of Contemporary Art at the Hamburg Bahnhof in Berlin. The collections represent the translation of automotive design into fabrics and human bodies.On 29th January 2009, the international designer brand JOOP! under the creative direction of Dirk Schönberger presents a combined show of the JOOP! women's wear and men's wear collections fall/winter 2009/10 during the IMG Mercedes-Benz Fashion Week in an impressive scenery by the Museum of Contemporary Art at the Hamburg Bahnhof in Berlin. The collections represent the translation of automotive design into fabrics and human bodies.The couturier's spirit for engines

The collections are inspired by the idea of a wind tunnel. Both, women's and men's wear have the 'racy' touch, sired by Arctic hurricanes. The pieces give you the impression that an engineer in collaboration with a couturier have been at work.

You can feel the applied ice-cold of steel. The designer has calculated purist patterns for giving the interplay of volume, proportions and contrast the most freedom. 'Abstract futurism' is a keyword which signifies the collections best.

fig.: JOOP! fall/winter 2009/10 during the Mercedes Benz Fashion Week at Hamburger Bahnhof on 29 January 2009 in Berlin, Germany. Photo by Florian Seefried/Getty Images.

On 29th January 2009, the international designer brand JOOP! under the creative direction of Dirk Schönberger presents a combined show of the JOOP! women's wear and men's wear collections fall/winter 2009/10 during the IMG Mercedes-Benz Fashion Week in an impressive scenery by the Museum of Contemporary Art at the Hamburg Bahnhof in Berlin. The collections represent the translation of automotive design into fabrics and human bodies.
Woman: The slim fitting, highly tailored combination of a pantskirt with a short, 'cropped' jacket and an Aluminium-like embroidered pullover create an ultra-feminine hourglass figure.

The women's wear treads the line between Bauhaus-esque restraint and expressive femininity. The main focus is on the interplay of contrasts between severity and softness.
On 29th January 2009, the international designer brand JOOP! under the creative direction of Dirk Schönberger presents a combined show of the JOOP! women's wear and men's wear collections fall/winter 2009/10 during the IMG Mercedes-Benz Fashion Week in an impressive scenery by the Museum of Contemporary Art at the Hamburg Bahnhof in Berlin. The collections represent the translation of automotive design into fabrics and human bodies.
Man: The aerodynamic power is cranked up by small rounded shirt collars, turtlenecks, and the lean silhouette of drainpipe pants.

Keywords for men in fall/winter 2009/10 are: masculine strength, intelligent aesthetics and self-referential, passionate eroticism.

The after-show party with music by the renowned German minimal techno DJ duo Burger & Voigt in the 360°-degree panorama bar Weekend, near iconic Alexanderplatz, hosted special guest from film (director Leander Hausmann), politics (Klaus Wowereit Mayor of Berlin), television (moderator Miriam Weichselbaum), art (collector F.C. Gundlach), fashion (model Eva Padberg)...


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 Dirk Schönberger, art director of JOOP!

Since 2007 Dirk Schönberger is the art director of the German label JOOP! (founded 1987). On Schönberger's site you can find his own collections from former years http://www.dirkschonberger.com/. "Neu Bauhaus" was the title of the first JOOP! collection under the art direction of designer Dirk Schönberger. https://www.fashion.at/collections/2008/joop1-2008.htm. After the JOOP! Menswear Show in Berlin's Olympic Stadium in January 2008 and the JOOP! Jeans Show in Berghain in July of that same year, JOOP! designed by Dirk Schönberger was now for the third time in Berlin.

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