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Fashion Goes on Tour : Clemens en August

These days you can’t afford to be ordinary. Luxury brands are having a hard time keeping their minimal brick and mortar shops with snooty sales assistants (can’t we just look?) open as we all start shopping online, and looking for deals on places like Gilt, the competition gets stiffer by the second. This past fashion week, we’ve seen how designers are trying to cope by substituting fashion shows with presentations resembling multimedia events or performance art shows… nowadays luxury brands might be skipping fashion week altogether and like Clemens en August skipping the traditional retail scheme all together.

Clemens en August founder, Alexander Brenninkmeijer (pictured left) started this line after his  business partner Kostas Murkdis left Munich for Berlin. Instead of just carrying on the same way, Alexander decided to stay with luxury fashion, but make it available at more affordable prices, for a limited time. Clemens en August goes on ‘tour’ like a rock concert  to ten cities all over the world. For two days they set up shop in an art or design gallery, an art museum, there you can shop, at a fraction of the price if it were available in a regular boutique or department store, it’s still not cheap, but the quality is just lovely, the clean lines, minimal fashion, many of the pieces perfect foundations for effortless chic. They’re able to do this because they don’t have rent, they don’t advertise, it’s all spread by word of mouth, and they’ve developed in the last few years a cult following with bands like Franz Fernindad and celebs like Sienna Miller and Lilly Cole.

I really like the collection, it’s a bit more subdued than what I normally wear, more elegant… is more like it, as I tried on a few pieces, like the cape which is available in black, plaid, watercolor, grey… and I think salmon, it was perfect, so nice, I almost walked out with it.

It was also nice to finally get out of the house, and meet with local bloggers, like Jerome from La Liste des Desderata and Judith from Frankfurt Fashion as well as Ulrich from fashionfreax (who I couldn’t get a photo of…) Initially I thought I’d stay maybe 30 minutes tops, but everyone was so nice, I stayed much, much longer. I was also taken by how approachable Alexander was… which is very refreshing.

Here are the ‘tour dates.’ Opening times 11 am - 8 pm.

FRANKFURT • DESIGNFFM, Hohenstaufenstraße 13-27 - Fri. 27, Sat. 28 March
VIENNA • MAK, Weiskirchnerstrasse 3, 1.Bezirk - Thu. 26, Fri. 27, Sat. 28 March
COLOGNE • Kölnischer Kunstverein, Hahnenstrasse 6 - Tue. 31 March, Wed 1, Thu 2 April
ZURICH • Galerie Eva Presenhuber, Limmatstrasse 270 - Thu. 2, Fri. 3, Sat. 4 April
LONDON •  20th Century Theatre, 291 Westbourne Grove , Notting Hill -Thu. 2, Fri. 3, Sat. 4 April
TOKYO • Eye of Gyre, 5-10-1 Jingumae, Shibuya-ku - Thu. 16, Fri. 17, Sat. 18, Sun. 19 April
BERLIN • Sprüth Magers, Oranienburger Strasse 18 - Thu. 23, Fri. 24, Sat. 25 April
HAMBURG • Produzentengalerie, Admiralitätsstrasse 71 - Thu. 23, Fri. 24, Sat. 25 April

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9 comments for “Fashion Goes on Tour : Clemens en August”

  1. The tour thing sounds really cool. I would like to see more brands going this route.

    That cape is adorable, by the way!

    Posted by Beka | March 28, 2009, 6:41 am
  2. How cute are you!

    Posted by WendyB | March 28, 2009, 9:02 am
  3. What a cool idea. I wish they were coming to my side of the ocean…

    Posted by Meg | March 28, 2009, 10:29 am
  4. Oh. I would have loved to be there. Met Uli her in Berlin on his way to Frankfurt und Judy already told me that you all met. So nice. I really like the picture of Alexander Brenninkmeijer.

    Posted by mahret | March 28, 2009, 10:39 am
  5. ❤ beka, me too… i didn’t realize how cool of an idea it is, but it’s a good one, that way you have a better chance of getting stuff not many people have…
    ❤ wendy, aw thanks, my smile isn’t nearly as bright as yours though
    ❤ meg, hopefully they’ll be able to expand their tours… one day!
    ❤ mahret… we missed you too! your name did come up… next time!

    Posted by jennine | March 28, 2009, 2:06 pm
  6. what a nice post…. and it was such a nice evening…

    Posted by judith-christina | March 29, 2009, 7:31 am
  7. You look as adorable as ever, Jennine! x

    Posted by Frankie - Swell Vintage | March 29, 2009, 2:27 pm
  8. [...] von Clemens en August der “most important fashion event” überhaupt (mehr dazu auch hier). Und ich war nicht da, [...]

    Posted by Die Woche (VIII) | Pflasterstrand | March 31, 2009, 3:28 am
  9. it was nice to me you there and here again ;)

    Posted by Uli | April 9, 2009, 12:10 pm

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