Fashion Style

German fashion house Marc Cain goes virtual for new collection launch

German fashion house Marc Cain opted to show its new collections rather differently this week, staging a virtual Fashion Show on YouTube Premiere, accompanied by a small streaming event in Berlin.

The light-flooded, ultra-modern Marc Cain headquarters at the Bodelshausen production site set provided an architectural stage for the new fashion show experience.

Alongside the media and trade representatives, customers also followed the live broadcast, each with an exclusive ‘seat’ in the front row. 

“I can very well imagine expanding this new direction in the future…”

German actress Jessica Schwarz dressed by Marc Cain

Helmut Schlotterer, Chairman of the Board, Founder & Owner of Marc Cain, says this new approach could represent the next evolution of fashion shows. “I can very well imagine expanding this new direction in the future,” he said.

“All in all, the importance of digitisation has been boosted significantly in recent months due to the current situation. Six months ago, a digital fashion show was not an issue for us. In January, we had a catwalk show in Berlin as part of Fashion Week. Now we have created a fashion film within a very short time, and it was a complete success.”  

Inside Soho House Berlin for the Marc Cain Collection stream

The streaming event in Berlin took place on a smaller scale in the cinema at Soho House. Guests included the actresses  Jessica  Schwarz,  Nilam  Farooq and  Gizem  Emre.

A limited-edition shirt with the matching slogan ‘The sky is the limit’ was released exclusively to accompany the digital Fashion Show. It’s currently available in the Marc Cain online shop.

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