COMMUNICATION EXPERT INTERVIEW KIKI ALBRECHT
Kiki Albrecht is a Creative Communication Consultant based in Berlin. With a deep understanding of the fashion and luxury industry, she creates impactful communication strategies and media relations for the unique needs of her clients. Drawing from a rich professional network of publications, opinion leaders and creative experts in Germany, she translates brand stories in effective on- und offline experiences in the cultural field of fashion.
How has the Berlin fashion scene evolved since you started working in the industry?
I think the city and the term “Berlin Fashion Week” have been on their own roller coaster ride. It’s now at a point where the city of Berlin is more involved with the Senate, especially thanks to the work of the Fashion Council in the background. The creative and, above all, the fashion industry are important factors for Berlin, for which responsibility is assumed now. I also think it is important that runway shows and those who take part in the Fashion Week concept are professionally curated. I believe it is the only way to create a serious and reputable platform that is also taken seriously beyond our own industry. And it’s important that more established names like Rianna+Nina or William Fan are still showcasing here alongside new and upcoming labels.
From a PR perspective, what do brands need to do to stand out/make an impact these days?
Personally, I think it is important to be unique, have a contemporary design and a sustainable approach, and surprise when it comes to a show, with the collection as well as the presentation. In Berlin, we don't have the big names like they do in other fashion capitals to which all guests want to go without restriction. We have primarily younger and new labels, so they have to attract the press and the industry with interesting locations and innovative concepts and then have to convince them with a strong collection. I recommend focusing on quality rather than quantity in the collection, the presentation, and the selection of guests.
What are you most looking forward to at the next Berlin Fashion Week?
Without the Premium fashion fair, the focus will once again be placed even more on the city's creative talents. They now have to show what potential they have. I hope this will translate into more unique and at the same time highly professional presentations. It’s exciting to witness the impact of this on the image of Fashion Week itself and Berlin as a city.
What are your favorite spots in Berlin to shop/explore fashion?
The new William Fan store and the really well-curated April First concept store, both located in Mitte. At Ku’damm, I like shopping at the new Apropos shop and KaDeWe. Nella Beljan Gallery is great to explore new designers, Andreas Murkudis, and Voo Store are the places for a guaranteed good selection.