SCHAAF – Don’t Tell The World That We Know – SS/AW 2012

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MIRIAM SCHAAF is young fashion designer based in Munich, Germany and name behind label SCHAAF. Finished studies of fashion design, AMD, academy for fashion and design in Munich.  She started her own brand under same name in 2008. SCHAAF is divided into three continuous sub collections:
1.) Image Collection (released once a year for summer. It’s defined by clear structures which grant various possibilities of combination due to excentric Design somewhere in between avantgarde and elegance.)
2.) Online Store Collection (made exclusively for eCommerce and a small number of shops.)
3.) I REALLY DON’T KNOW Series (also sold through online store, as well as in Munich shops. The phrase symbolizes an inner conflict for a whole generation. It’s lack of orientation in a world of stimulus satiation.)

For the SS/AW Collection 2012, SCHAAF has created five protagonists for a fictitious apocalyptical film: the Soldier, the Escapee, the Dandy, the Saint, and the Mutant. These five figures live in a menacing environment, but their clothing provides them with the possibilities of defending and protecting themselves. Each character has a double persona: it can be either authentic and vulnerable, or dangerous and malicious. In this way, ten outfits in both light and dark shades have been developed. The materials used are cotton, leather, jersey, silk, and nylon.

References: SCHAAF


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