JOOP! Jeans - Futurism at Berlin Fashion Week

On July 17 JOOP! presented their latest jeans collection at an off-site location of Mercedes-Benz Fashion Week Berlin.

As some kind of a world premiere, which underlines the growing importance of Berlin Fashion Week, JOOP! presented the brand new colletions Jeans Men and Woman S/S 09 in Berlin.

Like during last Fashion Week Berlin, JOOP! again chose some unique Berlin loction to present their collection. What was called CUBE in the invitation for the catwalk was nothing more or less than some part of Berghain - one of the most famous clubs in the world.

Only a stone throw away from Postbahnhof, the location where the January Mercedes-Benz Fashion Week Berlin took place, the futuristic CUBE was setup inside of Berghain where you can hear the world’s best djs present their electro tunes at night. Therefore the perfect choice for a mens collection called “Electroma”.

Shirts and outdoorclothing are shortened regarding the length. Skintight jeans show every muscle and shirts with asian embroideries held together with karate belts signalize power and aggressiveness. Since Dirk Schönberger is in charge for the design of JOOP!, the jeans brand which tended to look decorous in the past now presents jeans which might even glimmer as if they were made of metal what underlines their futuristic character.

The name “Electroma” which one might see as a reference towards the successful electronic duo Daft Punk somehow could have been the motto for the aftershow party as well where Justice, who are unbelievably popular since about two years as electronic musicians, did one of their amazing live dj sets.

But before the aftershow party started there was as well the noteworthy women’s collection. Entitled “Supersonic Geisha” the futuristic appearance started with the uncommon headpieces. Of course it were the jeans that were the center of attention in the ladie’s collection, jeans or ultraslim drainpipes combined with “unsparing” tops. The tighter the tops, kimonolike wrap around blouses, the more generous the trousers. Again it was the contrasts which were so appealing.

Voluptuous, sensuous prints, flowers and asian ornaments, playful at first sight but taking a closer look you saw precise windings, artful heaps and transparent covers in contrast to robot like straight and angular silhouettes. Overall a very appealing collection which can be worn as single pieces or in combination and provide the female or male wearer with the perfect space look.

Our compliments go out to JOOP! for taking risks and to Dirk Schönberger for this unique and at the same time appealing collection which will help JOOP! Jeans to succeed on the very competitive designer jeans market.

Some catwalk impressions are available in our Gallery.