Becoming self-employed: What does that mean?

Becoming a self-employed designer in the high fashion sector means that you are the founder of a start-up. This requires not only money, but also an inventory lead time, which means you have to buy and store clothes. Compared to other industries, such as an advertising agency, there are additional costs for the development of your fashion, production and storage.

Why am I telling you this?

With my social media agency, the model agency, the fashion magazine and other brands, I was able to accompany many fashion labels, including high fashion streetwear, in an advisory and development capacity. What are the 3 most important learnings for your fashion startup?

Perseverance is everything! Motivation & financing

Most businesses fail because of money, the so-called “runway”. Let’s assume you have a start-up capital of 150,000. 50,000 of this goes into production, while you use the remaining 100,000 for yourself and marketing, divided into 5,000 per month. This means you can bridge about 20 months in which you have to continuously earn new money.

Believe me, everything costs money:

• Rent, furnishings, cables, lights, stationery, …
• Internet access, web space, domain, software, …
• Much more and yes, you and your employees too

Golden rule: If you can do X, you can also do X2

In entrepreneurship, conventional wisdom says that if you survive 2 years in the market, you can make it another 2 years. If you survive 5 years in the market, you have a good chance of surviving the following 5 years. Start-up capital is therefore essential, especially in the high fashion sector.

Statistically speaking, 90% of all start-ups fail after 5 years. So your goal should be to overcome this critical mark and survive for 5 years! Rome wasn’t built in a day, and neither was your new fashion label. It all starts with careful planning and preparation.

There are two options: Either you have sufficient motivation and capital or you don’t.

Here are some tips:

Runway: Sufficient capital (and turnover) – Risk #1

When founding a company, one thing counts above all:

Runway: Make sure you have enough capital to avoid going bankrupt straight away.

But how do you reach this point without your own capital?

3 alternatives to get money

You have three options:

1. You can work hard and save money, but this can take a lot of time.
2. Alternatively, you could ask your parents for a private loan.
3. Or you can opt for a loan.

When taking out a loan, it is important to get good conditions, primarily low interest rates. This means you can also take out a loan on good terms as a self-employed person. Choose a term that is long enough so that you don’t have to pay everything back after just 6 months, and make sure that the monthly installments are reasonable.

The reality is harsh, as a company no one will shed a tear for you. When your company goes bust, the daily business of others continues the next day.

Production, manufacturer and supply chain – risk #2

Supply chain: Make sure you have reliable production.

What do you need to look out for?

You need efficient development, high-quality fabrics, precise workmanship – all of this is crucial in the high-fashion streetwear sector. Customers attach particular importance to quality when it comes to high-priced products. Allow sufficient time.

Many founders fail because of production. With small quantities (MOQs = Minimum Order Quantities), you are often placed at the bottom of the manufacturers’ priority list. Make sure you have a reliable production line. If you sell more, you won’t have any problems with replenishment. Many high-fashion start-ups have already failed here, so be warned.

Marketing: Half the battle

Another important aspect is fashion marketing. Henry Ford once said:

Marketing: “For every dollar you invest in your product, you need another to make it known.”

That’s right!

What can you do? Avoid expensive experiments.

1. Work with small micro-influencers who are already recognized in the high fashion scene. Growth often comes from joint efforts.
2. Use advertisements, especially retargeting. If a user has visited your store but has not bought anything and has left, remind them of your offer again with targeted advertising.
3. Be active! Show behind-the-scenes insights, the design process, material selection, the store, promotions and repost posts from micro-influencers.

These are our three key tips for your high fashion startup 2026!

Seokwoon Yoon: Autumn Winter Looks 23/34

Seokwoon Yoon always manages to combine a variety of textures and materials that are unusual and unexpected. His collections are often inspired by nature and incorporate organic shapes and movements. Yoon often translates his inspiration using the trompe l’oeil technique, creating a unique combination of art and ready-to-wear – Such is the case with his concept for F/W 2023 Seoul Fashion Week.

Metamorphosis and fashion, according to Seokwoon Yoon, definitely have some things in common. Just as metamorphosis involves progress, SEOKWOON YOON discovers beauty in the process. Once again, Yoon’s signature style can be found by means of oversized shapes, creative draping technique and unconventional twisted constructions.

Yoon’s inspiration for the new collection: the metamorphosis and its unfinished beauty

Runway: Highlights

Photo Credits: Seoul Fashion Week

Ajobyajo: Autumn Winter Looks 23/34

Ajo’s designs are all in the name of streetwear. The looks are cool and casual and influenced by numerous subcultures. The inspiration behind the designs: bringing together the many underground cultures of South Korea.

Also this season the typical signature of Ajo can be found on the catwalk. The clothes are adorned with social, rebellious messages. The models are distinguished by their very individual, extraordinary charm. Ajo’s inclusion is unique and admirable. Instead of resorting to the typical beauties of the fashion industry, drag queens, seniors and people with disabilities grace the catwalk, in line with the motto: What’s the beauty in non-mainstream, non-mainstream?

The basic idea of Ajobyajo: What is the beauty of non-mainstream, non-mainstream?

Runway: Highlights

Photo Credits: Seoul Fashion Week

Greedilous: Autumn Winter Looks 23/34

Loved by celebrities and influencers worldwide, fashion label Greedilous has made a name for itself within the last few years as one of South Korea’s most popular fashion brands. While founder Younhee Park’s designs continue to have an undeniable presence in Seoul, they have recently found their way into international showrooms in Hong Kong, France and the US. Always at the forefront: Park’s love for innovative graphics paired with intricate silhouettes. Not anyway, Park has come to be called the “Queen of Print.” Her collections are progressive and cosmopolitan with strong visual effects that can be found in print, shape, fabric and pattern design.

This season, the theme is “Focus on Yourself,” combining the free-spirited sensibility of the ’70s with glam and rock elements and casual and feminine athleisure details. In doing so, the Y2K trend is interpreted in a retro and futuristic way to express the greed for a culture of self-realization.

The theme of the fall / winter collection of Greedilous: Focus on yourself

Runway: Highlights

Photo Credits: Seoul Fashion Week

Tuesday: W.E4.Fashion Day with Rebekka Ruétz, Marcel Ostertag & more

For the first time in the history of Berlin Fashion Week the four designers Rebekka Ruétz, Marcel Ostertag, Kilian Kerner and Danny Reinke present together a new concept for Fashion Week 2023. Under the motto “Hand in Hand, together for Berlin” the four designers show their new collection in the Bolle Festsäle. The goal: to stick together and work together! The W.E4. Fashion Day is to enrich Berlin in the coming years and strengthen its image as a fashion metropolis.

Check out outfits from the runway here:

• Rebekka Ruétz
• Marcel Ostertag
• Kilian Kerner
• Bobkova

Wednesday: Damur, Namilia and Marc Cain

At the Berlin Fashion Week shows by Anja Gockel or Marc Cain can not be missing, of course, for many years they are regularly represented at the Fashion Week. But also Ukrainian designers present their collections. A highlight is the comeback of Namilia, after three years off the catwalk.

Check out outfits from the runway here:

• Dzhus
• Damur
• Anja Gockel
• Litkovska
• Namilia
• Marc Cain

Thursday: Haderlump and Jean Gritsfeldt

On Thursday there will be shows from Berlin-born label Haderlump and Ukrainian fashion brand Jean Gritsfeldt. Both collections feature experimental and innovative designs that make you think.

Check out outfits from the runway here:

• Haderlump
• Jean Gritsfeldt

Conclusion

Three days Berlin and finally again Fashion Week with shows, side events and of course the many fairs. Also this year the Berlin Fashion Week has shown how diverse and beautiful Berlin Fashion can be. My highlights are definitely the W.E4. Fashion Day, with designs by four designers who have been closely associated with Berlin Fashion Week for years, the long-awaited comeback of Namilia and the touching fashion of Ukrainian designers, who have been more than welcome at Berlin Fashion Week for a year now.

Berlin Fashion Week: Story

Berlin Fashion Week is an annual event dedicated to the presentation of new fashion collections for the upcoming season. It was created in 2003 by the Berlin fashion fair Premium Exhibitions and since then it is held twice a year, usually in January and July.

The event serves as a platform for German and international designers to present their latest collections. Over the years, Berlin Fashion Week has become an important event in the international fashion industry and attracts numerous visitors and media representatives from all over the world every year.

During Fashion Week, numerous fashion shows, exhibitions, parties and other events take place. Berlin Fashion Week is also known for its support of up-and-coming talent and its focus on sustainability and innovation in the fashion industry.

Fashion Week Berlin AW23/24

Shows & Runway Highlights – 3 days on the road at Berlin Fashion Week with shows by Marcel Ostertag, Damur, Anja Gockel, Killian Kerner and many more. Here are the highlights for you:

• Fashion Week Berlin AW23/24

Damur: Autumn Winter Looks 23/34

The “Reviver” collection is dedicated to the idea of a second chance in life. Starting from models in need who found their way to a second chance in life in fashion, to the use of flowers that would have been disposed of if they were not in the show. Damur’s collection features unsystematic cuts, a rich mix of soft and hard ruffles, and large and small, delicate but fun cutout details.

Runway: Highlights

Photo Credits: Lina Green

Kilian Kerner: Autumn Winter Looks 23/34

This season stand out high-quality sequins in wet look and on denim, tulle with rhinestones, pants and shirts with glitter cords, as well as closed fabric slits and looks with glass plates. The dominant colors are pink, lemon, orange, gold, blue and black. Sheer fabrics, open backs and low-rise pants make Kilian Kerner’s collection sexier than ever, transforming the designs into sophisticated day and night looks!

Runway: Highlights

Photo Credits: Getty Images

Marcel Ostertag: Autumn Winter Looks 23/34

The looks of the show were characterized by black latex and imposing fake fur coats. Here, the colors red, black, mint, blue, off-white and cream enter into a liaison with the exclusive prints. For Peter Hahn, the designs are convincing with classic, elegant cut patterns in chic coats and blazers.

Fashion show: Live

Runway: Highlights

Designs for Peter Hahn

Photo Credits: Sebastian Reuter (Getty Images)

Litkovska: Autumn Winter Looks 23/34

In terms of visual aesthetics , Litkovska remains true to his raffined,art-inspired chic. Weightless fringe dresses and crocheted accessories sit alongside tailored, masculine suits and elaborate gowns. Litkovska ‘s styles areunited in their diversity: solemn and down-to-earth, androgynous and feminine, with perfect lines and charmingly chaotic silhouettes, they embody youthful energy in a modest, intimate way.

Runway: Highlights

Photo Credits: Finnegan Godenschweger

Haderlump: Autumn Winter Looks 23/34

Haderlump radically opposes fast fashion and for this reason has exclusively reused and deconstructed old materials. All fabrics are either deadstock fabrics or reused from used clothing. Used denim pants, leather jackets, military uniforms and parachutes, among others, have been incorporated into the collection.

Runway: Highlights

Photo Credits: Oz John