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© Andreas Endermann | (v.l) Angelika Firnrohr (Geschäftsführerin Fashion Net), Theresa Winkels (Amtsleiterin der Wirtschaftsförderung Düsseldorf)

Double premiere at fashion location: Düsseldorf celebrates fashion and art at the DFD

  • From Saturday, July 21 to Monday, July 28, 2021: Düsseldorf’s ordering days jumpstart the fashion business and make fashion a tangible experience again with 120 participating players
  • Festival character and Shopping Day: For the first time, DFD celebrates the fashion location with retail stores, hotels and galleries as well as players from the cultural and creative sectors
  • First issue of DFD Magazine on the lifestyle destination Düsseldorf

Under the umbrella brand DFD, the ordering business will start in Düsseldorf on July 21, 2021 with a wide location initiative demonstrating the fashion hot spot’s strong synergies. This year, the Düsseldorf Fashion Days of trade-fairs and showrooms will be accompanied by numerous activities in the city’s center: currently 120 brands, retailers, hotels and galleries have signed on to celebrate fashion and art together. In addition to networking events, artistically staged shop windows and the first issue of its own DFD Magazine, Düsseldorf proves itself to be the city that masterfully stages the triad of fashion, art and shopping during the summer season. Aside from the established networking formats such as the DFD Lounge at Karl Arnold Platz or the renowned Fashion Business Award, fashion professionals can enjoy the showroom shuttle service. The all-electric vehicle brand Polestar is the new DFD shuttle partner and demonstrates the state capital’s climate-friendly policy.

Mid-summer start to the Düsseldorf Fashion Days

With the trade fairs Gallery FASHION & Shoes and Supreme Women & Men as well as over 600 showrooms, the summer edition of the once more internationally frequented ordering days offers not only concentrated ordering opportunities, but also established formats. Among these are the DFD Lounge, a variety of evening events, art and cultural activities and retail promotions including pop-up stores, shop-window designs and open-air posing platforms.

The Königsallee has always been the place to go for shopping enthusiasts and enjoys enormous popularity as a photographic setting. At prominent spots along the Kö, meter-long podiums – the so-called posing platforms – allow visitors to capture their shopping experience in a memorable way with the click of a shutter. In addition, from July 22 to 25, pop-up shop windows will set the scene at Schadowplatz and the surrounding Königsallee. The showcases can be designed freely by retailers and will whisk passers-by away into elaborately arranged fashion worlds. Among the participants are the AMD Akademie für Mode und Design, Unique, Change Lingerie and Rolf Buck with all kinds of novelties from his iconic second-hand store, Vaseline.

The most important day for shopping and culture fans, as well as retailers, is Saturday, July 24, featuring the so-called Shopping Day with extended opening hours until 10 pm. The 120 registered retailers, food businesses, as well as galleries and hotels will provide inspiring activities for an ordering week with festival character that not only national business professionals will benefit from, but also tourists and residents of Düsseldorf. The crowning finale of the Shopping Day will be an artistically staged light and water projection show that visitors can marvel at along Königsallee and the Kö-Bogen as dusk falls.  All activities have been approved by Düsseldorf’s authorities and will be adapted to local Covid 19 guidelines, depending on infection numbers.

Germany’s fashion capital offers holistic experience

“Düsseldorf continues to be the strongest ordering location in Germany – not for nothing are internationally renowned labels like Scotch & Soda now a part of the wide-flung Fashion Net,” says Angelika Firnrohr, managing director of Fashion Net Düsseldorf. “The fact that an entire lifestyle festival can establish itself around the DFD and concepts can be newly developed, highlights the relevance of the fashion capital. This is underlined by the strong feedback from retailers. Not only can buyers make their orders effortlessly within short distances, but they also get a broad overview of collections and trends, can participate in networking, enjoy the STORECHECK and experience fashion up close again.”

Düsseldorf’s Office for Economic Development supports the DFD festival and all measures with a stimulus package of €300,000. Regarding the importance of the fashion location, Theresa Winkels, head official of the city’s business development program, says: “The conceptual approach of the Düsseldorf Fashion Days Festival Edition is to involve players for the first time from retail, hospitality, cultural and creative businesses in a focused way, scheduled together with the ordering days. This way, the DFD umbrella concept is strategically expanded for positive destination marketing in a future-oriented way. With targeted events and promotions, the fashion-centered festival should enable retailers to become a communicative part of the Düsseldorf Fashion Days and thus make full use of the city’s fashion expertise. Hereby, we will continue to put Düsseldorf in a strong position as Germany’s fashion capital and with the city’s synergetic strengths, create an individual, emotionalized shopping experience for retailers and shoppers alike. We are very happy that high street labels such as Peek & Cloppenburg, Hunkemöller, Replay, Esprit and Galeria Karstadt Kaufhof are contributing just like the already established shopping locations Sevens, Schadow Arkaden, Breuninger as well as the iconic store Jades.”

Furthermore, the InterContinental Hotel Düsseldorf will surprise its guests in its new restaurant Kö59 with its own cocktail – developed especially for the DFD. In The Fritz Hotel, a pop-up shopping area with well-known labels like Ariane Ernst Jewelry will replace the normally existing restaurant operations on the Fashion Days weekend – making fashion a unique place to gather and promote networking in the city. In addition, the window at the Kompetenzzentrums für Kultur- und Kreativwirtschaft (KomKuK) will bring the Lorettostraße to life. Here, the startup Repair Rebel will show what sustainability in fashion can look like. Throughout July, additional KomKuk windows will invite strollers to an incredibly unique window-shopping experience in Bilk’s Friedrichstraße.

The magazine for DFD

Another new development in the strategic communication of this significant fashion destination is the 36-page DFD Magazine that will appear on July 8. Just in time for the new round of buying, it will feature Düsseldorf’s numerous facets as well as the fashion capital’s favorite addresses, personalities and must-sees – from eating and drinking places to trendy cafés, from cute boutiques to innovative concept stores. With a service-oriented approach, it offers a guideline and inspiration for a stay in Düsseldorf. The magazine will appear with a circulation of almost 50,000 copies and will be distributed nationally and locally.

strike a pose – first festival for art, fashion and style

“Strike a pose!” will be the motto from Saturday, July 23 to Monday, July 25, 2021 in Düsseldorf. The new festival for fashion, art and style will take place simultaneously with the DFD. For the first time – and at the same time – strike a pose will bundle two core themes that distinguish the region: fashion and art. On the Düsseldorf Fashion Days weekend, galleries all over the city of Düsseldorf will exhibit exciting collaborations between artists, designers and labels of the Rhineland’s art and fashion scene. In the Petra Rinck gallery, the Japanese fashion designer and Düsseldorf resident Hiroyuki Murase and his label Suzusan will rub shoulders with works by the Düsseldorf artist Ralf Brög. Among further participating galleries are Düsseldorf’s big names such as Sies+Höke, VAN HORN, Live Lab Studios or Cosar HMT, the Galerie Clages, DREI or Nagel and Draxler from Cologne, as well as Gisela Clement from Bonn. The Museum K21 of the Kunstsammlung Nordrhein-Westfalen forms the center with presentations from both areas as well as adjoining talks on sustainability, slow fashion and entrepreneurship. strike a pose was conceived and curated by Ljiljana Radlovic and Robert Danch, who for the last 14 years have been organizing the well-established gallery weekend, Düsseldorf Cologne Open Galleries.

As cooperation partner, Düsseldorf’s Office of Economic Development welcomes the new festival in the state capital. With the simultaneous Düsseldorf Fashion Days, strike a pose expands the fashion location Düsseldorf with artistic aspects and offers all visitors inspiring insights into fashion, art and style. Learn more:


Fashion Net Düsseldorf e. V.

Fashion Net Düsseldorf e. V. is a unique partnership of brands, companies and key players in Düsseldorf’s fashion business. With this network, fashion and the fashion business have a communication channel that integrates and supports the location’s wide range of activities. New ideas, effective structures, innovative communication and marketing measures find in Fashion Net a digital platform that reflects the “zeitgeist” of the fashion industry. The association’s goals: to make Düsseldorf the top address for exhibitors, buyers, customers, multipliers, creative young talents, investors and start-ups, nationally and internationally.  Fashion Net is synergy, made in Düsseldorf!

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