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© Andreas Endermann | DJ David Puentez at Peek & Cloppenburg Düsseldorf

First edition of the DFD Festival impresses visitors and retailers

Successful kick-off: Düsseldorf’s entire retail industry benefits from festival vibe across all city districts
  • Düsseldorf underlines the location’s significance: Shopping experience across all sectors on July 24, 2021
  • Shopping Day: Pop-up spaces, creatively designed shop windows, store events, drinks, fashion and live music delight many locals from Düsseldorf and the wider public

A successful launch: For the first time, activities revolving around the Düsseldorf Fashion Days (DFD) and efforts by the city’s retail businesses have been synchronized. This summer, the ordering days, which until now have exclusively served a specialist audience, were expanded to include art and fashion events for all participating players across the whole city. The DFD Festival saw not only the return of enthusiasm for fashion in the state capital – the Shopping Day on Saturday, July 24 also gave retailers a stage and provided the city with the most unique event concept to date promoting the triad of fashion, music and shopping.

From superbly curated fashion boutiques, to galleries and hotels through to the large well-known fashion houses, 180 players participated in Shopping Day. Under the motto ‘Keep on Dancing’, four hip-hop dancers were hired by the fashion house Marc Cain to perform between the Rhine promenade stairs, the Old Town and the Kö-Bogen shopping mall. On the Königsallee, parades of models displayed how beautiful sustainable fashion can be. Among them were fashion brands such as wunderwerk, CircleStances and Peter O. Mahler. Since Thursday, passersby on the Königsallee, at Schadowplatz and Corneliusplatz were able to marvel at the prominently placed pop-up window displays exhibiting casual everyday looks, feminine lingerie and futuristically inspired designer pieces. The individually designed shop windows in the midst of Düsseldorf’s city center not only fascinated pedestrians, but also demonstrated once more the variety of fashion and creativity in the state capital. Among the participating companies were Change Lingerie, Douglas, Levi’s, Unique, Timberland and the AMD academy of fashion and design.

In addition, downtown retail businesses were thrilled about the strong synergies at the fashion location covering all sectors. Up until 10pm, droves of guests to the city shopped around the Königsallee and the Schadow Arkaden shopping mall, as well as in the surrounding neighborhoods such as the Loretto quarter, Pempelfort and Flingern. Many retailers attracted shoppers with exclusive promotions and competitions; DJ sessions and summer drinks infused the Shopping Day with life, long into the night. Visitors to Jades, probably the most well-known concept store in Düsseldorf were in a great mood. In a relaxed open-air atmosphere, drinks, finger food and music from DJ Chrissi D were on offer. Store owner Evelyn Hammerström was happy to see Düsseldorf finally alive again and that buyers could order again live on site. “You can neither buy fashion via Zoom nor experience it digitally,” says Hammerström. “Fashion is vibrant and upbeat – precisely this mood was expressed today on Shopping Day in Düsseldorf.”

The highlight for fans of electronic dance music was the shop window concert by the music producer and DJ David Puentez. Behind the window turntables of the fashion house Peek & Cloppenburg Düsseldorf, the Cologne native delighted the audience with his hits ‘Superstar’, ‘Outta Love’ and ‘Go Home’. Among the dance-loving guests was also the Berlin fashion blogger and content creator Marina Ilic (MarinaTheMoss). For the DJ, the shop window concert during DFD was absolutely unique: “I’ve given numerous concerts at a wide variety of locations, but a live gig in a shop window was an absolute premiere for me.”

Ariane Ernst, who has been running a jewelry empire under her name since 2013 and was featured with her label in the pop-up store at the restaurant Fritz’s Frau Franzi was also glad that the whole city was loaded with positive energy again. “There were so many wonderful events and I am very happy that after all the standstill caused by COVID19, something is happening again in the city and fashion and culture are becoming relevant again,” she says. In its newly opened restaurant Kö59, the InterContinental Hotel Düsseldorf surprised its guests with a cocktail it developed especially for the Düsseldorf Fashion Days – the ‘Designers’ Favorite Drink’ (DFD for short). “In the middle of the Königsallee, the epicenter of fashion – where we too have our home – we created an oasis of calm for our guests who had earned themselves a break after such an eventful shopping day,” says hotel director Britta Kutz.

The culmination of the festival was crowned by a water installation at the Landskrone lake, at the foot of the Kö-Bogen, as dusk fell. Accompanied by atmospheric music, colorful photos of the state capital, iconic quotes by famous fashion designers and impressions from the runway were shown in alternating fashion.


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