During Berlin Fashion Week, we partnered up with the Danish fashion label minimum to throw a launch event for the brand's Spring/Summer 2019 collection. But, rather than host it in a store or event space, the location chosen was slightly more unusual—one of Berlin’s oldest dry cleaners.
Located at the heart of Berlin’s Kreuzberg neighborhood, the 100-year-old Fischer & Thiele Wäscherei was transformed into a showroom to welcome select Fashion Week-goers. Taking inspiration from the space, the garments were wrapped in plastic as if freshly dry-cleaned and displayed on rails between industrial washers and dryers. Models sported the key looks while organic Nohrlund cocktails were served to guests as they soaked up the afternoon sunshine in the backyard.
Further playing to the theme, attendees could exchange their event invite, which was designed in the style of a dry cleaner's receipt, for a fresh-pressed t-shirt or hoodie emblazoned with the collection's slogan "take, take, take."
Inspired by the "cinematic universe", “take, take, take” is a progressive statement encouraging customers to take action, take care, and take off. Not only does it serve as design inspiration for the range, but the statement also reflects the new direction the brand is taking to become more prominent on the international fashion scene. Focusing on fewer styles than in previous seasons, minimum’s SS19 collection offers a range of signature silhouettes for those seeking modern yet uncomplicated wardrobe essentials.
See what went down in the gallery above, and be sure to check out the brand’s current collection here.