Copenhagen International Fashion Fair (CIFF) and Neudeutsch continue their collaboration, with Neudeutsch returning after last summer’s success to showcase new designers redefining perceptions of German design.
Neudeutsch introduces a fresh approach to German design, curated by fashion expert Julian Daynov. It highlights a new generation of German designers and their artistic visions, challenging traditional notions of German design as primarily functional and practical. The project offers a dynamic and commercially sustainable perspective.
Neudeutsch combines a showroom, multibrand concept store, and art installation into a unified 1,000-square-meter exhibition space. Over 30 designers from various disciplines, including fashion, jewelry, interiors, and beauty, will present their work. Participating brands include Milk of Lime, Black Palms, Zwingenberg, Anne Bernecker, and Lutz Morris.
Lessons learned from the first participation
Neudeutsch debuted at CIFF in summer 2024, generating significant interest among international buyers and industry professionals.
“Last year’s success inspired us to expand our ambitions and create a platform for even more dialogue between cultural influences,” says Julian Daynov.
The experiences from the first exhibition have shaped this year’s display, aiming to bridge the gap between creative and commercial forces.
Germany’s role in the global fashion market
Germany plays a crucial role in the global fashion industry as Europe’s largest clothing market, with an annual turnover of over €42 billion. Neudeutsch serves as a platform connecting these strengths with an international audience. CIFF provides a framework for trade and collaboration between German brands and international buyers.
Sofie Dolva, CEO of CIFF, comments in a press release about the ongoing collaboration and focus on Germany:
“Germany is one of our key markets, and the partnership with Neudeutsch strengthens our ambition to position Copenhagen as a central hub for fashion and design.”
Expectations for the fair
As a purely B2B event, CIFF is an important platform for international buyers and industry professionals. Neudeutsch offers them the opportunity to discover new brands and partners. The exhibition provides insight into the breadth of German design, from avant-garde fashion to sustainable products.
Initially launched in collaboration with Pitti Immagine Uomo in Florence, Neudeutsch has since established itself as a traveling showcase for German design. The partnership with CIFF helps consolidate the project’s position in the international fashion and design landscape.
By focusing on cultural diversity and a new generation of designers, Neudeutsch is expected to enhance awareness of modern German design and foster new connections across markets and cultures.
Q&A: Julian Daynov
What is Neudeutsch’s primary mission or vision, and how does the initiative differ from others highlighting emerging designers, particularly in a B2B context like CIFF?
Neudeutsch is an open-source, charitable platform I launched with the goal of showcasing the work of a new wave of German creatives across multiple lifestyle disciplines – fashion design, interiors, product design, accessories, object design, beauty, jewelry, and nutrition – essentially everything that shapes modern living. The platform embodies a contemporary mindset of openness and appreciation for today’s talent, culturally rooted in or artistically shaped within a German context. It presents a visual narrative that transcends the outdated perception of German design as merely functional and pragmatic. It’s a movement that celebrates the excellence and modern vision of new creatives redefining traditional ideas of beauty, utility, taste, and responsibility.
When I conceived the name, I appreciated the slightly ironic undertone that many ‘Altdeutsch’ (Old German) individuals associate with ‘Neudeutsch’ – it carries a hint of skepticism and doubt. This inspired me to use it as a symbolic title for the movement I wanted to set free. Neudeutsch is about embracing openness, acceptance, support, and recognition for modern design and creative talent emerging from Germany, nurtured, and enriched by craftsmanship, heritage, mentorship, a distinctive aesthetic language, and organizations that believe in them. The goal is to help them grow beyond the boundaries of locality and origin.
Visibility in the right business and media context is the most universal and valuable currency a creative can gain in their early seasons. Access to new markets is only possible through participation in and presence at the right B2B platforms, such as fashion weeks and fairs. Bringing these relatively young businesses to marketplaces where major players convene offers incredible opportunities for growth, exposure, and ultimately sales. I am deeply grateful to CIFF for being a supportive platform that fosters the growth of modern German aesthetes, helping them attract attention through its business and media network to a generation of new German designers.
How do you reflect on Neudeutsch’s first participation at CIFF? What lessons and outcomes were gained, and how have they influenced this year’s approach?
Participating in such an expansive platform like CIFF provides an invaluable learning experience for every designer. It opens doors to networking opportunities with the most influential and ambitious business leaders and multipliers who regularly attend CIFF. I’m immensely grateful that CIFF values the freshness and novelty young creatives bring to the fair. This enthusiasm makes buyers and the press more excited to discover new names they should consider adding to their retail portfolios or publications.
CIFF’s pioneering spirit and its ability to create opportunities make it an attractive venue for international visitors across industries. Showcasing Neudeutsch here has been a rewarding experience for me as a curator and, of course, for the brands I represent.
One thing that brings immense pride is seeing how many of the brands participating in Neudeutsch form collaborations with major players in the industry following each edition of CIFF. Within the Neudeutsch space, they often build strong connections and initiate joint projects, such as capsule collections or co-branded product launches. Additionally, I’m proud to witness them gaining much greater media exposure.
How are the designers and brands featured in Neudeutsch selected? What specific qualities or innovations are highlighted in the 2025 exhibition?
Since Neudeutsch is my initiative, I naturally rely on my personal aesthetic appreciation of design during the selection process. However, with a strong background in retail, I firmly believe that commercial success is a crucial factor for any designer, artist, or brand’s growth.
While I admire the dreamy and poetic essence or artistic extravagance of many fashion designers, I recognize that without usability, broad public appeal, and fair pricing, their success, growth, and even survival are significantly threatened.
I apply a “filter” in my curation for Neudeutsch to encourage the creativity and greatness that I believe modern German design can achieve within a commercial and retail context, such as concept stores and department stores. I personally select each designer or brand after observing their work and creations over multiple seasons and analyzing their progress – not just in terms of their design signature but also their business growth.
What specific value does Neudeutsch offer to international buyers and industry professionals attending CIFF, and how does it contribute to strengthening connections within the global fashion industry?
Neudeutsch offers a rich, comprehensive, carefully curated, and diverse perspective on modern German design, covering many lifestyle areas that consumers interact with daily. It’s both a dialogue and a manifesto demonstrating that modern German design has broken free from the outdated label of being primarily practical and uninspiring – a perception it has carried for a long time.
My aim is to create an immediate revelation for every visitor – whether they’re a buyer, journalist, showroom agent, or fellow designer – about what’s happening in the German design and creative scene. I strive to direct attention to the diverse talents of German designers.
Neudeutsch serves as a wake-up call to be prouder of and supportive of our own creativity, giving it the visibility and recognition it deserves.
About Julian Daynov
Julian Daynov has a background as a buyer, fashion editor, trend analyst, and brand scout. He has advised international brands and major retail chains on developing innovative retail and communication strategies. As a prominent expert in fashion, he is also recognized for his work in redefining brand identities and developing gender-inclusive fashion concepts.
