Fashion for in_different futures: Macromedia and MMC continue cooperation

Under the direction of Professors Dunja Kopi and Claudia Damm, the Fashion Design B.A. oo program continued the cooperation with the Mitteldeutsches Modezentrum Leipzig (MMC Leipzig) initiated by Prof. Dr. Evelyn Kästner. For two years, the Macromedia University will support the B2B service provider in the repositioning process.

The current student project module focused on the question of how zeitgeist, haptics, emotionality and functionality can find expression in the digital, spatial and / or physical.

The project ends with a brilliant climax during the QUARTERfashion Orderdays on August 6, 2022: Then the exhibition fashion for in_different futures will be opened with a fashion show at the Mitteldeutsche Mode Center Leipzig.

Afterwards, the show of work by Macromedia students can be viewed until the end of August.

Project partner MMC: appreciates the creative input of the students

Bernhard Sturm, Managing Director of MMC Leipzig, and Sebastian Bente, Platform Manager of MMC Leipzig, are highly satisfied with the results of the cooperation:

“Since 2018, we have been further developing our trade fair concept and not only want to be a platform for retailers, but also actively exchange ideas with our partners about the changes in the fashion industry.

Thanks to the cooperation with the Macromedia University of Applied Sciences, we can offer our customers and partners a different kind of encounter with the challenges of our time for the first time during our trade fair. As part of an installation-based, immersive show of students’ work, visitors can be inspired by the creative thoughts of the students and thus find inspiration for their own changes.”

For Macromedia University of Applied Sciences, Prof. Dunja Kopi acknowledges the importance of the collaboration:

“We thank MMC Leipzig for the recent cooperation. Working with one of the largest B2B platforms for fashion in Germany opens up highly interesting insights and contacts in the fashion industry for our students.”

Student work: Multidimensional and multimedia

The central question posed by MMC Leipzig to the students was how the zeitgeist, contemporary themes, emotionality and functionality of fashion could be made tangible in a multi-dimensional way. To this end, the Macromedia students embarked on an iterative, open-ended creative process. They applied sustainable design strategies such as Emotional and Gift Design and finally developed communication concepts that go far beyond the boundaries of classic fashion presentation.

For the QUARTERfashion Order Days, the students are preparing an immersive presentation that combines the digital and the physical while testing out haptic, olfactory, visual and acoustic experiences of fashion.

Mapping & tagging: video projections offer informative added value

Supported by video artist and graduate designer Denis Herzog, the students focused on producing innovative video formats. Using mapping and tagging technologies, they enrich the presentation of the collections with additional information not only on production sites and working conditions, but also on topics such as gender fluidity, sustainability and intercultural exchange.

Says Prof. Claudia Damm: “Thanks to the personal support of Mr. Sturm, Mr. Bente and the entire MMC team, our students were not only able to design exciting new formats for B2B communication, but also to test them already. For this, we would like to express our sincere thanks.”

MMC: Suggestions for presentation formats in B2B business

The Mitteldeutsche Mode Center is one of the largest platforms for fashion retail in central Germany. Since its founding in 1994, it has not only brought together manufacturers, agencies and retailers, but has also established itself as the organizer of the largest order fairs in Central Germany.

With the concepts of the Macromedia students, object-related information about the sales products, their manufacturers and target groups can be transported and fashion can be experienced through many senses – a great added value for the customers.

Information on the Fashion Design B.A. programme is available here.

Information about the MMC Leipzig can be found here.