JURY INTERVIEW
JULIAN DAYNOV
07/23
As one of few certified trend scouts, Julian Daynov spent the past ten years basically on a plane commuting between New York, Paris, Milan, London and Berlin. As Buyer, Fashion Director, Trend Analyst, Buying Coach and Brand Scout, he consulted fashion brands and major retail chains, ensuring them to maintain an exciting product mix of promising newcomer labels from around the globe.
Just recently, he set his base in the German capital and runs an own brand strategy office supporting renown enterprises and upcoming talents in terms of trend forecast, business development, growth vision, transformation management and global communication exposure.
He is a regular guest in the front rows at every fashion week, designs for numerous brands and also teaches Fashion Marketing classes at various universities.
WHAT DISTINGUISHES BERLIN AS A FASHION HUB FROM OTHER CITIES?
To me, it is the "No F*cks Given" attitude - everyone is free to wear whatever they like and is not bothered by any bold, weird, sassy, fetishy or whatever choices of people they see in the streets, on the subway, at a club - anything could be considered cool and everything is allowed as long as you are puling it off with the right attitude. Freedom, openness and liberation are quintessential to Berlin's DNA and this definitely transcends onto the style here. People are easy going, it's not elitist at all and very open and accessible if I compare it to other major fashion capitals like Paris or New York. You can promptly connect over drinks with the hottest creative crowd, bump into the fashion editors of the moment, the stylist of the hottest magazine and the local hot crowd - nobody takes themselves too seriously here and this makes networking and break-throughs a bit easier.
WHY DO YOU LIVE IN BERLIN?
I picked Berlin because to me it felt like the New York of the 90's, but in a welcoming and warm European way – in transition, imperfect, still awakening, freestyling to define and establish itself, striving to make a name, bold, sexy, inspiring, free, cool and very, very green and wide-spaced.
WHAT ARE YOUR THREE FAVORITE PLACES IN THE CITY?
Oh, that's a really tough one – someone who traded New York and London for Berlin does not have just three favorite spots here...
I like having a silent moment at The Futurium or the Bode Museum – such huge spaces give me some good room for thoughts and ideas.
I also often go to the Kleine Grosz Museum and have coffee in their gorgeous garden. In Summer, I pilgrim to Bethanien and their open-air-cinema: it feels so poetic and I love the ease of the place and all people I get to meet there.
I love spending time at The Feuerle Collection - such in incredible space where you can ultimately disconnect from the madness of your day-flow and escape into the values of ancient times.
I love walking around the Museumsinsel and the side-streets of Mitte or the flea markets on the West Side; I very often lately take a long stroll towards the canal in Kreuzberg, stop for an iced matcha latte at Matchasome, get some juices at What Do You Fancy Love?! and never skip desserts at Frühstück 3000 in the West. Food-wise I am really easy: Cecconi's, Borchardt or Kink for casual dinners, lunch at Klub Kitchen or Remi, drinks at Bellboy or Torbar, brunch at Benedict and for all the rest and in-between: The Soho House.
WHAT IS YOUR VIEW ON BERLIN FASHION WEEK?
I am very fortunate to have been looking it the whole evolution of the platform as a guest and external observer basically since the very fist issue.
It is remarkable how it always managed to adapt to the city's changing vibe and showcased a strong essence of the spirit of Berlin.
It was shaped by the zeitgeist, the themes that moved the local talents and the heavily sub-culture dominated micro-trends, which took over the entire fashion world by storm and pushed Berlin more and more into the spotlight of a trend-setting urban culture hub often visited for inspiration and trend spotting.
I am really excited to watch this journey and hopefully soon witness the growth and transformation into a global fashion hub for talent and business.
AS A TREND AND STYLE EXPERT, HOW WOULD YOU DESCRIBE BERLIN FASHION?
The city is all about multiculturalism and serves a vibrant mix of styles and attitudes towards fashion - basically a whole new style take in every part of town.
I find it really hard to put a common factor over this incredibly rich range going from artistic, casual, easy and edgy East Side Street & Party Culture Looks up to West Side heavily brand dominated glam.
Perhaps as a whole, visitors often perceive it as pretty alternative, very often all black, heavily street-wear inspired and definitely rather comfortable and modest than all glammed up and bling. To me it is basically a bit of it all.