As part of our internationalization project Berlin Fashion X International , the fourth delegation trip to New York City took place from the 07th- 11th of April 2025. The initiative pursues the overarching goal of supporting fashion brands in their international market entry and providing them with relevant, trend-setting business contacts.

The initiative aims to support fashion brands in their international market entry by providing them with relevant business contacts and enhancing their knowledge of market dynamics. The delegation consisted of the nine fashion labels:
6AD Stitches, Esther Perbandt, Fiona Bennett, Gina Melosi, International Citizen, Laura Gerte, Studio Taskin, Unvain , William Fan. They participated in a week-long, tailored program designed to introduce them to the nuances of the US market. The program included sales and communication workshops, along with strategic market entry advice. Additionally, they were introduced to key local stakeholders, press representatives, and industry experts, helping them build and broaden their international network.

The five-day program offered unique experiences and valuable insights into the US market. Here are a few highlights of the program:

Day 1

The trip began with a welcome meeting, where Laurent LeBorgne provided an overview of the work done by the Berlin Business Office in NYC. The day continued with an immersive tour of the SAP Fashion Innovation Center, offering participants an up-close look at S.Fashion Experience Lab and how technology is shaping the fashion industry in the U.S.
Later, fashion journalist and stylist Emma Oleck led a fascinating discussion on “Celebrity Dressing” as a powerful marketing tool, sharing insights from her experience styling top industry names.
Karo Brandi, a German fashion expert based in NYC, delivered an informative session on navigating the U.S. business landscape, covering key legal frameworks and cultural nuances.
In the evening, Kim Lenar-Erhardt conducted a focused pitch preparation workshop to support the delegates ahead of their presentations.
The day concluded with pitch presentations at 16 Beaver Studio, where the nine participating brands presented their concepts to an esteemed jury, including Samantha Ory, Joan Myung, Keith Lissner, Kange Kaneene, and Kathrin Lausch.

DAY 2
The morning began with personalised one-on-one sales consultations led by renowned buying expert Michal Kurtis. Her targeted advice provided each participating brand with actionable strategies for entering and succeeding in the US retail market, with a strong focus on shopper expectations and brand positioning.
The afternoon was dedicated to discovering New York’s dynamic retail landscape, with a focus on concept-driven spaces that blur the lines between luxury, creativity, and culture. Stops at ESSX NYC, Komune, and Café Forgot offered valuable perspectives on how contemporary retail environments operate — from understanding the intricacies of the buying process to navigating the realities of managing an independent store. These visits also highlighted how new-generation designers are redefining the future of fashion through innovation and experimentation.
To round off the day, delegates gathered for the FCG's signature Fireside Dinner at Schilling, Michelin-starred chef Eduard Frauneder's refined restaurant. The evening provided a warm and elegant atmosphere for informal dialogue, networking and reflection - creating meaningful connections between emerging fashion voices and New York's creative community.

DAY 3

The morning began at the DTech Lab at the Fashion Institute of Technology (FIT), where Executive Director Michael Ferraro introduced delegates to the exciting convergence of fashion and technology. Through hands-on demonstrations and forward-looking insights, the group explored how interdisciplinary innovation is reshaping design processes, production, and the future of fashion itself.
Staying at FIT, participants attended panels at the Sustainable Business & Design Conference, which spotlighted the industry’s push toward circularity. Conversations centered on the development of closed-loop systems, emphasizing how brands can reduce environmental impact by rethinking materials, production cycles, and waste management.
In the afternoon, the focus shifted to digital business practices. Juliane Eichler of the German American Chamber of Commerce New York (GACCNY) led a session on U.S. e-commerce strategy, providing valuable guidance on entering the American online retail space—from platform selection to consumer behavior and logistical infrastructure.
The day concluded in an exclusive media-focused session with key figures from Vogue and GQ U.S. — Nicole Phelps, Marc Holgate, and Samuel Hine. Delegates gained rare behind-the-scenes insights into editorial decision-making, media trends, and the elements that shape successful brand narratives within the U.S. fashion landscape.

DAY 4

On the fourth day the morning began with a visit to Meta and Instagram, where the Fashion Partnerships Team hosted an insightful session on how fashion brands can effectively use social platforms to strengthen their identity, reach wider audiences, and drive engagement. Delegates received tailored best practices for utilizing Meta’s tools, followed by an exclusive behind-the-scenes tour of the office.
The next stop brought the group to the New York Embroidery Studio, where participants were introduced to the fusion of traditional craftsmanship and modern technology. This hands-on experience offered a close look at production techniques and the artistry that supports New York’s thriving fashion scene.
In the afternoon, the delegation visited communications agency Redgert Comms, where the team shared strategic approaches to public relations and brand messaging in the American market. Discussions included media outreach, storytelling techniques, and the planning of impactful brand events that resonate with U.S. audiences.
The day wrapped up with an engaging conversation on fashion media in the United States. Editorial experts from i-D and The FADER discussed how stories are shaped, what trends drive content, and how international designers can attract attention in a crowded media space.

DAY 5

The morning began with a private studio visit to acclaimed designer Kobi Halperin. He welcomed the group into his creative space and shared his personal journey in the fashion industry, offering valuable perspectives on building a brand and navigating the U.S. market from a designer’s point of view. His thoughtful commentary on identity, positioning, and long-term vision served as a meaningful conclusion to a week centered around international growth and opportunity.
Next, the delegation visited the studio of Tobias Ulmer, founder of the innovative brand HYACYN. Originally from Stuttgart, Ulmer relocated to New York in 2019 and spoke candidly about his experience transitioning to the U.S. fashion scene. His story reflected themes of adaptability, digital innovation, and redefining identity in a global context.