fashIon council Germany

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Interview

Odeeh: Mixed feelings in the current crisis

FCG: How are you doing in the current crisis?

Odeeh: We are agitated, awake and hopeful with little interruptions. One is powerless as far as the whole situation is concerned - this provides a certain amount of serenity. At the same time, we are powerful in mentally shaping future ideas. All in all: mixed feelings!

FCG: What's the worst thing for you right now?

Odeeh: Italy is closed! Our most important fabric partners are based there, which is why we cannot continue to work on the new collection and have it produced. In addition, our dealers are suffering. Everything is blocked in a way, the incredible interconnectedness of the industry is becoming very clear at the moment.

FCG: How do you spend the quarantine?

Odeeh: We cook, read, listen to music, sleep, there is Netflix. Because we live in the country, we can always get out into the garden and nature. We are grateful for that. Let's not forget that our quarantine problems are actually luxury problems.Also: we work! Visibly handicapped and slower, but as best we can. We focus on driving on sight, reacting on short notice and being responsible with our partners and our team.

FCG: What impact will Corona have on the fashion industry in the long term?

Odeeh: Will it really change that much? In the long term, we're not so sure. There will certainly be a forced slowdown at first. But we shouldn't make it too easy for ourselves to think about the "after". Not everything will become better, more sustainable and fairer, that is illusory. But hopefully some things will.

FCG: What do you wish for at the moment?

Odeeh: That we all get through it together and retain our positive energy. Our craft helps us to do that: creativity. Thinking alternatively and still getting by, that's why we need it all the more now.

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