ACHTUNG Magazine: Schneewittchen im Schwarzwald
Berlin-based fashion magazine ACHTUNG will host a public exhibition during Mercedes-Benz Fashion Week to celebrate its latest issue and the relaunch of its digital platform.
Founded by Markus Ebner in 2003, Berlin-based magazine ACHTUNG now proclaims: “Fashion storytelling needs to be reinvented.” The independent publication is in the midst of reinventing itself and the way it wants to portray fashion – including a redesign of its website, achtung-mode.com, with an increased focus on fashion short films as a means to tell sartorial stories. To celebrate the new issue and inaugurate its more digitally driven approach, the magazine will be showing photographs from its latest print release entitled Schneewittchen im Schwarzwald on Berlin’s largest billboard, an 85-meter-long concrete wall located in front of the Kraftwerk. “We couldn’t have imagined a better way for ACHTUNG to be part of Fashion Week,” says Carmen Maiwald, editor and fashion writer at the magazine. The outdoor exhibition will feature the works of three photographers – Julia von der Heide, Michael Ullrich and Gregor Hohenberg – each of whom produced a fashion spread for the print magazine as well as a short film for its digital presence. The films will be broadcast via live stream from Mercedes-Benz Fashion Week at the Kraftwerk on Monday January 18th at 5.30 pm.
Schneewittchen im Schwarzwald is ACHTUNG’s reaction to the current global situation and honors the woods as a place of retreat, refuge and renewal. The location is where almost any childhood fairy tale begins and the magazine uses it as a backdrop to tell its own – with a fashion focus, of course. This new issue and the website relaunch, coupled with the public exhibition and screening, are all part of ACHTUNG’s renewed commitment to depicting fashion stories in a clear, authentic and visionary manner.
text by Kelly Niesen
edited by Melissa Frost