The recently concluded Men’s Paris Fashion Week witnessed a remarkable finale with GmbH, the innovative German fashion label founded by Serhat Işık and Benjamin Huseby, taking centre stage. Beyond merely showcasing the latest in Fall/Winter 2024 fashion, GmbH used its platform to deliver a poignant message addressing global challenges.
In a groundbreaking move, the Berlin-based brand called for a ceasefire in Gaza, the release of Israeli hostages, a free Palestine, and an end to the Israeli occupation, making a powerful statement that transcends the boundaries of fashion. These, they asserted, were demands that should be uncontroversial, reflecting their commitment to using their platform for social change.
As the curtains closed on the event, GmbH opened its doors with a gripping speech by Serhat Işık and Benjamin Huseby. The designers shared personal narratives, highlighting their immigrant and religious backgrounds, lending authenticity and depth to their message.
GmbH’s Fall/Winter 2024 collection went beyond fashion aesthetics, incorporating powerful symbolism into its designs. Darkened United Nations logos adorned GmbH hoodies, serving as a visual commentary on the complexities of international diplomacy. The collection cleverly weaved political statements into its fabric, pushing the boundaries of traditional fashion showcases.
One of the most striking elements of the collection was the incorporation of Palestinian keffiyeh scarves into formal tailoring. The scarves, displayed in white, black, green, and red, served as a poignant symbol of GmbH’s advocacy for peace and solidarity. By seamlessly integrating these culturally significant elements into their designs, the brand highlighted the urgency of addressing global issues through the lens of fashion.
The runway unfolded with GmbH’s signature style, featuring strong-shouldered coats and watermelon slices artfully painted on oversized tees. Each piece carried a deeper meaning, reflecting the designers’ commitment to using fashion as a medium for social commentary. The collection’s visual language resonated with audiences, creating a lasting impact that transcends the runway.
Benjamin Huseby and Serhat Isik also told Middle East Eye that colleagues in the industry are scared to speak out about Israel’s war on Gaza. “Yes, it has been a deafening silence,” they asserted, when asked about the fashion industry’s response to the war on Gaza, where over 25,000 Palestinians, most of them women and children, have been killed.
“We know we have many allies behind the scenes, but everyone is scared. Scared of losing their business and livelihood. We understand that fear, but we have no option but to resist,” the designers told MEE.
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