Wild Thing - Fashion Scene Switzerland

Fashion without mass production, without Hollywood and international fashion weeks? Far from the spotlight and the dictates of major fashion centers, small labels, collectives, young graduates, and established fashion brands in Switzerland are testing their potential. Creative designers are establishing themselves independently in Berlin, juggling in the fashion circus in Paris, or setting up clever business systems in Switzerland.

The book "Wild Thing. Fashion Scene Switzerland," published in conjunction with an exhibition at the Museum of Design Zurich, addresses this development and the resulting products. It conveys current themes—such as minimalism or the questioning of established identity attributions—that shape designs, design concepts, and processes. Numerous illustrations showcase looks and creations from significant labels, selected outfits, fabric innovations, and collection presentations. Along with short interviews, portraits of designers, and thematic contributions, it creates a highly attractive snapshot of the creative and vibrant fashion scene in Switzerland.

The book is also linked to short print-in-motion videos that start when readers point the camera of their mobile phone or tablet at the corresponding illustration. The videos feature designers, interviews with fashion experts, and contributions from fashion schools.