Designer Rebekka Ruétz
Dear Rebekka, can you introduce yourself and your brand - what does it stand for?
My name is Rebekka Ruetz, I was born in Austria and finished my degree from AMD Munich in 2008 as Best Graduate. After first working experiences in India and for Peter Pilotto, I founded my fashion label rebekka ruétz in 2009. Since 2011 we present our collections twice a year at the Mercedes Benz Fashion Week Berlin. With my collections I design fashion for the "modern amazon". My label rebekka ruétz stands for eye-catching and extravagant creations, an exciting mix of materials and also for sustainability, social responsibility and high environmental standards. All creations are designed with passion in Austria and made of finest materials in Germany.
You say slow fashion is very important to you - what does slow fashion mean to you and your brand?
We are committed to "slow fashion" and accordingly produce only 2 collections a year. Spring/summer & autumn/winter, compared to many other brands that produce up to 12 collections a year. In addition, we sell many pieces made-to-order or in limited quantities, true to the saying 'less is more'.
Sustainable fashion is becoming more and more important not only for designers but also for consumers - what do you think about how to make consumers even more aware of sustainable fashion?
I think the challenge is to make it as easy as possible for them to access sustainable fashion. That means creating products with appealing designs on one hand and which are affordable, without harming the environment, on the other. Our goal for the upcoming years is to further expand our focus on sustainability, but also to adjust prices in order to serve a bigger target group and make it accessible to everyone.
What else about your brand is sustainable, what do your production processes look like?
Our collections and patterns are made locally in Germany & Austria. We exclusively rely on stocked materials and fabrics and only produce new fabrics if absolutely necessary - like the special prints of our last collection, which were then produced in small quantities from sustainable cotton. We also redesign and upcycle our stock items that customers have not picked up or which have not been sold, to give them a new life.
Berlin Fashion Week has a strong focus on sustainability. You have been there for a long time - how do you see the development, especially when it comes to sustainability?
I think the focus on sustainability is already very good, but I would like to see more in the future.
Are your collections more than just fashion - are they even a statement?
In the end, my collections are what my customers see in them: a statement, a piece of clothing or the opportunity to show a new side of themselves.
Your statement hoodies designate female empowerment. Why is it so important to women's self-confidence?
The idea of what is pretty or sexy changed tremendously in the last few years and it was absolutely necessary. It's about understanding femininity in different ways, living it, developing a new self-confidence and getting rid of old clusters. My collections combine the traditional and the modern, the feminine and the masculine and show that they can coexist and merge.
You are a designer and businesswoman at the same time - do you have any tips for aspiring young female designers?
It's always a thing with tips, but I think I would advise the following: The world is not waiting for you, but don't let that stop you!
You count as an integral part of the Berlin Fashion Week - what does Berlin mean to you? What inspires you about this city?
I love Berlin! The city has become a kind of temporary home for me. Even though I don't want to live in Berlin permanently, I'm always happy about its loud sound, motley existence and the attempt to be everything and nothing ;)
Will we see you again at the next Berlin Fashion Week in September?
Thank you so much for your time! - Thank you for the interview ☺