Namilia

ABOUT THE SHOW

The turnout for the Namilia show on Wednesday evening was enormous. Nearly 600 guests, including fans, ravers, queer style icons, and content creators—many impressively dressed in outfits from the brand—gathered in front of the location "The Tunnel" at Potsdamer Platz subway station. Emilia Pfohl and Nan Li presented the 60 looks of their 'Good Girl Gone Bad' collection on the longest and clubbiest runway of this Fashion Week, staging a wild, colorful, and confident party of pop culture and provocation in collaboration with the 2000s cult brand Ed Hardy.

Super short minis, loud fake-fur coats, bright pink leather-look ensembles, sexy ball gowns with the usual provocative messages: tops with the rhinestone slogan “Fashion Victim,” “I love Ozempic” on print shirts, and redesigned Ed Hardy original pieces shaped the look of the collection. Since 2015, Namilia has been offering high-quality, conceptually demanding pieces at affordable prices, capturing the hearts of young people—nearly 80% of their customers are under 35 years old.

"'Good Girl Gone Bad' is a collection that dives into the lifecycle of fame and explores the pop cultural landscape of the 00s and early 2010s—a period notorious for its paparazzi flashbulbs and ruthless tabloid gossip. In collaboration with Ed Hardy, we are reimagining the iconic status of celebrity culture by transforming archive and vintage garments into couture gowns and elevating streetwear pieces with handcrafted embroidery and couture tailoring. Our collection examines why society pushes individuals to their breaking points for recognition and the cyclical nature of fame, where everyone feels they can achieve stardom through social media, experiencing both its worship and its cutthroat critique. We’re questioning the societal obsession with categorizing individuals into stereotypes, only to watch them fail to meet these impossible standards. This fascination with watching others fail, especially women, whose decline from diva to 'whore' as the limelight fades, is a powerful commentary on the destructive yet inspiring spectacle of fame. For the first time ever, we're also featuring upcycling, using deadstock Ed Hardy pieces and vintage garments to challenge and reflect on these cultural dynamics."

ABOUT THE LABEL

The Namilia identity is always about reworking common understandings of femininity and masculinity, clashing strong and sensual elements to present a more modern understanding of gender expression. As a brand built upon an aesthetic of unapologetic, bold political statements, sex-positivity is woven into the DNA of Namilia. A pioneering voice of motocross and rave revival style, the label is known for its provocative gender-neutral clubwear as much it’s known for its celebrity fans, including Rihanna, Cardi B, Christina Aguilera, Paris Hilton and Arca. Namilia was founded in 2015 by Nan Li and Emilia Pfohl shortly after finishing the Fashion Masters Course at Royal College Arts London. The duo’s first collection, “My Pussy, My Choice” was selected for VFiles Runway - October 2015. Namilia would continue to show at NYFW for 5 collections, with inspirations and concepts that ranged from subverting teenage heartthrobs to Rococo, to challenging anti-Asian racism and the rise of Donald Trump. In January 2023, Namilia debuted with a splash at Berlin Fashion Week with their “Cruising Utopia” collection, followed by the viral success of their S/S24 runway show, “In Loving Memory of My Sugar Daddy. ” Now showcasing in their home city, Namilia brings a global perspective with a locally informed perspective of iconic and inclusive beauty.

All images, brand descriptions and further information are available at the official Berlin Fashion Week MEDIA HUB.