GLÜCK unveils their new haute couture line “Beyond reality with GLÜCK: a surrealistic dreamscape” during Berlin Fashion Week 2024

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“Beyond Reality with GLÜCK: A Surrealistic Dreamscape,” promises to go beyond a typical runway show, offering an immersive atmospheric journey.

Attendees can expect more than just a display of garments; rather, they are promised an experience that transports both wearers and viewers to an alternate reality. With confidence, the fashion label announces, “When you experience GLÜCK, you leave the ordinary and enter something playful and imaginative.”

The name GLÜCK already provides a glimpse into the brand’s inventive and whimsical character. ‘Glück’ is the word for ‘hallucinations’ in Ukrainian and ‘happiness’ or ‘luck’ in German, embodying a duality of something fanciful and dreamlike.

Launched in Kyiv in 2019 by designer Egor Bashtovenko, GLÜCK has now set up its headquarters in Berlin. Bashtovenko, known for his expertise in working with patent leather and mesh fabric, continually explores novel shapes, inventive silhouettes, and textiles that pose innovative challenges.

Their newest collection hints at a departure from traditional methods, incorporating biotechnological processes to birth innovative designs.

GLÜCK introduces textiles crafted from bio-based materials such as mushrooms, showcasing a commitment to pushing the boundaries of fashion through sustainable and groundbreaking practices. Mycelium, the root structure of mushrooms, can be used for the production of eco-friendly fabrics. This approach offers a biodegradable alternative to traditional textiles, reducing the environmental impact of the fashion industry.

The show concept was selected and awarded prize money within the competition “Berlin Contemporary” by the Senate Department for Economic Affairs, Energy and Public Enterprises as well as the Fashion Council Germany.

Socials to follow: GLÜCK
When: 13:00 – Wednesday, February 7 (invitation only)
Where: nHow Berlin, Stralauer Allee 3, 10245 Berlin


Author: Kelly van Gemert