On an icy Berlin morning on January 26, an extensive production and shooting day took place for YOOX for Berlin Fashion Week. The leading Italian online retailer stands for long-lasting fashion as well as design and art objects. Its assortment features globally renowned brands and focuses on contemporary, sustainably produced fashion. The product catalogue offers a carefully curated selection of high-quality clothing, shoes, and accessories by well-known designers, with a particular emphasis on reduced luxury pieces.
At the heart of the shoot: three talents whose presence and confidence brought the selected looks to life.
Balbina is a German singer and composer. Her music is emotional and deeply introspective. For her, art must be brutally honest in order to serve a personal purpose. It is in the moment of making music that her inner world can turn outward.
“I believe music became a form of expression for me very early on, a way to understand what’s going on inside me, because I have so many thoughts in my head.”
She also understands fashion as an expression of form and attitude. She describes her own style as detail-oriented, sculptural, almost geometric. Growing up in Berlin, it is a certain sense of hardness that inspires her – because within that hardness there are countless nuances that allow something soft to emerge as well.
“Fashion and music share one thing above all: their design is completely limitless. And when I say limitless, I really mean it – because in fashion, I can imagine anything. For me, fashion is like a second skin that you can shape yourself and influence. It gives me a sense of independence, confidence, and creativity.“
Sustainability plays a major role for her when it comes to fashion – making conscious decisions for pieces that will stay with you for a long time. Her TikTok videos show how to build a wardrobe that can be recombined again and again over the years. She loves timeless, intricately crafted designer pieces and often finds them at unbeatable prices on platforms like YOOX or even at flea markets. Everywhere she looks, she sees opportunities to access high fashion at a fair price.
“I wish more people had the awareness that it’s worth finding one amazing piece at a good price rather than buying ten cheaply and disrespectfully produced ones.”
Photography by @mclareren
Kristian Schuller presents the looks in front of the camera with confidence and physical intensity. As a renowned fashion photographer, he usually stands behind the lens. This time he switches perspectives. What has always fascinated him about fashion is the ability to embody it – to be conscious of what is being worn. Looking back, he notes that his perspective has shifted significantly over the years: what once seemed essential during his studies gradually lost relevance. The focus moved toward the person in front of his camera – clothing has the function to underline the character.
„As a photographer, the focus is usually on others. And now I’m wearing this Yamamoto, Balenciaga mix and suddenly I realize again – wow, that’s funky, that’s fun. „I had completely forgotten how much fun it is to dress fashionably and, naturally, to draw attention to yourself.”
For him, sustainability extends far beyond fashion. Everything is finite – from our own bodies to our living spaces and the environment we inhabit. Those who take responsibility on a small scale can carry that mindset into larger contexts. In fashion, sustainability is therefore not just about reviving past collections or second-hand thinking. What truly matters is the quality of a garment: well-made pieces are worn and passed on for years. At the same time, sustainability must not become a question of privilege. The real challenge lies in balancing ecological responsibility with accessibility and the democratization of fashion.
„All I can say is: go for it, have fun, be creative and go all in – just don’t be careless. You can think about what you’re doing. Yes, we have the right to express ourselves, to truly follow our own path, but never at the expense of someone else.“
Photography by @mclareren
Jeanna Krichel is a stylist, fashion editor, and creative director. She describes her own style as bold, strong, and voluminous. Her inspiration, both for her personal style and her work, comes from art, color, and sculptural elements she encounters on the street and in everyday life.
„Berlin, in terms of fashion, means freedom to me, the idea that everyone can be who they want to be and wear whatever they like, without anyone else caring. What matters to me is that everyone follows their own style and wears it with real confidence.”
For Jeanna, good styling means responding to the person wearing the clothes. No matter how extreme a look may be, the wearer should appear natural rather than disguised – no one should have to pretend or perform.
“I think you can express emotions and moods incredibly well through clothing. That’s the playfulness I love so much. Fashion isn’t essential for survival, of course – but we all love it because it’s fun and enriches life. So keep everything healthy and be as sustainable as possible.”
More of YOOX here.
Photography by @mclareren
CREDITS
Photography by Lara Schles
Photograph Assistent by Julia Damaris Wilhelm
Creative Production by Nina Maria Dahms, Johanna Erdl
Styling by Lena Lauer
Make-Up by Emina Cviko
Hair by Safak Ünlü
Talents Balbina, Kristian Schuller, Jeanna Krichel