1000 Ideas by 100 Fashion Designers

Georg Hieber 107

030

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This man has no need

to draw attention with

ridiculous out ts or

hype. He conquers

prudently–with

materials, details,

and  nishing that

set him apart from

others. Georg Hieber

advances in secret,

with his German name,

European touches,

and Argentinean

clients. This is a

case in reverse–a

European seeking

Latin America. It is

the story of a German

who leaves behind a

half- nished Berlin in

order to construct a

Buenos Aires. In his

exclusive jewelry-store-

like studio, located

on Avenida Alvear in

Buenos Aires, he likes

to play hide-and-seek,

with small windows

and little on display.

The mannequins are

blindfolded and labels

are subtly placed inside

garments. The command

to tone down is also

obeyed in his designs, a

concept he calls neo-

luxury, because his

styles feature elegance

without the glitz.

Georg Hieber

www.hieber.com.ar

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291 INSPIRATION. It’s never based on

a single vision. It’s important to have a

solid base on which to design a collection:

brainstorming ideas for looks, designer

team synergies, the necessary market

information, foreign travel to experience

the new trends  rst hand, and, lastly and

most importantly, the fantasy of a designer

to give it that touch of magic.

292 D

EVELOPING A COLLECTION. For me, it

was so important not only to have studied

fashion design, but also patternmaking and

dressmaking. This makes transferring an

idea to paper easy, so each garment can be

designed and made up. If the idea is clear

and drawn up, it is very simple to follow

the thread and adapt all of the designs to

it. This is the essence of a designer, and it is

where your performance can be seen.

293 C

OLORS. Strong colors always have a

special place in my collections and are used

for details and accessories as an intensi er.

Most of the pieces are neutral colors; my

basics are black, white, and natural tones.

294 R

EFERENCES. I am restless by

nature and need to be up-to-date at all

times about what’s happening in art,

design, technology, and culture. Likewise,

it is necessary to have the sensitivity to

adapt yourself to what is happening in the

world of politics, economics, and society.

295 T

RADITIONAL MANUFACTURING VS.

EXPERIMENTATION. The balance between

tradition and experimentation is of extreme

importance in fashion. Whatever the case,

my label is based more on classical lines

than cutting edge. The most important

thing a  rm has to achieve is a signature

piece. In our case it’s the raincoat, a

perfect piece for any event or season.

108 1,000 Ideas by 100 Fashion Designers

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Georg Hieber 109

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296 COMMUNICATION. A brand doesn’t

exist without this, or at least it can’t last.

I personally handle all dealings with the

press, media relations, and marketing.

The message we have to put across is our

DNA: femininity, elegance, and modernity.

These are conveyed through a mixture

of television, magazine, and newspaper

appearances.

297 M

ATERIALS. The fabrics I choose

are only made with natural  bers. In

my opinion, the fabrics, the  nishes, and

any type of accessory have to be of the

highest quality. I generally prefer fabrics

with body, although there’s nothing I

de nitively say “no” to. I’m currently

adding linen and polyester to my

collections, whereas I had never thought of

using them before.

298 E

VOLUTION. The concept of the

label doesn’t change with each season; but

the collection always has to surprise and

offer appealing novelties. Right now we are

trying to create a younger and less formal

look.

299 S

ALES. When putting together

a collection, designers need to have a

view to marketing the garments; they

have to know what clients are looking for

and adapt to their needs. A marketable

collection has to be varied and offer a

range of intelligent prices. It should also be

wearable.

300

G

OOD HABITS. Designers have to be hard-working, obsessive

with their ideals, and perfectionists with details. They have

to love what they do, be creative, and never grow tired of

the ups and downs. Nothing is given to you in life; you have

to  ght and exert yourself to reach your goals, and it helps

to have a little luck on your side.

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