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BERLIN CONNECTION: “We love the kitties,” laughed Markus Lupfer, when asked about his spirited pastel feline and flower-printed collection, presented at London’s fashion week last month. The German-born, London-based designer was a special guest at a party for luxury shopping portal Emeza, a spinoff of Berlin Web retail powerhouse Zalando. Lupfer’s latest looks joined garments from Roksanda Ilinicic, Opening Ceremony, Theory, Calvin Klein and more in the popup showroom designed to highlight the recently-launched Emeza during German Press Days events for fashion public relations agencies and press.
Lupfer, who despite the country of his birth says he considers himself an English designer, hopes his playful moderately priced separates and shoes will resonate with German shoppers the way they do in his top markets, the U.K., the Middle East and the U.S. “It’s always a smaller market, but it’s a growing market,” he commented. “It’s great to see the online gaining momentum.”
Carola Seher, Emeza’s senior communication manager, said Lupfer was a good fit for Emeza’s growing customer base, who are less purely status driven than the typical German luxury goods consumer. Emeza is currently selling in Europe, and plans to enter the U.S. market in 2014; up next for Lupfer is a sunglasses collaboration with Linda Farrow.