Showcasing its new SS25 collection, the event will be held at delphi LUX Kino Berlin on July 3, 2024, from 17:00 to 20:00, featuring three consecutive screenings and live performances. This phygital installation merges both physical and digital presentations, providing the audience with an immersive experience. The concept for this phygital presentation stems from Damur Huang’s (founder of DAMUR) childhood experience in ballet.
“I remember having to wear a shirt and shorts during a ballet performance in kindergarten, while the other girls got to wear pretty balle skirts. Of course, I didn’t know much about gender norms back then, but I somehow was hurt and felt that I didn’t belong there.”
Huang Damur
This early encounter with gender stereotypes made him feel excluded, highlighting how strongly skirts are associated with femininity in society. “I think this society or the mainstream culture often forces predominant ideas on how people should dress themselves, that they need to look in accordance with their biological sex. The SS25 collection is #DAMUR’s way of rethinking those frustrations, turning them into a universal message of inclusion and self-expression.”
“Skirt”: A Breakthrough from Rigid Gender Stereotypes
“Skirt,” the debut fashion film by #DAMUR, curated in collaboration with Taiwanese director Psychobaby Gill, tells the story of seven young individuals in Berlin. Each character is adorned in unique skirts from the #DAMUR SS25 collection, showcasing their personal aesthetics and sensuality.
They gather and wander through the Görlitzer park, express their desire for intimacy with each other and fully reveal their identities on the dance floor. Regardless of gender, sexual orientation, race and body shape, all protagonists in the film are united by the expressive power of the skirts they wear.
Drawing inspiration from the movie “Blow-Up,” “Skirt” challenges societal expectations of gender and opens a dialogue about the power dynamics resulting from rigid stereotypes. The film encourages viewers to reconsider traditional gender norms and embrace the diversity and individuality that skirts can represent.
DAMUR SS25 Collection: A Love Letter to gender-neutral and Sustainable Fashion
In line with the theme of the fashion film, the #DAMUR SS25 collection draws inspiration from Victorian skirts. As a symbol of traditional skirt usage he deconstructs them as and questions social norms while emphasizing the brand’s values. A particularly special piece is a skirt crafted from 25 ties bequeathed to Damur by his father. This skirt merging sentimental value with a provocative statement by blending ties into skirts.
Another piece is a white knee-length skirt adorned with white ruffles, which serves as a recollection of Damur’s childhood memory about ballet. Additionally, a black long dress with asymmetrical neckline and drawstring details captures the vibrant spirit of a disco ball. All showcased pieces are made from surplus fabrics provided by #DAMUR’s collaborators in Taiwan and Europe. Underscoring the brand’s commitment to upcycling and sustainable fashion.
DAMUR collaborates with Jägermeister to host a Flashmob
The event will be held at delphi LUX Kino Berlin, a venue known for its immersive atmosphere that seamlessly blends live performances with the fashion film. This unique setup allows #DAMUR to engage both in-person attendees and digital content enthusiasts. Parallel to the film screening, #DAMUR is teaming up with Jägermeister. Both organize a Flashmob Campaign, where participants have the chance to be professionally photographed wearing the #DAMUR X Jägermeister #HighEnergy collection.
Date: Wednesday, July 3, 2024
Time: 17:00 – 20:00
Venue:
Delphi LUX Kino Berlin, Saal 3,
Kantstrasse 10 / Yva-Bogen, 10623 Berlin
Screenings:
World Premiere: 17:30 (Doors open at 17:10, show ends at 17:50)
Second Screening: 18:20 (Doors open at 18:00, show ends at 18:40)
Third Screening: 19:20 (Doors open at 19:00, show ends at 19:40)
About #DAMUR
#DAMUR is a Berlin-based high-end unisex streetwear label known for its gender-fluid designs and commitment to upcycling and sustainable fashion. Founded by Damur Huang in 2015, the brand merges fashion with art and philosophy. Huang is creating pieces that provoke thought and celebrate individuality. Website
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