Marina Hoermanseder
The designer is not being slowed down by the pandemic
Marina Hoermanseder knows how to convince with her special look.
© Colgate
As a designer, Marina Hoermanseder is “ready to look for ideas and solutions” – even in the pandemic.
The Austrian designer Marina Hoermanseder (34) has become an integral part of the fashion industry. Stars like Lady Gaga (35) and Taylor Swift (31) also love their fashion in the look of orthopedic leather corsets. But their designs are no longer limited to clothing. The Berliner-by-choice has already given cell phone cases, drinking bottles, tights or uniforms her typical Hoermanseder look.
She has now designed a limited-edition cosmetic bag for the new Colgate elixir toothpaste. Together with some influencers, she presented the bathroom accessory virtually and live via social media from the Supercandy Pop-up Museum in Cologne. Hoermanseder reveals in an interview which other creations her fans can look forward to. In addition, she looks back on yesterday’s “Germany’s next Topmodel” final, in which her creative designs could be seen again on the models.
What can visitors now expect in the Supercandy Pop-up Museum in Cologne?
Hoermanseder: I heard a lot about it in advance and was really excited to see what to expect. Every room offers a great backdrop. The Colgate elixir Infinite Room was my highlight – the room is like an oversized bathroom mirror in which you can find yourself endlessly. Lots of pink LEDs provide cool lighting.
You have already given some products your legendary buckles, why now also a cosmetic bag?
Marina Hoermanseder: As a fashion designer, I love aesthetics, beautiful things and unusual designs. I am fascinated by adding that certain something to everyday products. When the request for the cosmetic bag came in, I really wanted to implement it. Of course, I have already designed my own bags for the Marina Hoermanseder brand. A cosmetic bag was another and valuable challenge.
What projects can your fans look forward to this year?
Hoermanseder: We are currently working on incredibly exciting projects, for example a Marina Hoermanseder sub-brand, which we want to bring to market this year. There will also be other great collaborations that I am really looking forward to!
The corona pandemic doesn’t seem to have really slowed you down?
Hoermanseder: In fact, like many others, I was initially faced with the challenge of dealing with a new situation. However, I am a person who likes to look ahead. After all, the fashion world also lives from change, which is why, as a designer, I am focused on looking for ideas and solutions. For example, my team and I worked increasingly with regional producers from Berlin and were able to support each other during the pandemic. The changes have also had a positive effect on my private life: I do telephone meetings from my home office and can be there for my daughter at the same time. So I’m confident that you can get the best out of every situation without being completely slowed down.
You gave birth to your first child at the beginning of November. Do you find it difficult to reconcile your job and family?
Hoermanseder: To be honest, I never used to plan my day completely and let things come my way. However, being a mother taught me to manage my time even better and sometimes I am amazed at how well it works today! In addition, I have a talented team that actively supports me and an understanding partner as well as my wonderful parents who have my back. On some days – and I am certainly speaking for every mother – it is a challenge to bring everything under one roof. However, I am incredibly grateful to have this experience.
Only one week after the birth you were on the “GNTM” jury. You were there again at the final, how did you experience the show?
Hoermanseder: It was an incredibly enriching experience! The show and the finale were beautiful, emotional and exciting for me. Of course, it’s unbelievable to see his designs on the models in TV format and I’m happy that my team and I were able to equip the finalists for the final walk. But what particularly excited me about the show was the topic of diversity and the opportunity to get rid of stereotypes and enrich the fashion world with even more diversity.
What is your assessment as a designer, when will there finally be a familiar fashion show with an audience again?
Hoermanseder: Unfortunately, I cannot give a forecast at the moment. However, I am convinced that there are many ways to get the fashion show to the audience as long as the pandemic is with us intensely. We have great technologies that we just have to use, for example via virtual reality. I believe that challenges are always opportunities and that we designers can think even more creatively.
Do you miss sending the models onto the catwalk with your creations?
Hoermanseder: Of course I miss Fashion Week, the usual excitement shortly before the models walk down the catwalk and the moment afterwards, when you lose all tension. However, I am very lucky that I was able to gain a similar experience at ‘Germany’s next top model’ this year.
How do you see the future of the fashion industry?
Hoermanseder: I think fashion will always be a big part of society. However, I believe that we can learn a lot from current technologies and we need to be even more aware that designs are made even more sustainable in order to be able to enjoy wonderful creations in the long term.