SCHICKERIA Editorial - Hagen Berger
c: Designer:
Hagen Berner
Art Director & Producer:
Josephine M. Aymar
Photographer:
Julia Lee Goodwin
Photo Assistant:
Sara Malikova
Talents:
Viktoria Yerchyk
Johanna Rohr
Hair and Make Up:
Liubov Dyvak
Videographer:
Luis Kirchner
Styling Assitance:
Wiktoria Okuniewska
The so-called Schickeria, once synonymous with Munich’s upper class, was known for its ostentatious lifestyle, lavish parties, and extravagant fashion.
Originally coined as a mocking term by tabloid media, the expression quickly took root in popular culture and became a symbol of Munich’s high society. While the heyday of this scene seems long gone, the term lives on now, describing a particular social milieu, often referred to as the Bussi-Bussi society.
However, over the years, the fashion expression of this group has evolved: where once exclusive brand, glamour, and conspicuous elegance reigned, today’s look is defined by deliberate understatement and uniform aesthetics. Fashion archetypes have emerged that reflect specific social codes and signal belonging. This editorial starts precisely at that point. It breaks with the current stylistic conventions of the scene and reinterprets the original idea of extravagance and individuality.
The aim is to translate the old Schickeria aesthetic into a contemporary visual narrative, beyond clichés, with a touch of irony and a clear perspective on fashion as a social statement.