Melitta Baumeister, the rising star anointed by the CFDA/Vogue Fashion Fund, has just unveiled her Fall/Winter 2024 collection, and it’s anything but ordinary. Instead of a high-profile runway show, Baumeister chose a playful, unconventional path: a series of TikTok-inspired parodies showcasing her designs worn by real people, not professional models.
This move reflects Baumeister’s refreshing approach to fashion. For years, she’s defied categorization, crafting “sculptural” silhouettes that pushed boundaries without sacrificing wearability. Her Fall/Winter 2024 collection continues this ethos, striking a balance between avant-garde experimentation and everyday ease.
Gone are the typical runway theatrics. Instead, Baumeister’s clothes come alive on screen through humorous skits inspired by viral trends like the “Subway Girl” and “Get Ready With Me.” This digital activation, as she explains, explores the captivating pull of social media and its potential as a fashion platform.
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Baumeister challenges the perception of her work as purely “sculptural” and inaccessible. Through her casting call and diverse model selection, she emphasizes the wearability of her designs. From hand-painted denim to trompe l’oeil prints, the collection offers unique yet functional pieces for real individuals, not just red carpet appearances.
Inclusivity is at the heart of Baumeister’s vision. This season, she showcases her bold shapes on models of various body types and gender identities, sending a powerful message of acceptance and defying industry stereotypes.
While this collection might not be her edgiest, it marks a significant step forward in terms of “realness” and engagement. Baumeister is clearly listening to her audience and experimenting with new formats, while staying true to her signature aesthetic. As she prepares for her September runway debut, anticipation simmers – will her designs be fully “oven-ready” by then?
One thing’s for sure: Melitta Baumeister is a designer to watch. Her unconventional approach and commitment to inclusivity are pushing the boundaries of fashion, one thumb-stopping video at a time.
Read more: Comme des Garçons Homme Plus Fall/Winter 2024 – Paris Fashion Week Men’s
©Photo: Melitta Baumeister
