"There are enough perfect pictures of fashion shows. I'm interested in the special moments; the look in the eyes of a model just before she steps out onto the runway, the chaos backstage, an unusual perspective of the front row."   Marc Schuhmann

Models without make-up, an audience full of expectations, Klaus Wowereit, the major of Berlin, kidding with Marc Jacobs, beautiful women on the catwalk, but also left behind rubbish in the foyer or anti-consumption graffiti on the way to the show. In this book seven photographers give us subjective snapshots of the Berlin Fashion Week in July 2011 - and thus the feeling of having been there in person.

Since 2009, photographer Marc Schuhmann and creative director Joern Toellner have been documenting the Berlin Fashion Week in a special way. Instead of sterile images of fancy fashion shows, The Berlin Fashionweek Photodiary ™ gives insights into backstage areas and studios, fittings and castings, sometimes blurred, sometimes from an uncommon point of view - but always authentic, close to the people and with an eye for special moments. “There are enough perfect pictures of fashion shows. I’m interested in the special moments; the look in the eyes of a model just before she steps out onto the runway” says Marc Schuhmann.

After the huge success of the two previous editions, The Berlin Fashionweek Photodiary™ #3 takes the subjective diary concept even further, and gets even more personal: all accompanying texts are handwritten - spontaneous notes of journalists during the shows as well as contributions such as original sketches from designers. And the well-known illustrator Henrik Abrahams, who did live sketches during the Fashion Week, as well as for the German Vogue Magazin, allows us a glace into his sketchbook.

28 designers are represented in the book. Among other things, we see Iris van Herpen, Perret Schaad, Marcel Ostertag, Patrick Mohr and Vladimir Karaleev from a new perspective - and even catch a glimpse of the otherwise top-secret studio of Lala Berlin during the preparation of the shows. There is also an emphasis on Austrian fashion design.

Good pictures are not necessarily taken with expensive lenses”, say both editors. Once again, all the photographers were working only with small analog rangefinder cameras and used kodak films. The book omits image processing. Everything should be as authentic as possible - more a contemporary document than a fashion book. Marc Schuhmann and Joern Toellner consciously want to create something enduring and therefore valuable. This is also seen in the manufacturing of the book. Each of the editions designed by Joern Toellner is a quality print, thread-stitched and bound in an embossed velour cover. The edition is strictly limited to 400 numbered copies.

THE BOOKSize 14x19 cm, 224 pages, hardcover in black velours, thread-bound 138 photographs in black/white and colour, texts of different authors in german, english, french and russian language
Limited Edition of 400, numbered
Price: 35,00 EURO // ISBN 978-3-942831-25-3

INDEXA.F.Vandevorst . Augustin Teboul . Blame . Callisti . Dawid Tomaszewski . Designer for Tomorrow
Dimitri . Don’t Shoot The Messengers . East Berlin . [ep_anoui] . Hien Le . Iris van Herpen
Issever Bahri . Japanese Designers . Kostas Murkudis . Lala Berlin . Malaika Raiss . Marcel Ostertag . Mediadesign Hochschule . Michael Sontag . Michalsky . Michel Mayer . Patrick Mohr
Perret Schaad . Pitour . Sava Nald . Superated . Thomas Behrens . Vladimir Karaleev . Wood Wood

Marc had always hated carrying a camera around with him when he was out and about. All that suddenly changed a few years ago when he discovered a passion for a small analogue rangefinder camera. Now, out of his trouser pocket he was able to conveniently and effectively record what inspired him. With this seemingly "disposable" camera, Marc has worked for several magazines, held an exhibition and has also produced three books. In 2009 he came up with the idea of "The Berlin Fashionweek Photodiary™" and is now, along with designer Joern Toellner, the editor of this series of books. 

Marc has worked with
Yashica T4/T5.

Joern is a Berlin-based freelance creative director and marketing consultant. Some years ago he fell in love with the "grain" while experimenting with numerous analog ragefinder cameras and filmmaterials. The award-winning Photodiary™-series was the perfect medium to use analog technique.
Joern is specialized in branddesign and branddevelopment and also offers concepts and solutions which help to reduce costs in the visual marketing processes. He worked at numerous famous and awarded branding and design agencies like V8 or MetaDesign AG. Customers/Budgets: Audi, Bundesregierung, Deutsche Post Worldnet, Diogenes Verlag, DPD, Mercedes-Benz, Playmobil, Pfleiderer AG, Schwan Cosmetics, Schwan STABILO, Siemens, Solon AG, Voith, Volkswagen etc.

Joern has worked with
Olympus mju-II.

Since the foundation in 2002, Stefan Scheuring is owner and CEO of absolution PR. Moving to Berlin in January 2011, he established a second residence in the heart of the city. The office is located in Brunnenstraße, Berlin-Mitte and supports fashion and lifestyle clients like Marcel Ostertag, Irene Luft, Sava Nald, Austrian Fashion Design, as well as Lee Jeans. Previously he has been working for reputable companies, e.g. Häberlein & Mauerer, MTV, Planet Hollywood and ProSieben.

Maxime Ballesteros was born in 1984 in Lyon, France. after studying in ERBASE (fine art school of St Etienne), maxime graduated in 2007 with a DNSEP (master diploma of art). he has shown his photograhic work in France, Belgium, Russia, and in Germany. he has been based in Berlin since 2007.

"Not that we could confirm, but we believe he sleeps with his camera. Firmly rooted in Berlin’s young and quirky art scene, he is bound to become something of an encyclopaedist of today’s Berlin." Annika Von Taube 

Maxime has worked with
Contax T2 and Yashica T3 Super.

Karsten Friemel lives and works in Berlin. Actually he doesn´t take pictures anymore. However, if he starts doing it again, he goes along with people and quietly catches moments that never come back.

TENY™ has worked with
Olympus mju-II.

Christoph Mack studied Photography at Berlin based Lette-Verein and now works as a freelance photographer. His usual focus is on intimate portrait work, but for the Photodiary he picked up his Yashica and immersed himself in the busy Berlin Fashion Week world.

Christoph has worked with
Contax T2 and Yashica T3 Super.

Chloé Richard is a globe-trotting French photographer who gets inspiration from the places she's lived and the people she's met along the way. From the French Alps to Portland, Oregon, to New York City to Berlin which she now calls home, she has a unique talent for capturing fleeting moments with honesty, subtlety and grace. Her work has been seen in L'UOMO VOGUE, Nylon, Dazed Digital, Lodown Magazine and Derzeit among others.

Chloé has worked with
Yashica T4 super.

After a long turn in other disciplines like arcitecture, production and grafik design he started to work as an illustrator for different clients: VW, DIE ZEIT, Stern, Men´s Health, Brigitte, Indie Magazine, TUSH etc. He lives with his family in Berlin.
Julia von Cube discovered her passion for fashion in Paris. Finishing her university career in the fashion capital of the world opened her eyes to the beauty and art of fashion. After interviewing Vivienne Westwood she knew - there are many amazing stories to be discovered! At the moment she works as a reporter for 1LIVE and is looking forward to the next Fashion Week.

Rike is Co-Owner and Creative Director of Agency V, a fashion PR and consulting firm that represents twenty fashion and accessory designers. The offices are located in Berlin and New York.
Thanks to Barbie, Viola´s fashion carreer started in early childhood by sewing crazy outfits for the most-loved-and-hated doll! Since then she feeds the fashion cake with her experiences in design, dressmaking, trendwatching, styling and editing. As a stylist and style consultant she works for fashion mags, film, advertising, celebrities, fashion- and beauty labels. Analysing street style and catwalk tendencies as a fashion editor for online magazines is her daily challenge. Whether telling fashion stories or trendspotting style-phenomenons; she might never become tired of  fashion-like Barbie!. 
Yury Kolesnichenko is a Russian writer, editor, stylist & artist, living in Europe, a traveler telling you stories that capture my heart.  My works are focused on culture, fashion and lifestyle, and very passionately I translate what ever might become lost in the sub-cultural content.  There are minor things that matter, things that enable us to see a big picture.

Aboli Lion studied art history and media science as well as public relations in Berlin. In addition, she also has a qualification in cultural management. She has been working in the art scene  in the fields of event conception, culture management and communication since 2001. She has also curated a variety of exhibitions. Her main focuses include project management and public relations.
Bjoern Luedtke is a freelance journalist and lives in Berlin. He specializes in the subjects of fashion and marketing.
Born in Haifa, Hili Perlson is a Berlin-based writer and art critic. She is the Editor-at-Large and the Online Editor for sleek magazine. She is also a co-founder and editor of the online magazine META ( and a certified pilates teacher. Her writing on fashion and art features in publications such as Art in America, Whitehot and ArtSlant.

Turid Reinicke is fresh blood in the venes of fashion. Just finished her studies in fashion journalism, she wants to get rich or die tryin'. In search of herself and the solution of the world's problems she writes her brain out of her head and spreads her scraggy thoughts and words all over the place – Don't trip on it! At the moment Turid Reinicke tries strategically to reach the world domination as an editor of BLONDE Magazine.
Anne Sauer is a writer and editor for customer magazines, guide books and art and design books. For her blog DurchBerlin, which became  over the years YogainBerlin, she writes about yoga, sustainable fashion, and the Berlin art scene.
Typographer, marketing graduate, freelance creative director, advertising agencies such as Scholz & Friends, Red Rabbit, JvM, BBDO, Heimat, ARS, Grey and many others. Many national and international creative awards such as ADC and Cannes Lions, anthologist of 'Die Alben' (The Albums) , ADC member (photo jury).
Since 2008 with seltmann+söhne photobook publishers. Formed in 2004, the name says it all.
The goal is to make and publish books of the highest quality in printing technology, design and content. The focus of the publisher is on art and photo books..

American-born Berlin-based journalist Susan Stone writes about culture, business and social issues.  She covers Berlin fashion week for Women's Wear Daily, and has rather bad handwriting.  Her work has also appeared in the Los Angeles Times and Spiegel Online, and has been broadcast by the BBC, NPR, PRI's The World,  Deutsche Welle, and Radio Netherlands Worldwide.   Susan's radio stories earned a RIAS Award in 2009 for reporting on Germany.  
I am a gypsy by heart and dream of setting foot on each of the seven continents. Being a free spirit and living an unconventional lifestyle has given me the opportunity to meet like minded people all over the planet . I love everything artistic, like drawing, sewing, music and literature. I believe that happiness is a stack of unread magazines and that books should indeed be judged by their covers. Most times my life feels like a wild roller coaster ride. I do enjoy every loop.

.... or get your copy of the limited 400 edition at the following official selling points: more will be announced soon!

10119 Berlin

10785 Berlin

WALDAlte Schönhauser Strasse 32c
10119 Berlin

VOO STOREOranienstraße 24
10999 Berlin

EASTBERLIN STOREAlte Schönhauser Straße 33/34
10119 Berlin

LALA Berlin STOREMulackstraße 7
10119 Berlin

ANSICHT | Photo. Design. Art.Fehrbelliner Str. 23
10119 Berlin

10119 Berlin

COLETTE213 Rue Saint-Honoré
75001 Paris

+49 . 30 443 189 192

>>> download press release PD#3

Since 2008 with seltmann+söhne photobook publishers. Formed in 2004, the name says it all. The goal is to make and publish books of the highest quality in printing technology, design and content. The focus of the publisher is on art and photo books. Another focal point is the Icelandic literature. seltmann + sons-books can be found in all known art and photography book stores.

Creative Headz provide ideas, concepts and art direction for fashion events coordination and production of fashion and lifestyle events choreography and directing for entertainment shows show production and casting for fashion shows. we are elvyra geyer / management / choreographer / director
zigi mueller / producer / stage management
mag. maria oberfrank / designer / creative artist

Kodak is one of the pioneers of film products and the world’s foremost imaging innovator. The company represents 125 years of innovations within the photo industry - in analogue and digital business. Kodak helps consumers, businesses, and creative professionals unleash the power of images, information, and printing to enrich their lives. In the graphic communications industry, Kodak serves customers in the printing, publishing, packaging and enterprise markets with intelligent solutions for competitive advantage and greater return on investment. Fore more info please join us at or follow our blogs on ."

As an experienced partner of photographers and agencies, Pixel Grain offers all-round, client-oriented services. We specialize in processing analog and digital image data using top-quality technology.

MEA is a Berlin-based agency that has been actively working for luxury brands in the field of design and communication for more than 15 years. In parallel, MEA is also engaged in contemporary art – for example, as a strong supporter of the Temporäre Kunsthalle Berlin, as the executive producer of the international art and fashion exhibition Dysfashional, or as a partner in the book project The Berlin Fashion Week Photodiary™.
The principal mission of MEA is the interconnection of these business fields: to be a partner for artists and the industry, and to build connections that bear novel communication strategies as well as innovative forms of presentation and staging.
Our objective is to support both outstanding contemporary artists and the avantgarde of young rising talent alike. We strive to provide them with enough time and space for inspiration while sharing our experience in the production and communication of complex projects. Our goal is to facilitate the realisation of exceptional art and to bring it to the attention of a broad audience in surprising and unconventional ways.

Romano Casellini, aka rocani, is a freelancer based in Zurich and Berlin specialized in developing interactive web-based user experiences.


THE PHOTODIARY™ Anklamer Str. 36 . 10115 Berlin . Germany
jt[at] //
PHONE: +49. 176 23 51 92 80


We wish to thank Mia Abadi. Daniel Aubke. Kate Baumgart. Karen Bofinger. Linda Böhner. Robert Bruch (PrivateRoofClub) . Maike Dannenberg. Rike Döpp. Arne Eberle. Alina Fichtner. Daniela Fischer. Karsten Friemel. Claude Gerber. Elvyra Geyer. Cressida Greening. Herbert Hofmann. Laura Krawietz. Peter Klein. Carsten Lang. Aboli Lion.  Björn Lüdtke. Drazen Miletic. Florian Müller. Sean O'Brien. Franziska Paul. Hili Perlson. Patrick Reuter. Chloé Richard. Stefan Scheuring. Heike Schirmer. Olga Schlosser. Gregor Schneider. Christina Schönborn. Volker Tietgens. Lisa Thiele. Elodie Tripet. Michael Weies. Lukasz Wolejko-Wolejszo. Robert Wieser and to ALL DESIGNERS AND PR-AGENCIES WHO HELPED US TO CREATE THIS FANTASTIC BOOK!


Marc Schuhmann
Selchowerstrasse 30
12049 Berlin

Phone +49. +49. 171 65 42 30 2
Telefax +49. 30 46 06 70 38

Quelle: erstellt mit dem Impressum-Generator Website von eRecht24.

Haftung für Inhalte
Die Inhalte unserer Seiten wurden mit grösster Sorgfalt erstellt. Für die Richtigkeit, Vollständigkeit und Aktualität der Inhalte können wir jedoch keine Gewähr übernehmen. Als Diensteanbieter sind wir gemäss 7 Abs.1 TMG für eigene Inhalte auf diesen Seiten nach den allgemeinen Gesetzen verantwortlich. Nach § 8 bis 10 TMG sind wir als Diensteanbieter jedoch nicht verpflichtet, übermittelte oder gespeicherte fremde Informationen zu überwachen oder nach Umständen zu forschen, die auf eine rechtswidrige Tätigkeit hinweisen. Verpflichtungen zur Entfernung oder Sperrung der Nutzung von Informationen nach den allgemeinen Gesetzen bleiben hiervon unberührt. Eine diesbezügliche Haftung ist jedoch erst ab dem Zeitpunkt der Kenntnis einer konkreten Rechtsverletzung möglich. Bei Bekanntwerden von entsprechenden Rechtsverletzungen werden wir diese Inhalte umgehend entfernen.

Haftung für Links

Unser Angebot enthält Links zu externen Webseiten Dritter, auf deren Inhalte wir keinen Einfluss haben. Deshalb können wir für diese fremden Inhalte auch keine Gewähr übernehmen. Für die Inhalte der verlinkten Seiten ist stets der jeweilige Anbieter oder Betreiber der Seiten verantwortlich. Die verlinkten Seiten wurden zum Zeitpunkt der Verlinkung auf mögliche Rechtsverstössüe überprüft. Rechtswidrige Inhalte waren zum Zeitpunkt der Verlinkung nicht erkennbar. Eine permanente inhaltliche Kontrolle der verlinkten Seiten ist jedoch ohne konkrete Anhaltspunkte einer Rechtsverletzung nicht zumutbar. Bei Bekanntwerden von Rechtsverletzungen werden wir derartige Links umgehend entfernen.

Die durch die Seitenbetreiber erstellten Inhalte und Werke auf diesen Seiten unterliegen dem deutschen Urheberrecht. Die Vervielfältigung, Bearbeitung, Verbreitung und jede Art der Verwertung ausserhalb der Grenzen des Urheberrechtes bedürfen der schriftlichen Zustimmung des jeweiligen Autors bzw. Erstellers. Downloads und Kopien dieser Seite sind nur für den privaten, nicht kommerziellen Gebrauch gestattet. Soweit die Inhalte auf dieser Seite nicht vom Betreiber erstellt wurden, werden die Urheberrechte Dritter beachtet. Insbesondere werden Inhalte Dritter als solche gekennzeichnet. Sollten Sie trotzdem auf eine Urheberrechtsverletzung aufmerksam werden, bitten wir um einen entsprechenden Hinweis. Bei Bekanntwerden von Rechtsverletzungen werden wir derartige Inhalte umgehend entfernen.

Die Nutzung unserer Webseite ist in der Regel ohne Angabe personenbezogener Daten möglich. Soweit auf unseren Seiten personenbezogene Daten (beispielsweise Name, Anschrift oder eMail-Adressen) erhoben werden, erfolgt dies, soweit möglich, stets auf freiwilliger Basis. Diese Daten werden ohne Ihre ausdrückliche Zustimmung nicht an Dritte weitergegeben. Wir weisen darauf hin, dass die Datenübertragung im Internet (z.B. bei der Kommunikation per E-Mail) Sicherheitslücken aufweisen kann. Ein lückenloser Schutz der Daten vor dem Zugriff durch Dritte ist nicht möglich. Der Nutzung von im Rahmen der Impressumspflicht veröffentlichten Kontaktdaten durch Dritte zur &Umml;bersendung von nicht ausdrücklich angeforderter Werbung und Informationsmaterialien wird hiermit ausdrücklich widersprochen. Die Betreiber der Seiten behalten sich ausdrücklich rechtliche Schritte im Falle der unverlangten Zusendung von Werbeinformationen, etwa durch Spam-Mails, vor.