PARIS — With Berlin flashing on fashion’s radar, Markus Ebner, a former fashion director and public relations rep, this week launches Achtung, a biannual magazine inspired by Germany’s energetic creative scene.
“The world has heard a lot about Berlin,” explained Ebner, 33, a German national who splits his time between Berlin and New York. “There isn’t a publication that properly captures what’s going on creatively in Germany. Achtung is meant to carry the German world beyond its borders.”
Although, Ebner said that, while the German-language publication would concentrate on German and German-speaking designers and artists, international fashion brands also would get play. For international distribution, Ebner said selected stories would be translated into English. Starting next year, Ebner intends to publish Achtung on a quarterly basis.
“We want to celebrate the German scene and scenery,” said Ebner, a former fashion director at Details, a sibling of WWD owned by Fairchild Publications. “We’ll feature German photographers and German designers, but mix them with established international brands. We’re slanted to the East in terms of discovering new talent. In the future, we’ll explore the scenery of cities such as Warsaw, Prague and Budapest.”
The first issue, with a print run of 10,000 copies, will carry 10 pages of advertising, including Versace, Helmut Lang, Hugo Boss, Bottega Veneta and Jean Paul Gaultier. Ebner said a full-page ad runs $4,480 to $16,800, or 4,000 euros to 15,000 euros, depending on placement.
German photographer Gregor Hohenberg shot Czech model Karolina Kurkova, accompanied by her grandmother, for the cover. Inside fashion stories include both men’s and women’s spreads, with designer features devoted to Belgian Olivier Theyskens and Austrian Carol Christian Poell.
Other articles include a profile of Adidas board member Erich Stammanger and profiles of German designers Dirk Schonberger, Stephan Schneider, Bernhard Willhelm and Lutz Huelle, who posed for a group portrait.
Meanwhile, photographer Juergen Teller penned an article outlining his favorite roast pork recipe, and DJ Hell did a travel column.
“The aesthetic is distinctly German and realistic,” said Ebner, a former p.r. executive at KCD in New York. “All of the photos are shot in nature. We want to show fashion in a natural context.”
Ebner launched the book with a dinner party in a bank in the former Eastern sector Monday evening. In true German style, he served schnitzel and Riesling wine to the likes of Donatella Versace, Kurkova and Schonberger.
The launch of Achtung follows the ill-fated attempts last year by Sandor Lubbe, founder and former editor of Dutch magazine, to launch a fashion magazine focusing on Germany called Berlin.