Katharina Hovman
"I'd love to hear an 'Ah' and an 'Oh'!"
How does fashion manage to move people? Katharina Hovman is one of those niche labels that create a world all their own through their unique identity—and with which retailers can surprise their customers.
Text: Nicoletta Schaper. Photos: Katharina Hovman, Philine von Sell
How can fashion inspire? Katharina Hovman’s collection is a good example of this. “Fashion isn’t superficial; it has substance and says a lot about the wearer’s personality,” says Katharina Hovman. “For it to move people, it needs atmosphere. That’s why I encourage our buyers to create their own world in the store and convey a positive vibe.”
The collection kicks things off. The style is clean and uncluttered, with the excitement coming from the fresh, bold hues the label is known for. These are grounded by elegant, muted shades—such as mauve, rosewood, and mustard in the new season. “They’re unusual and create a very special, elegant effect when used in taffeta,” says Katharina Hovman. Taffeta is her signature fabric. “I’m fascinated by what’s light, airy, and ethereal. With O-shapes and subtle details like pleats and ruffles, I add volume, but this is always balanced by narrow shoulders or slim-fit pants paired with a tunic. Always with a modern touch. I want to showcase all of this in showrooms from Düsseldorf to Paris to New York. I hope to elicit gasps of ‘Ah’ and ‘Oh’—that feeling of, ‘It’s surprising all over again!’”
What else is Katharina Hovman hoping for? A sense of optimism, like the one she experienced last season in Paris among international clients. “The world is challenging, but there I sensed that fashion has a different significance—it’s a cultural asset. That’s what I hope for here, too: that people enjoy surrounding themselves with beautiful things. It has nothing to do with being out of touch with reality: Sometimes all it takes is to flip the switch and open yourself up to joy.”
