Nicole Mohrmann
"Knowing who you are makes you more beautiful than any dress!"
Nicole, you've been observing for years how women fashion . To what extent has consumer behavior changed?
Nicole Mohrmann, owner Nicole Mohrmann: The desire to consume has definitely flattened out, and the mood for shopping has become more subdued. Customers often come to me and say things like, "I have these pants, what can I combine them with?" So it's less about the total look and more about refining their existing wardrobe. What I think is great is that women today know who they are. And that makes them more beautiful than any dress.
In the past, fashion was often a reward. Todaywomencan afford wellness treatments or travel. Can you feel that?
Absolutely. Munich is, of course, a world unto itself. People still invest in handbags here, no question. But in general, fashion has lost its top spot. Women spend money on experiences, on little getaways. On beauty, on feeling good. Lipstick from the big fashion houses, for example, is often a small moment of luxury today, a symbol: I treat myself to beauty without having to explain why.
You yourself are very active on social media and incredibly approachable. What makes you so approachable?
I think it's authenticity. I only show looks that I would actually wear myself. And I see my stores as places to recharge your batteries. Everyday life is loud, the world is exhausting. When a woman comes to us, she should be able to breathe, feel, laugh. That half hour—that's her little break, that's luxury.
Your live sessions with Lori (Note: Lorraine Wilhelm, Digital Creator @lifelovewife) are legendary—250 jackets sold just because you wore them. How do you explain that?
Because Lori is genuine. We don't stage anything: we are two women who love fashion and understand each other. When we go live, the orders come flooding in. Women feel seen and understood. And that is the real currency today.
Macro- or micro-influencers, what is your stance on local voices?
Always small and authentic. Micro-influencers have soul. They stand behind what they show, just as I stand behind my stores. I don't need half a million followers. I need resonance, emotion, credibility.
When you look at all of this, what does style mean to you today?
Style and fashion are no longer a protective shield, but rather an expression of awareness. And I think that's the most beautiful thing about this new era: that women no longer want to be perfect, but rather authentic.
