
L’enfant Terrible
Fashion has a new enfant terrible: feisty German-born designer Bernhard
Willhelm. Katharina Kowalewski chats to the 36-year-old about surrealism, his
affinity with Japan and objection to the uniformity and rigidity of fashion
today.
The theme for this issue of Oyster is surreal. What is the most surreal
thing that has happened to you?
Before moving to Paris, I worked in Antwerp in Belgium for 10 years, which
is a very surreal place. It’s very much like the twilight zone. When I was
there, it wasn’t a fashion city. You had very extreme, very morbid kinds of
places, and everything was sort of falling down. There were also shops where
the garments in the window were completely bleached out from the light and then
in a corner there would be a little old woman working! For me, that was one of
the most surreal things to see in Europe.
And Paris is real? Oh, I don’t know. There is not much space for new
buildings and the city is done, so I don’t know if it’s still ‘moving’. It’s a
good and a bad thing, but I just hope it doesn’t become a museum like Venice.
It’s already a bit like that.
So why didn’t you stay in Antwerp where you have so much space to develop?
Because Antwerp was also becoming very small. It changed completely in the 10
years I was there. That was also a very surreal experience – seeing it change
from the twilight zone into a fashion city where you can buy any label in the
world in such a small space. I think there is the same amount of shops in
Antwerp that you now have in Paris, which is scary.
Your designs have some surreal elements. Where do you draw most of your
inspiration from? I think this inspiration and muse thing is so overrated. I
find most of these come from working. Every morning I think, ‘Today I am going
to do something I want to do’ and I think most of the things we do actually
come from our wanting and needing to do them. It sounds very pragmatic, but
it’s also a challenge. I am a very curious person and every day I try to find
something new that interests me, which is actually how we build up each
collection. I like the feeling of being attracted to something, whatever that
is. I am not a designer who makes sketches and pins them on a wall. It’s a very
free way of creating a collection.
Tell us about your childhood. I didn’t like going to kindergarten or school.
I guess too many people in a group drive me crazy. It’s so much about
competition when you are young, and I am not a really competitive person. I
created a connection with nature, as I just liked being out in the green. I had
a greenhouse with cactuses and meat-eating plants and strange creatures like
turtles. All the other kids had furry animals and I just liked turtles! I am
crazy about reptiles and it was something that kept me going when I was young.
Then, when I was 16, I became interested in art and in fashion. But if I didn’t
do it anymore, I would go back to nature.
Would you work in Germany’s Black Forest region? Yeah, I would be out there
in the green with the changes of the seasons and fresh air, just being happy
with the little things.
How do you stay in touch with your inner child? You need an escape and you
can find that through the pleasure of exploring the world. Setting a target
market at 25 to 40 and thinking about what they need is really strange to me.
And who cares? I find that all so old! I don’t want to think about people
getting dressed and going to the office.
So who do you see when you design? That’s a bit of a mystery, but since the
beginning, it has been Japan. They are one of the few nationalities who
actually like or appreciate young designers who aren’t known. They like the
idea of being the first ones to have something new. Europeans don’t seem to
have that so much. They need hype, press and magazines to believe in it. I
think the Japanese are quick. They like the fun of it. Our women’s collection
is actually licensed and made in Japan with Kashiyama. The men’s is still in
Belgium, because it’s a very small collection.
Do you design with characters and storylines in mind? Definitely. I think
you need a story to bring a collection to its end. A collection has to tell a
bit of a story, at least. It’s not about five jackets, six trousers and five
pullovers. I think it should be more about what you actually want to say.
Storytelling can be done in many different ways. You can tell a story through
the presentation or the cut, or through the colours or the prints. There are
many different ways you can combine storytelling.
Where do you draw the line between commercial and creative? Do you just
choose the creative and anticipate that it will become commercial one day? I
would love to say that, but I think it has to be a balance of both. The
balance, I’d say, has more to do with the price. The clothes we do are not
supposed to be commercial, but there is always both.
Tell us about the fabrics you use. For dying the fabrics, we try to use
Japanese techniques you won’t find in Europe. We work with a young guy in Kyoto
who does the dying for all the kimonos. It’s nice to put Japanese tradition
into the clothes. Japanese designers have always been one of my favourites and
they kind of kept me going as a designer. They were probably the most important
in the 80s and 90s. I don’t think Belgian designers can deny that a lot of what
they do is coming from Japan. I think they deserve respect.
Who are the most iconic Japanese designers? It was Yohji Yamamoto and Comme
des Garçons. I also like Koji Tatsuno a lot. Every time I go to Japan, I say it
is the most exotic place I can go. The whole culture – the food, the clothes,
the people – is so exotic to me, and I’m kind of fascinated by that.
With your new men’s collection, will you be keeping a certain sexiness?
Men’s fashion in the last 10 years has been so much about the suit and looking
kind of prep and normal. I just needed to mix things up and discover a new
sexiness for men, which is what we’ve been trying to do in the last three
seasons. The body is something you actually can show and there are still some
men who are not ashamed of their bodies and their sexuality. I grew up with the
whole AIDS history and after that I think fashion became kind of baggy and
sexless. I feel that it’s time to kind of discover that sexiness again, but it
isn't easy. Menswear is something you have to put a lot of energy into.
With your women’s collection, you tend to go with volume and flat shoes… I
think that sexiness for women is always something else. I want to get rid of
the whole idea of pumps and that kind of catwalk sexiness, as I find it very
uniform and tiring. These models all have the same kind of walk and all turn
themselves the way a model is supposed to turn and it seems like this is the
only way a woman can be expressed on the catwalk. I just can’t deal with that!
Give them trainers or give them something so they can just move differently or
look different. I kind of feel close to Japan because they developed the style
of not being too sexy. I think I’m just more attracted to intellectual women.
High heels and overly skinny girls make me feel awkward. I don’t really feel
like looking at them because they sometimes seem like victims: anorexic and not
very happy.
So why did you present models in cages in your last collection? This was a
very abstract idea I got from the way museums pack and ship statues. To put a
woman in the box means the woman becomes a statue. We made a special box for
each woman, where the gesture and position was fixed and frozen. People saw
them as victims or marionettes, but I saw it more as a wrapping idea – a
packaging for the cloth. Sometimes when you get a present, the wrapping is more
important than what is inside.
You once said there should be another way to present clothes than a catwalk.
In the beginning, you want to play by the rules. You want to be in those
magazines but, in the end, they ignore you or you realise this is not what you
want. In the end I was like, who cares? So now we just do what we feel like
doing. We also started doing films and installations because it’s another
freedom. You don’t really have to present on the catwalk to be in magazines and style.com and media
marketing systems.
Is success for young fashion designers about luck or hard work? You need
both, but you also need clients. If you don’t have them, forget about it. We
are kind of lucky because we have the Japanese people supporting us through the
licence. You need this support because it’s getting more and more difficult. I
think it’s nearly impossible to do a collection now if you don’t have rich
parents.
What do you consider to be a big problem within the fashion industry today?
I’m not a big fan of branding, status and Hollywood glamour. It just doesn’t
interest me and I don’t understand it. I would not feel better with a designer
bag – which is usually very ugly or not very personal – it’s just this stupid
bag. I know alternative sounds really old, but I think we need an alternative
to big groups like LVMH.
Would it be a dream or a nightmare for you if everybody wore Bernhard
Willhelm? Uniformity is so sad. Please mix it up. Make things happen your own
way. I’m happy we don’t have to wear uniforms. It’s nice to be different and
individual. It’s interesting how most people look for a partner who has the
same interests and even the same look, and after a while they get bored with
each other because they don’t learn anything.
Where do you get this mix from? I don’t manifest it; I just like seeing it –
especially where we live and work in Paris. Sometimes you’ll see a guy dressed
like he would be in the Sahara, wearing a caftan in bright blue, and it’s so
nice to have this ethnic mix. I don’t want to see tourists and I don’t want to
see bourgeois Parisians who take themselves so seriously in their upper-class
ghettos and think they are better. I find it very uninspiring. I think a mix of
all cultures is very important for the 21st century, and Paris has to learn
that. I want to mix more. I don’t want to be in this group where I only talk
German. I tend to be lazy though, so I have to force myself to mix. But I think
everybody has to.
So why did you choose to be here in Paris, next to the top French brands?
I’m really wondering what I am doing here, because I could be anywhere. I would
prefer to maybe be in the Black Forest and then go to Paris twice a year to
show my things. Maybe I should do that (laughs)! 