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JOOP! Family
All About Women

Ready, set, go: finally the time has come. After successfully repositioning JOOP! Men and JOOP! JEANS, JOOP! Womenswear will also feature a brilliant new look in the upcoming 2020 fall/winter season. Contemporary, sophisticated but not aloof – the newly redesigned style of JOOP! Women inspires with versatility, clean lines and feminine details.

Exciting insights into the development and style of the new JOOP! Women collection are provided in the exclusive interview with Anke Ratzsch, Brand Director for Joop! Women, Claudia Becker, Head of Design Joop! Women, and Frederik Beltner, Specialist Technical Design JOOP! Women. A discussion about constantly changing fashion, current collection highlights and the new world of JOOP! Women.

JOOP! Family
All About Women

Ready, set, go: finally the time has come. After successfully repositioning JOOP! Men and JOOP! JEANS, JOOP! Womenswear will also feature a brilliant new look in the upcoming 2020 fall/winter season. Contemporary, sophisticated but not aloof – the newly redesigned style of JOOP! Women inspires with versatility, clean lines and feminine details.

Exciting insights into the development and style of the new JOOP! Women collection are provided in the exclusive interview with Anke Ratzsch, Brand Director for Joop! Women, Claudia Becker, Head of Design Joop! Women, and Frederik Beltner, Specialist Technical Design JOOP! Women. A discussion about constantly changing fashion, current collection highlights and the new world of JOOP! Women.

The foundations of the JOOP! brand were laid with the launch of the first women’s collection in 1987, and then followed by a success story that continues to be written today. Ms. Ratzsch, you have been part of the JOOP! family since 2019 as the Brand Director for Womenswear. In your eyes, what makes the JOOP! woman?

Anke Ratzsch: For me, the JOOP! woman was and is a modern, confident female who enjoys living life to its fullest and who loves showing this too. She stands for feminine, urban style with a hint of sexiness – no matter her age. This is exactly the approach we are taking with this new collection. At the end of the day, it’s the customer’s inner mindset that counts: “Some people are old at 18, and some are young at 90.“ – that’s the motto that has guided us.

What can we look forward to with the newly positioned JOOP! Womenswear this year?

Anke Ratzsch: JOOP! Women is modern and contemporary, sophisticated but not aloof: from versatile urban styles and elements updated outerwear to extravagant evening looks, the collection confidently navigates the worlds of premium quality and contemporary fashion. The design stands out with clear lines, but is still feminine and detailed. The look is neither too clean nor too sleek or too formal. Instead, it’s a look with attitude. We’ve focused on statement pieces that ensure women are always well dressed, no matter the occasion.

A lot of hard work went into the topic of fit. Mr. Beltner, you’re the man of the hour when it comes to the perfect cut for the new women’s collection. How do you hold your own as a man in a design team of women?

Frederik Beltner: My personal goal is to think in terms of quality, from the wearer’s point of the view. Fitted cuts and silhouettes play a major role in womenswear. When I design an article of clothing, I always ask myself: Would I find a woman wearing this sexy? After all, the garment should enhance the woman and accentuate her best features. My day-to-day mission is based on this idea.

What steps are style-defining for the new JOOP! Women collection?

Frederik Beltner:  JOOP! keeps pace with the times. That’s why our motto for tailoring is also: “Development never stops!”. Our pattern design is guided by modern, contemporary silhouettes. Our tailoring is clean, sexy and natural, with an easy, relaxed but not too oversized shape. I think it is very important to develop a cut whose fit emphasizes a woman’s individual shape in style, all without focusing on a specific customer profile. Here, it is also crucial to coordinate the respective fits of the individual parts across products to ensure a high level of quality within the collection.

Ms. Becker, as the creative head in charge of the DOB design team, you of course play a special role during the collection’s design process. Do you have a certain way of doing things during the sdevelopment of the collection?

Claudia Becker: Developing the collection is a very dynamic and complex process. During the inspiration phase, our team often researches and thinks in terms of “total looks”. This is an important factor for the subsequent product planning process of our fabrics and components. We usually have immediate customer feedback from the previous seasons available to us. This, however, was not possible when developing the fall/ winter 2020 collection because of the redesigned style. As such, it was a new as well as very exciting and challenging process.

My personal highlight is and will always be the moment in which the colour concept for the new collection is defined and the first print and fabric designs are dyed. That’s when you quickly realize if it’s worth it to stick to some ideas and further develop them.

Our present is shaped more than ever by constant change, new approaches, processes and structures. The world of fashion never stops either. How much of a factor does this play in your work?

Claudia Becker: We continuously research and develop new ideas, and I am increasingly noticing how important it is to organize all these visual inputs – in other words, to have a kind of “idea management”. New trends also arise out of our team’s collaboration. We deliberately look at the most effective way to continually reorganize our ideas. Our inspiration boards are always in a constant state of evolution. Some fabrics and features take more than half a year to develop. This makes it all the more satisfying when you can finally see it on the final products. It takes a lot of patience in addition to good planning.

Ms. Ratzsch has already given us a first impression of the design direction of the new JOOP! Women collection. In your view, what are the highlights and trends of the current JOOP! Women fall/winter 2020 collection?

Claudia Becker: The fashion is all about expressive prints, fabrics and details with a splash of colour. The colours are exquisite in every respect. Sometimes in strawberry red, other times in purple or with lemon as an accent. The subtle play between the logo and cornflower as distinctive brand style elements are absolutely essential for us. It makes a statement by combining modern tailoring with romantic details and contemporary glam. The puffer jacket with a logo band, the pleated skirt paired with an oversized pullover, the slightly transparent chiffon dress with ruching and the sweater with JOOP! relief printing are just a few of the key styles.

Last but not least: what must-have from the new JOOP! Women collection should every fashion-conscious woman have in her closet?

Claudia Becker: Oh, that’s not an easy question (laughing). I suppose, I have more than one favourite piece, which makes it hard to say. One of my highlights is the “little black dress” DALLY. Whether classically paired with a stylish heel or dressed down in a sporty look with a cool sneaker, this dress can do it all thanks to its straight silhouette and subtle touches of bling. Another must-have for me is our new SAHEL denim. Styled with our statement knit pullover or a fashionable blazer, this flared leg denim is a modern essential for every wardrobe. Speaking of knits, I have a very personal and special history with the knitted pullover KAYSA. It was the first style in the collection to be developed on our journey of inspiration in Italy. There are just too many to name – I can hardly wait for the sales launch!