JULIAN DAYNOV ON CURATING THE ‘NEUDEUTSCH’ PROJECT AT CIFF
photography ALEXANDER FISCHER interview ANANO SHALAMBERIDZE
“ Projecting clichés and acting with skepticism towards “unknown” creatives is out of time, out of place, and out of style.”
In the ever-evolving landscape of global design, Germany has long been associated with functionality, precision, and a minimalist approach. However, a new wave of creativity is challenging these perceptions, blending tradition with contemporary flair to create a vibrant and eclectic aesthetic. At the forefront of this movement is the NEUDEUTSCH project, a showcase curated by visionary curator JULIAN DAYNOV, celebrating the innovative spirit of modern German design. We sit down with JULIAN to explore the inspiration, vision, and unique elements that define this groundbreaking platform, and how it is paving the way for the future of German creativity on the world stage.
What inspired you to curate the NEUDEUTSCH project, and how did you select the designers and brands featured in the showcase?
My personal appreciation and admiration for new-wave German creatives and their work inspired me to curate NEUDEUTSCH. I noticed that many German creatives are proving that what was once perceived as "one-dimensional" and "purely functional" in German design has evolved into so much more. This observation became a personal discovery that I felt needed to be shared with others who might have a similarly outdated perception of German design. The evidence of this evolution into "contemporary modernity" is clear to me, and I wanted to share these discoveries with my network of design enthusiasts. It felt like a renaissance experience—a reawakening of local design culture that needed to be broadcasted to the world.
How does NEUDEUTSCH reflect the evolving aesthetics of German design, and what makes this new wave of German creativity unique?
In recent years, the design language, visual culture, and aesthetics in Germany have evolved to a more "open" and "welcoming" level. This shift has been influenced by a vibrant international audience of creatives who have made Germany their base and started reflecting their experiences within this "new society" into their work. These predominantly "foreign" design visions merge with the puristic, linear, and commonly unagitated streams of local influence to create an eclectic body of work.
As a New-German myself, I noticed that formats promoting local design talent sometimes excluded "non-native" artists and creatives who live, create, and manufacture in Germany. I wanted to pay tribute to this new wave of German creatives and their visionary work—whether in apparel, interior design, object design, or beauty. I love including brands and designers with a strong visual signature and distinctive style.
How do you see the role of gender-neutral design in the current fashion landscape, and how is this represented in NEUDEUTSCH?
NEUDEUTSCH is dedicated to "the new now," reflecting the spirit of design, fashion, and pop culture. Gender-neutral codes were a natural aspect to incorporate into my selection process, given my own style and work in blurring outdated gender rules. To me and to most modern-day consumers, design is free of judgmental issues. It was important to include this dimension in the curation, as buying behavior has evolved. All designs presented within NEUDEUTSCH are at a point where the concept of "gender" simply does not apply. Silhouettes, shapes, and scents—these know no gender; they know only taste, likability, and modernity.
What do you hope attendees will take away from NEUDEUTSCH, and how do you envision its impact on the future of German design and fashion?
I’m thrilled to see how, for many brands, this is a highly appreciated opportunity to present their work on such a massive platform like CIFF. It's a chance to test reactions, meet buyers, encounter the press, and evaluate their scope for further business growth. Many designers get their first orders from globally recognized concept stores and boutiques, accelerating their exposure and scaling their business. NEUDEUTSCH is all about empowering, generating visibility, and bringing newness and freshness.
I’ve already witnessed the admiration NEUDEUTSCH has received after the show in Copenhagen and earlier at Pitti Uomo in Florence. I hope this public attention will evolve into a broader movement—one that appreciates and supports new-wave design culture. We should all be more dedicated to supporting creatives who are still at their starting point by giving them a platform, sharing their work within our networks, and bringing them to the table where business is made. Projecting clichés and acting with skepticism towards "unknown" creatives is out of time, out of place, and out of style.
