LaLa Berlin at Fashion Week S/S15

LaLa Berlin at Fashion Week S/S15

As part of its partnership with fashion label Lala Berlin, cosmetics label CATRICE is developing a new platform for selected designers during the Mercedes-Benz Fashion Week in Berlin for spring/summer 2015.

Mirela Abadi, founder of PR agency Prag Agency, has been successfully representing renowned designers with her fashion expertise for years. Now she is curating a new platform with the fashion shows of designer Dawid Tomaszewski and Lala Berlin.

The two labels are presenting their collections on the 9 of July at the Tischlerei of Deutsche Oper Berlin. Designer Leyla Piedayesh, head of fashion label Lala Berlin and partner in the cosmetics company CATRICE, says: “After having done two fantastic shows with CATRICE in Berl in we came up with the idea of offering up-and-coming designers a professional platform on which to present themselves and their craft.” The label Lala Berlin has already established itself successfully on the international fashion market. With its PR work, Prag Agency has been accompanying the label’s rise for seven years. With their unusual choice of locations, well-known front row personalities and inimitable style, Lala Berlin’s fashion shows have been garnering plenty of attention in the local and international press. Head designer Leyla Piedayesh is being lauded by American magazine Harper’s Bazaar as the German answer to Isabel Marant.

In addition to Lala Berlin, newcomer star Dawid Tomaszewski will also be presenting his work at the Deutsche Oper. The designer is known for his exclusive couture dresses. Mirela Abadi says of her selection: “Together with CATRICE I picked Dawid for this project because I bel ieve in his potential. He embodies a modern version of glamour that promises success.”

The integration of fashion is an important element of CATRICE’s innovative company philosophy, as sponsor and partner of the fashion show. Twice a year the cosmetics company renews 25% of its range, in order to offer a collection of trend colours that reflects the international runway trends in addition to the classic nuances. CATRICE, whose high-quality products are available in over 30 countries worldwide, will be the official make-up partner of the Lala Berlin fashion show
for the third time running. In autumn the results of the close cooperation will appear in the shape of a Limited Edition by Lala Berlin for CATRICE. For the first time the cosmetic label, together with make-up artist Loni Baur, will be creating a new look for newcomer Dawid Tomaszewski.

With many years of experience under its belt, Prag Agency will, no doubt, ensure the resounding success of the project. In addition to labels like Lala Berlin, the PR agency has already helped Berlin-based labels like Kaviar Gauche, Ina Beissner and Achtland establish themselves internationally. The concept development of the show, set-up, choice of locations and the development of themes, as well as the music selection are all in the hands of Prag Agency.

A holistic approach guarantees the sustainability of the project: the designers are provided with an international team of stylists, casting agents and hair stylists for their shows – in cooperation with the renowned agency Shotview. CATRICE is also involved in the creative process of the fashion shows. The label provides the designers with an international team to develop the perfect make-up for the collections. Beyond that, Dawid Tomaszewski will be supported in gaining a foothold on the fashion market in the long-term: in cooperation with the designer, Prag Agency will be structuring his collection and developing his brand image, including lookbook and cooperations. The designer will be working with Paris-based stylist Anna Schiffel.


The aim of the project is to further establish Berlin as a fashion location with relevance far beyond the borders of Germany. And there are future plans to offer additional national and international designers a platform. “We want to contribute to the diversity of Berlin Fashion Week, help young designers position their labels and to attract international names to
Berl in,” says Dagmar Riedel-Kei l , marketing director at CATRICE.