Summary
Calzedonia has landed a real coup with its new autumn/winter campaign: Heidi Klum as the face of the collection ensures that the Italian brand is currently present in nearly every German fashion publication, supported by numerous beachwear stories that further fuel the brand name. This dominance is no accident. Star power plus product relevance has always been a reliable formula, and Calzedonia is using it more consistently right now than many of its competitors. Almost in the same breath, H&M is making a comeback with new collaborations and runway themes, ensuring that October fashion coverage in Germany can hardly overlook the Swedish chain.
Details
Right behind them, ABOUT YOU is positioning itself with a current fashion show and a concurrent promotional week, demonstrating how strongly online retailers can now stage their own spotlight moments instead of relying solely on quiet discount campaigns. Akris, meanwhile, provides a genuine surprise: VOGUE Deutschland explicitly names the Swiss brand as a prime example of the current trapeze bag trend, which is increasingly replacing the previously dominant Slouchy Bag. It is a small but refined proof that accessory trends often communicate more quietly, yet no less effectively, than major campaigns. Freitag's approach works in a very similar way: its new Reference bag series was presented in detail in VOGUE in mid-October, showing how elegantly upcycling design can now look. It is a theme that resonates particularly well with environmentally conscious German consumers. In the sports segment, PUMA and adidas are engaged in a lively side-by-side rivalry: PUMA is generating buzz in the sneaker scene with new Speedcat models and fresh collaborations, while adidas demonstrates continuity with new sports product launches and a broad retail presence. Nike is responding with new Air Force 1 and Jordan releases; it remains visible in German sneaker feeds but appears somewhat less eye-catching than usual compared with the more dynamic drops of its competitors. Beyond the sneaker world, Fielmann asserts itself as one of the most visible names in the German eyewear market, with concrete expansion news and a new flagship store in the Rhein-Ruhr-Zentrum, while Triumph uses an anniversary campaign to remind us that even traditional lingerie brands can hold their own in a market shaped by fast trends.
- 1Nike is responding with new Air Force 1 and Jordan releases; it remains visible in German sneaker feeds but appears somewhat less eye-catching than usual compared with the more dynamic drops of its competitors.
- 2For the German fashion world, this means that autumn 2026 will not be dominated by a single narrative, but by a vibrant coexistence of star power, sustainability and athletic innovation.
- 3This dominance is no accident.
- 4Star power plus product relevance has always been a reliable formula, and Calzedonia is using it more consistently right now than many of its competitors.
- 5Almost in the same breath, H&M is making a comeback with new collaborations and runway themes, ensuring that October fashion coverage in Germany can hardly overlook the Swedish chain.
Conclusion
All in all, today's view of the German fashion industry reveals a landscape where major campaign moments, such as Calzedonia's, and smaller yet delicate trend impulses, such as the bag stories of Akris and Freitag, stand side by side on equal footing. While H&M and ABOUT YOU score with classic fashion spectacle, PUMA, adidas and Nike rely on the dependable rhythm of new product drops, and Fielmann and Triumph prove that steady brand work can have an impact even beyond the big runways. For the German fashion world, this means that autumn 2026 will not be dominated by a single narrative, but by a vibrant coexistence of star power, sustainability and athletic innovation.