Meissen: from porcelain to luxury fashion

The Meissen manufactory in the East German state of Saxony is probably facing one of the biggest changes in its more than 300-year-old history: The company known the world over as a maker of classy porcelain creations is planning to branch

out into luxury fashion. Already a month ago, the company created the “Meissen Couture” label for this purpose.

Meissen plans to start with a collection of bridal gowns and cocktail and evening dresses that will be presented twice a year; the first show already being scheduled for this autumn. Sportswear and men’s shirts may follow along with accessories like sun glasses, shoes, hat boxes and wallets. Berlin designer Friday Weyer will be responsible for the new fashion collection; she had already staged her new collection at the Berlin Fashion Week in cooperation with Meissen.

“For us, this is another step in presenting the brand and the porcelain to a significantly younger customer group without compromising on quality. Frida Weyer’s standards in regards to creativity, quality, craftsmanship and not the least communication are a very good fit with our understanding of the brand,” said Meissen CEO Christian Kurtzke in January about the cooperation.

Meissen wants to establish itself as a luxury and lifestyle brand

The trend of branching out is not a new one – manufacturers of luxury cars Ferrari und Porsche, for example, already have their own clothing and accessories collections and French luxury label Hermès even started out as a manufacturer of wrought harnesses and bridles for the carriage trade.

After decreasing sales in its main business of porcelain and tableware since 2001, even the Meissen manufactory has been rebalancing their product range. The company now offers watches and jewellery but also a line of interior decoration pieces like carpets, wallpaper, tables and porcelain panelling. Silk scarves, ties and cushions are on offer as well. Fashion just seemed the logical next step and even has historical roots for the company.

“Back then, they would soak real fabrics with porcelain, fire it and dress the Meissen figurines with it,” explained Kurtzke the origins of the fashion collection. The company’s patent agents are said to have registered hundreds of products under the “Meissen Couture” label, promising diverse future collections.

Image: Meissen manufactory