Die Schweiz - Ein Modeland?
Switzerland is known for many things: Chocolate, cheese, watches, mountains. Fashion is rarely on the list. The Swiss fashion scene receives only limited international attention and often remains stuck in regional or national niche markets. For years, however, new Swiss labels have been bringing a breath of fresh air to the industry and are increasingly receiving the presence they deserve through various events.
For example, various fashion and design fairs such as Mode Suisse, Blickfang, LU Couture Fashion Day Lucerne or until recently the Mercedes-Benz Fashion Days Zurich to provide a stage for Swiss fashion. Up-and-coming talents present their creations to a wide audience and use the platforms as a springboard to position and establish themselves on the market. This may sometimes succeed, but often it does not. This raises the question of whether fashion "made in Switzerland" is of any interest to anyone outside the scene.
The situation is different with fabrics. While new fashion labels are struggling to survive and find it difficult to establish themselves outside the country, Swiss textiles enjoy a great reputation worldwide. Eastern Switzerland in particular impresses with its unique pioneering spirit and many years of experience in the textile industry.
Traditional embroidery or multifunctional high-tech "Swiss Made" textiles can survive despite increasing competition from low-cost Asian manufacturers. The high-quality fabrics are not only being staged on the haute couture catwalks, but are increasingly finding their way into areas such as medicine and architecture. For example, a cap has been developed which, thanks to embroidered optical fibers, can measure various body parameters over the long term and monitor premature babies without having to take blood or insert catheters. And with architectural fabrics, technical fabrics are combined with special coating technologies to control light and sound atmospheres.
The combination of tradition, craftsmanship, innovation and technology characterizes the Swiss textile landscape today. Thanks to its promise of quality, innovation and know-how, the "Swiss Made" label is helping to build an international reputation.
We also benefit from this. As Swiss Travel Solutions, we endeavor to provide innovative and high-quality at the highest level to always be one step ahead. We value Swiss craftsmanship and national production, but still think globally and want to drive progress.
