Gerrit Jacob's eponymous label continues to explore the tension between class rebellion and selling out in its Spring/Summer 24 collection titled "The Traitor." This collection takes the label to a new level of maturity by exaggerating the sentimentality of youthful optimism seen in previous collections.

Gerrit Jacob is a highly acclaimed fashion designer known for his unique and thought-provoking designs. With a passion for creativity and an eye for detail, Gerrit has carved out a distinctive place in the fashion industry. Based in Berlin, his eponymous label showcases his bold and innovative design aesthetic, captivating audiences with collections that push boundaries and challenge conventional norms.

Gerrit's journey into the world of fashion design began with a deep-rooted fascination for the art of self-expression through clothing. His unwavering commitment to craftsmanship and his ability to blend elements of rebellion and sophistication have garnered him recognition and admiration from both industry insiders and fashion enthusiasts alike.

Each collection Gerrit creates tells a story, delving into themes such as social dynamics, identity, and the dichotomy between tradition and modernity. His Spring/Summer 2024 collection, 'The Traitor,' explores the complex relationship between class rebellion and the compromises individuals make in their pursuit of success. Not only is Gerrit Jacob a visionary designer, but he is also an advocate for sustainability and ethical practices within the fashion industry. He seamlessly incorporates these values into his design and production processes, striving to create a more conscious and responsible approach to fashion.

As Gerrit continues to make waves in the fashion world, his collaborations with other designers and brands have further expanded his creative horizons, resulting in innovative and groundbreaking creations. With a keen understanding of Berlin's vibrant culture and dynamic environment, Gerrit draws inspiration from the city's pulsating energy and eclectic mix of influences, infusing his designs with a distinct Berlin edge.

As we sit down for an exclusive interview with Gerrit Jacob, we delve into his creative process, his experiences as a designer, and his insights into the future of fashion. Join us as we unravel the mind behind the captivating designs of Gerrit Jacob."

Hello GERRIT, welcome to COEVAL, how has your cultural background + childhood had an impact on the creative that you are today?

I think, just like everyone else , both have had a huge impact on who I am today, the things I like and the things that are important to me. The things that surround us growing up are the things that shape us and the things we like. My mother is a bit of a collector so my (small) childhood home was just full of random bits and no square inch was untouched so I definitely can say that that was a huge influence on me.

How challenging was the start for you and when was your first approach to fashion? How did you overcome challenges at the start and looking back to that moment, what advice would you give to yourself now?

It was super challenging, though at the time I would say I was quite resilient. All I knew was that I wanted to study at the best school for my field and I did whatever I had to do for that to become a reality.

Looking back, moving to London with little money and no financial support from my family was BATSHIT crazy but I don’t think I realised just how crazy it was. Advice I would give myself would be to not try to buy nice clothes when I couldn’t afford it.

You have a strong and clear identity as a fashion designer, how would you describe your approach to research when it came to create the new Spring/Summer 2024 collection ‘’The Traitor’’?

Every season starts with the name and the shoe. The first few weeks I take a lot of time thinking about what I want the whole thing to feel and look like, the colours I gravitate towards and just what the overall vibe will be.
Then the actual designing of the clothes and prints is a pretty instinctive organic process that revolves mostly around drawing, photoshopping, redrawing and repeating the whole process about 15 times.

In this collection you are challenging themes immemorial of loyalty, identity, power and corruption. Why are these topics very important today? Do you think a fashion collection can educate others somehow?

I’m not sure a fashion collection can educate others but I think it can give, and should, give creatives a voice within the greater sphere of fashion.
It can sometimes be frustrating to put so much effort, time and care into what I’m trying to say and exploring certain narratives and their context, for people just to complain about prices.

How has your vision developed over time as a creative person? What significant discoveries have you made about yourself?

A creative vision, ideally, should always evolve, especially within a field as reactionary and fast-paced as fashion.

I have discovered just how important having a voice and just how much I need to realise my ideas in order to function as a person really. Another thing that one realised pretty quickly doing this is the things that are important to me & where and what I will compromise. There is pressure coming from all sides regarding prices, timing etc so it’s really important to know your values to not give in to certain pressures that would compromise what you believe in.

Inside a fast society today, how important is it for a creative to build a strong visual + cultural identity?

It’s literally the only thing that really matters. To me fashion is culture and one of the things I set out to do by doing this brand is to have this be a part of culture. What that looks and feels like is not necessarily up to me but only if you have something truly authentic to say you will last.

How important was the educational background for you? What would you change in the education system today? How challenging is the activism part for you?

For me personally education has been very important. Everyone always says this but the true value is in your peers that you meet and how excellent they are and we are all learning from each other.

I think generally the idea of prestige universities is a bit of a hollow concept but I have obviously been on the receiving end of this and it has opened many doors to amazing opportunities .

I’m definitely not doing any activism, I’m just doing my thing, am happy when it’s being appreciated and try to be as honest and candid about it as I can be.