Wild Thing – The Swiss Fashion Scene

Wild Thing – The Swiss Fashion Scene

An insight into a vibrant scene: portraits of around fifty innovative modern Swiss fashion labels



Title Information

Edited by Museum für Gestaltung Zurich, Karin Gimmi and Christoph Hefti

1st edition

, 2021

Text English and German


136 pages, 217 color and 40 b/w illustrations

23 x 28.5 cm

ISBN 978-3-03942-015-5


What kind of fashion exists without mass production, without Hollywood and international fashion weeks? In Switzerland, far from the international spotlight and the dictates of the major fashion hubs, small labels, collectives, and young graduates as well as established brands test their potential for greatness. Creative designers take initiative and position themselves in Berlin, join the fashion circus in Paris, or establish clever business models at home in Switzerland.

Wild Thing—The Swiss Fashion Scene, published in conjunction with an exhibition at Museum für Gestaltung Zürich, puts a spotlight on this development and the products resulting from it. The book picks up on current topics—such as minimalism and the questioning of assigned gender identities—that shape designs, design concepts, and processes. Lavishly illustrated, it features looks and creations by important labels, selected outfits, textile inventions, and collection presentations. Together with brief interviews, portraits of individual designers, and text contributions, Wild Thing—The Swiss Fashion Scene is a highly attractive snapshot of Switzerland’s creative and vibrant fashion scene.

In addition, the book contains links to short print-in-motion videos, which can be watched by pointing a smartphone camera at the corresponding image. The videos offer portraits of designers, interviews with fashion experts, and contributions from fashion schools.


With contributions by Moritz Ahrens-Pohle, Karin Gimmi, Michelle Nicol, Evelyne Roth, Katharina Thietze and Jeroen van Rooijen.


Labels and designers featured in the book:
After Work Studio, Alexandra Bachzetsis, AMOK, Amorphose, Bally, Bryan Colò, Calida, Cécile Feilchenfeldt, Christa de Carouge / De Niz, Christoph Hefti, Claudia Bertini, Claudia Caviezel, Collective Swallow, Emma Bruschi, En Soie, Fabio Prosdocimi, Forbidden Denimeries, Freitag, Garnison, Heinrich Brambilla, Ida Gut, Ikou Tschüss, Jacqueline Loekito, Jet Set, Julia Heuer, Julia Seemann, Julian Zigerli, Kandahar / KDH1932, Kazu Huggler, Kévin Germanier, Lela Scherrer, Lukas Wassmann, Mammut, Mode Suisse, Nathalie Schweizer, NCCFN, Ottolinger, Poplin Project, Qwstion, Rafael Kouto, Sonnhild Kestler, Stefi Talman, Thema Selection, TOKU Swiss Label, Vanessa Schindler, Velt, YVY


Karin Gimmi is an art historian and curator at the Museum für Gestaltung Zurich.


Christoph Hefti is a designer and lives in Zurich and Brussels. In 2009 he was awarded the Swiss Grand Prix of Design.

Authors & Editors

"Actually, we don't have much to do with fashion, but WILD THING changed this indifferent attitude abruptly." Annegret Diethelm and Attilio D'Andrea, Tessiner Zeitung


"A broader panorama of contemporary fashion from Switzerland is currently unavailable anywhere." Dietrich Roeschmann, artline.org