In Dialogue with Fashion

In Dialogue with Fashion. Seefelder/Munich

Seefelder/Munich. Barbara Seefelder not only gave her store her name, but the successful entrepreneur, and mother of two, also injected pretty much all of her 30 years of professional experience and her passion for creativity into the business. Thus, the concept of this lively boutique in Schwabing is a reflection of the owner

herself. Text: Isabel Faiss. Photos: Barbara Seefelder

“I am the heart and soul of this store.” – The owner is behind the sales counter every day.

“My work has always been defined by passionate creativity.” In August 2013, Barbara Seefelder took over the store from its previous owner and transformed it into a relaxing oasis for women on the lookout for fashion that is rare in Munich. When Barbara Seefelder tells her story, she takes you on a wild rollercoaster ride through her career as a fashion retailer, as a style counsellor to the women of Munich’s entertainment, economical, and political circles, as a proud mother, as a creative all-rounder, and – last but certainly not least – as the owner of a store in Hohenzollernstrasse who has finally made her dream come true. Her warm laugh is as honest as her concept. Tops are sorted by colour themes, dress dolls showcase combination possibilities, and one can find a little denim wall with Denham jeans in front of a container plate on the wall. The fashion on show is elegant and casual, as well as young and feminine. Her affinity to Scandinavian design culture draws Barbara Seefelder to fashion trade shows in Copenhagen, but she is also willing to check out more unusual trade fairs in cities like Istanbul and Lisbon to find something special for her customers. Her latest discovery is The Last Conspiracy, a Danish manufacturer of hand-sewn shoes.

Feel the Fashion

Given her vast experience as a style counsellor, Barbara Seefelder thinks in looks and passes her ideas on to her customers in that manner too. “I believe that fashion should not dictate an individual; there should be a dialogue between the piece of clothing and its wearer. Our personal atmosphere, paired with a carefully selected product range, invites our customers to linger and browse.” Barbara Seefelder has a very conceptual product selection approach. She goes to great lengths to ensure that the colours of her store’s 31 brands correlate accordingly. Granted, her approach can make the order process rather difficult, even for the fashion agencies involved. Barbara Seefelder will only sign an order once her individually created concept for the season stands. That’s what defines her style. It is her aim to promote an unobtrusive daily chic to both businesswomen in board rooms and stay-at-home mums alike.

Industrial Design

Container plates on the wall, factory lights hanging from the ceiling, and grandmother’s old sewing machine as a counter; the ladder leaning against the wall is from the grandfather’s shed. “The art lies in the detail and is aimed at leading customers out of their comfort zone”, explains Barbara Seefelder, who openly admits that the passing trade on the once most popular shopping street of Schwabing would not generate enough sales to survive. All the more value is placed on having special offers for regular customers, and on continual progress. After all, the next dreams are already in the pipeline: a second branch and a T-shirt label with an expressive design approach, a statement for men, women, and children. Barbara Seefelder is not ready to reveal more about her future plans just yet.

Barbara Seefelder

Hohenzollernstrasse 38, 80801 Munich/Germany www.barbaraseefelder.com Opening: August 2013 Owner: Barbara Seefelder Employees: None Sales area: 45sqm Brands for women: B.D. Baggies, Bellerose, Better Rich, Blonde No.8, Blank & Studs, Casimier, Custommade, Denham, Duvetica, Fish in the Sea, Frogbox, Goosecraft, Hotspot, Humanoid, Jay Jay, Maliparmi, Masha & Kate, Mason’s, Montgomery, My Flowers of Life, My Herzallerliebst, Pence, Rabens Saloner Accessories brands: Epice, Kindlein, LetmeSee, Lulu DK Tattoos, Saami Crafts, Smitten, Star Mela, The Last Conspiracy, Vanessa Baroni, Warm-Me, Uno de 5