ADDICTED TO FASHION

Fashion is a popular style or practice, especially in clothing, footwear, accessories, makeup, body piercing, or furniture. Fashion is a distinctive and often habitual trend in the style in which a person dresses. It is the prevailing styles in behaviour and the newest creations of textile designers.Because the more technical term costume is regularly linked to the term "fashion", the use of the former has been relegated to special senses like fancy dress or masquerade wear, while "fashion" generally means clothing, including the study of it. Although aspects of fashion can be feminine or masculine, some trends are androgynous.[For over a hundred years, Forster Rohner AG has stood for high-quality embroidery. They produce embroideries for elite fashion houses, and range from ready-to-wear to haute couture. With their new innovation of wearable technology by implementing light into textiles, they are going to conquer new markets, reports Regina Henkel.

When Conrad Forster-Willi founded his embroidery company in 1904 under the name of Forster Willi & Co; embroidery was Switzerland's most important exports market. Although this segment of the Swiss textiles industry has since undergone major transformations, the fascination for this unusually versatile product still remains, besides the invaluable know-how that has been handed down from one generation of employees to the next. The idea to implement light in fabrics is a result of both.

With the integration of active bright light in textiles, Forster Rohner expanded fashion design to a new dimension, and managed to create the world's first true hybrid of textile and technology. The
special feature: the Forster Rohner fabrics retain their textile properties even after integration of a technical application. In other words: "It was important that the fabric remains a fabric, and also behaves the same way as before, including washability," explains Jan Zimmermann of Forster Rohner. "Even though it's a technical product", he adds, "everyone expects full washability."