Breuninger launched capsule collection with artist Paul Schrader
What: Breuninger launches an exclusive 200-piece capsule collection with Hamburg artist Paul Schrader, featuring calligraphy-inspired designs and vibrant summer motifs.
Why it is important: This collaboration exemplifies the growing convergence of art and retail in premium department stores, building on Breuninger's successful track record of cultural partnerships and limited editions.
Breuninger's latest artistic venture brings contemporary art into fashion through a carefully curated collaboration with Hamburg-based artist Paul Schrader. The collection, launched at their Munich flagship store, comprises limited-edition hoodies and t-shirts, each design restricted to 200 pieces. The launch event, part of the "Style meets Art" weekend, showcased Breuninger's commitment to creating immersive retail experiences. The programme included an editor's talk with GQ Germany's Senior Culture Editor Ulf Pape and Paul Schrader, complemented by additional cultural elements such as a beauty talk with Berlin duo Conquet Vaudou and a masterclass by New Notes Founder Erik Minati. This comprehensive approach to the launch demonstrates Breuninger's expertise in blending artistic expression with retail innovation.
IADS Notes: Breuninger's collaboration with Paul Schrader builds upon a series of successful art-fashion initiatives throughout early 2025. The launch aligns with their broader "Art is Fashion" campaign unveiled in March 2025, which established a strong foundation for creative partnerships. The Munich flagship store, recently crowned "Store of the Year 2024", continues to demonstrate its role as an innovation hub, as evidenced by the AMI Paris café concept in April 2025 and now with this limited-edition capsule collection. The strategy mirrors the success of their Paradise Now collaboration in May 2025, showing how Breuninger effectively combines exclusive products with location-specific experiences to create compelling retail narratives. This consistent approach to merging art, fashion, and local culture reinforces Breuninger's position as a leader in experiential retail.
