EVERYTHING COUNTS: 032c Readytowear Spring/Summer 2025

PRESS RELEASE

I’m not interested in living in a fantasy world. I’m interested in living in a world where antitheses can exist simultaneously, where every fragment is considered, ascending to one thought, a world where everything counts.

The production of fantasies is inherent to the creation of garments; designing clothes is like designing dreams. EVERYTHING COUNTS does not want to sell utopian reveries that are hermetically closed off from the world, it has the contemporaneous existence of differences at its core, taking everything into account because everything counts. The collection consists of distinct fragments from everyday life that become one idea under the framework of EVERYTHING COUNTS—seeming profanities that turn into something sacred as they rise to build one thought.

In continuation of creative director Maria Koch’s Fall/Winter 2024 collection, Spring/Summer 2025 also ruthlessly tackles timelessness and admires observation and objectivity over opulence, and silence over decadence, while acknowledging that they can all co-exist. EVERYTHING COUNTS is an anti-Zeitgeist uniform that shuns seasons and where minimalism is hardcore. Waists have been dropped further, silhouettes have become tighter, decisiveness and precision run through the tailoring. Embroidery, colors, and prints are just as likely to reference situations from daily life as conceptual art and theory.

For this collection, Koch collaborated with Georgian-American artist Ketuta Alexi-Meskhishvili, whose cameraless photograph “I am Kurious Green” is used as a print throughout the collection. Making reference to The Fall’s 1998 album I am Kurious Oranj in its title, the artist produced the photograph by placing a piece of found fabric directly onto a film negative and exposing the image with LED finger lights, which are usually used in clubs. Alexi-Meskhishvili thinks of her photograph as a solitary rave in the studio, where anything can happen to make an image—akin to an atelier, where anything can happen to make a garment.

EVERYTHING COUNTS thinks about what can happen when light no longer directly shines, when beauty has to exist independently of perception, when hardcore is transformed into softness without losing its solidity and sincerity. EVERYTHING COUNTS imagines a world where everything can and should count.

CASTING

Under the direction of artistic talent director MONA TOUGAARD and casting director BEN GRIMES, the model casting included Amelia Gray, Alton Mason, Yasmin Wijanaldum, Alex Consani, Colin Jones, Meadow Walker, Gabbriette, Saunders, Casey Spooner, Paul Hameline, Ottawa Kwami, and Stella Maxwell, among others.

ATTENDANCE

The show was attended by Rich the Kid*, Andro Wekua, Ketutata Alexi-Meskhisvili, Jack Lang, Bill Kaulitz, Jaren Jackson Jr.*, Tina Kunakey*, Guram Gvasalia, Hugo Comte, Will Welch, Jacob Gallagher, Gro Curtis, Stylenotcom, MJ Harper, Reese Laflare*, Destroy Lonely, Marc Forne, Luka Sabbat, Arthur Kar, Sarah Andelman, David Fischer, Benjamin Huseby, Serhat Işik, Petra Collins*, Smino*, Zack Bia, Kelvyn Colt, Shy Glizzy*, Adekunle Gold*, SadBoi*, Ken Carson, Steff Yotka, Alex Kessler, Elevator Boys, Thea Djordjadze, Jill Mulleady, Patricia Manfield, Evan Mock*, Shameik Moore, Fiona Zanetti among others as well as the two current 032c cover stars Varg²™ and Loli Bahia*.

*Dressed in 032c. See all photos and more behind-the-scenes content HERE.

MUSIC

Directed by Michel Gaubert (N.O.I.S.E), the runway soundtrack featured EMERGE (2001) by Fischerspooner (Casey Spooner was also walking) and MODERNIST SURVIVAL UNIT (2024) by Wolfgang Tillmans.

PRESS

HYPEBEAST

“Koch’s timeless vision for 032c came alive effortlessly, spread across well-built outerwear, feminine suiting, and denim co-ords that transition from day to night.” - READ MORE

VOGUE BUSINESS

“A polymathic force in the fashion business, 032c is sleek, fiercely creative and has a uniquely German dose of hard-edged cool.” - READ MORE

WWD

“The Anti-zeitgeist Uniform [...] Koch’s production design decision was intentional, to show that beauty must exist independently of perception.” - READ MORE

PARTNERSHIPS

For the Spring/Summer 2025 collection, 032c partnered with CUPRA as mobility partner, COPENHAGEN STUDIOS for footwear, Berlin-based eyewear brand MYKITA for the Toto sunglasses, SCAROSSO for shoes, MAC COSMETICS for makeup, and WELLA for hair.