How do fashion labels move beyond apparel to become cultural platforms? How do fashion labels move beyond apparel to become cultural platforms?

In this upcoming lecture, Berlin-based brand strategist and DJ Michael Leuffen breaks down the mechanics of music marketing within the fashion industry. Drawing from the distinctive history of Carhartt WIP and his firsthand corporate experience, the talk explores why cultural relevance has become the ultimate currency for brands today.

The discussion will cover:

1. The strategy behind artist collaborations, curated events, and special collections.
2. How fashion marketing ripples across film, music, and broader pop culture.
3. The tipping point where commercial intentions evolve into independent cultural spaces—giving rise to boutique festivals, platforms like NTS Radio, and unique, artist-driven projects.

Right after the lecture, Vittoria will join ML behind the decks for a special DJ set to close out the night.