#TBT Jil Sander as "The Queen of Less"
Jil Sander or "The Queen of Less" has been shaping the German fashion world with its modern and at the same time simple designs for women for over 50 years. Your designs are timeless and therefore still up to date today. This is also demonstrated by the award of the "German Design Award" in 2018, which Sander received, even though she already left active business in 2013.
Heidemarie Jiline "Jil" Sander has been known for her elegant and high-priced fashion for women, which is described as clear and timeless, since the 1980s and for men as well as for her cosmetic line since 1997. In addition to Karl Lagerfeld and Wolfgang Joop, Sander is one of the few internationally renowned fashion designers in Germany. Because of her minimalist, simple designs and her preference for luxurious fabrics, she received nicknames from the press like "Queen of less", Queen of Omission , and "Cashmere Queen".
"The most terrifying moment was when my mother woke us up and said, 'It's raining - today rubber boots are put on.' You have ideas as a child. " - Jils Sander
These ideas of fashion are becoming more and more concrete for the designer: It is important to her that fashion not only radiates elegance, but is also comfortable to wear. And so she sets about designing clothes that are as comfortable as men have long been wearing. She creates women's fashion from fabrics for men's suits, which are not masculine, but simple and soft.
Her designs are always minimalistic and the fabrics are luxurious, so that she soon gets the nickname "Queen of Less" or "Cashmere Queen". The “Queen of Omission” also lives according to this motto. She does not wear jewelry, only a Rolex watch adorns her wrist.
But first she lives out her passion for fashion as an editor for magazines like "Petra" and "Constanze". At this time, she was already influencing fashion spreads by asking manufacturers to change small details. She became more and more aware that she wanted to design herself and so she opened her first fashion boutique in Hamburg-Pöseldorf in 1967. Only a year later she founded the "Jil Sander GmbH".