SS25 SHOW "GOOD GIRL GONE BAD"

For Spring/Summer 2025, Namilia partners with Ed Hardy to reimagine its iconic status in celebrity culture, transforming archive and vintage garments into couture gowns and elevating streetwear pieces with handcrafted embroidery and couture tailoring. Together we explore the lifecycle of fame and the pop cultural landscape of the 00s and early 2010s, a decade defined by paparazzi shots and ruthless tabloid gossip and its cultural impact on us today.

Everyone wants to be famous, and anyone can reproduce their likeness via social media, inviting the same adoring worship and cutthroat criticism that were once reserved only for the tabloids. Being famous, with all its glamour and destruction, can feel so attainable nowadays.

We are obsessed with this cycle of rising and falling that turns stars into victims, especially for women. We worship the diva and shun the whore as the limelight inevitably wears down her decadence into decay. While pop culture supposedly shames those who fall out of public grace, their spectacle also inspires the next generation.

Namilia asks why pop culture pushes us to our breaking points for recognition, attention and some kind of belonging? Why does society desperately categorize us into stereotypes only to be disappointed when we fail to fully live up to these impossible standards?

Why do we love to watch others fail?

Thanks to:

HAIR&MAKEUP: LA BIOSTHETIQUE
HAIR&MAKEUP DIRECTION: THESIRENFACE
STYLING&CASTING: FABIO HEYDORN
STYLING&CASTING ASSISTANT: EMILIA VONIER
SHOW PRODUCTION: NOWADAYS
LEAD PROJECT MANAGER: DASIA SCHOWENGERDT
RUNWAY PHOTOGRAPHER: ALEXANDER FISCHER
VIDEO PHOTOGRAPHER: NEVEN HILLEBRANDS, JENS SCHMIDT
MUSIC: sh3l___
FASHION COUNCIL GERMANY
BERLIN SENATE DEPARTMENT OF ECONOMIC AFFAIRS; ENERGY AND PUBLIC ENTERPRISES