On July 3rd, amidst the whirlwind of Berlin Fashion Week, the Berlin-based label Nowrubi Atelier Berlin took over the Atelier Gardens in Berlin-Tempelhof to unveil its new Spring/Summer 2027 collection, “EPHEMERAL.” The collection serves as an artistic exploration of fading memories, pushing past traditional boundaries to question how moments are formed, altered, and eventually reduced to fragments. Our photographer Thilo Wilcke went backstage for us, focusing his lens on the raw, fleeting details and capturing the quiet, immersive energy of the presentation before the looks hit the runway.
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All photos by Thilo Wilcke @thibilosoph
Breaking away from standard runway structures, the setup featured massive, translucent curtains that divided the space, constantly shifting the perspective depending on where the models stood. For the crowd, the looks constantly drifted between absolute clarity and blurred, ghostly silhouettes. To make the process of remembering genuinely tangible, Nowrubi opted for a deeply multisensory concept. Along with the visual barriers of the sheer fabric, the show was accompanied by a subtle scent installation. Different fragrances wafted through various areas of the space, designed to trigger individual associations and emotional anchors for everyone in attendance.
This conceptual depth carried straight over into the choice of materials. The entire collection was crafted using deadstock fabrics—textile industry leftovers that already carry their own history. Through this deliberate upcycling, these materials are given a completely new meaning, returning in a transformed state just like a faded memory.
“With ‘EPHEMERAL,’ we want to show that fashion is more than just the visible product in the here and now. Using deadstock materials gives garments with their own past a fresh narrative. The show is an invitation to pause and look at the value of the fragments that remain in our memory,” explains designer Ruben Nowak, founder of Nowrubi Atelier Berlin.
Supported by official partners Paloceras® Official, STRAYE, and Emil Élise, the show proved once again why we love local Berlin talent that isn’t afraid to fuse sustainability with raw, conceptual storytelling.
