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The Hasselblad Lunar is all the fashion with models at SHOWFLOOR Berlin

29/07/2013 Thousands of visitors flocked to the Hasselblad sponsored avant-garde catwalk event at Berlin Fashion Week to get a snapshot of how fashion photographers work – and to ‘test drive’ the high-end Hasselblad H5D-40 and the company’s newly-launched Lunar model.

Fifteen Berlin-based designers, including Anna Sophie Howoldt, Clara Kaesdorf, Dandie Zimmermann and Maria Gluck presented their latest avant-garde creations over a total of twelve fashion shows at KOSMOS-Berlin in Karl-Marx-Allee earlier this month.

And the models just couldn’t get enough of the new Lunar as they strutted the catwalks.

Said Uwe Moebus, Managing Director at Hasselblad Germany: “Our decision to sponsor latest fashion at SHOWFLOOR Berlin tied in superbly with the recent launch of our high quality and highly fashionable Lunar camera. This was the first time Lunar had been seen by a wider audience in Germany.”

He added: “Working with our partners SanDisk and Epson, we set up a fully equipped photo studio and during the catwalk breaks visitors could get an idea of how professional photographers actually work. Models would showcase new designs on the catwalk and then come straight to our booth to be photographed.”

Top photographers Ryszard and Paula Kopczynski used the Hasselblad H5D-40 to capture the fashion shots, which were then immediately printed on-site by a large format Epson printer.

SHOWFLOOR Berlin - attended by national and regional press and TV - presented a total of 15 collections - with each label demonstrating its own unique approach to production methods of the future. These include the application of social responsibility with regard to upholding fair trade principles; industry working conditions and the embrace of optimised transport routes.