How do fashion labels move beyond apparel to become cultural platforms? Berlin-based DJ, producer, radio broadcaster and journalist 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: - The strategy behind artist collaborations, curated events, and special collections. - How fashion marketing ripples across film, music, and broader pop culture. - 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 Michael behind the decks for a special DJ set to close out the night. Entrance free with registration. Language: English.