10 Questions with Designers Alexandra Fischer-Roehler and Johanna Kuehl of Kaviar Gauche

Designers Johanna Kuehl and Alexandra Fischer-Roehler

1)  How did you meet and decide to work together?

We met during our studies at ESMOD in Berlin, the International University of Art for Fashion and quickly realized that we think stylistically similar. Even then, our strengths and weaknesses complemented each other very well. That hasn’t changed until today. We decided on working together after we graduated and launched our brand in 2004 with a guerilla fashion show in front of the department store Colette in Paris.

2)  What are each of your roles?

We are working together as co-founders and CEOs. Sometimes one of us is better than the other in some tasks, but that makes our co-working so interesting. We are very similar but at the same time we have our own minds, which makes it sometimes a bit controversial but never boring and always inspiring.

3)  How did you decide on designing bridal and eveningwear?

Kaviar Gauche actually started with prêt-à-porter. The first wedding dress came out by chance, it was called “Dream Dress” and did not miss its effect. It was much sought after. We have now specialized in this and do exactly what we do best: large robes and minimalistic dresses for special occasions.

4)  Describe the aesthetic of the brand and where is it produced?

The label’s hallmarks are understated elegance, graceful design and contrasting elements. Like no other designers, we represent “modern glamour made in Germany”. Our studio is located in the heart of Berlin-Mitte and all our designs are handmade and produced in Berlin.

5)  What is the inspiration for Cloud No. 9 Bridal Couture collection?

After the grey clouds of the past few months, we wanted to look optimistically towards the future and take our brides on a trip to Cloud N°9, the best of all clouds. This cloud is a place for euphoria, lovers and joyful bliss. The Bridal Collection 2021 is pure with clean-cut designs and less playful than our previous collections. It therefore covers the entire spectrum of bridal occasions, from large ceremonies to smaller weddings.

Even in times of crisis, we want to give our brides the luxury to continue dreaming and true to the wedding vow “for better or for worse”, we continue to celebrate love with a happy ending on Cloud N°9.

6)  What kind of fabrics and silhouettes do you like to work with?

We like to be inspired by the beauty of nature, the people around us, French films and art in general.
Every collection development takes its own course, design and material often go hand in hand. Sometimes you have a vision that you try to realize, sometimes it’s a certain material that fascinates you so much. We prefer high-quality, natural and flowing fabrics such as silk and lace. We work with exclusive fabric manufacturers from France and Italy.

7)  Tell us briefly about the story of the launch in 2004 with the guerilla fashion show in front of the Paris department store Colette?

At that time, we wanted to be heard and seen to create a certain hype around our brand. We rented an apartment on the fourth floor located on the Parisian designer mile St.Honoré and invited international buyers. We hung loudspeakers out of the windows so that the hipsters in the street could also hear it. After that, our models and our team went unannounced through the popular department store Colette.

8)  What does the name Kaviar Gauche mean?

Our name is inspired by the French term “Gauche Kaviar” and means to us the modern art of luxury and contradictions, which corresponds with the zeitgeist and our need to offer high-quality and handmade clothes “Made in Germany”.

9)  Where are the clothes sold?

All our designs are sold in our flagship stores in Germany: in Berlin, Munich and Duesseldorf. Since last year, we are also offering our collections via exclusive wholesale partners at Printemps Mariage (Paris, France) and Loho Bride (Los Angeles, USA).
For our brides with a lower wedding dress budget, we opened our Bridal Budget Boutique where we offer unique items, press samples along with treasures from prior collections and accessories at a lower price.

10)  Any new plans on the horizon for Kaviar Gauche?

There are a lot of requests for cooperations. Also in the beauty and lingerie area. These are things we really like to do.