ASEL RAKHAT Wins the Frankfurt Fashion Lounge Competition

4 days ago
2 min read

Sometimes a message arrives that doesn't feel real at first. The Frankfurt Fashion Lounge competition was announced in May. Deadline: June 5th. On June 19th, the message arrived.

Beatrice von Winterfeldt (@beawinterfeldt), Katja Noschis Delaloye (@coutureconsultancy), and Inez Paolini (@inez_paolini) — three women working across fashion strategy, art direction, and beauty — launched a competition together with Frankfurt Fashion Lounge: for menswear, womenswear, accessories, and jewelry designers with a strong creative point of view.

ASEL RAKHAT was selected.

What this means

The prize is a full content production for the next campaign: strategy and art direction by @coutureconsultancy, photography by @beawinterfeldt, makeup and hair by @inez_paolini, and AI-supported visuals — all created to help the work become visible with clarity and intention.

That is exactly what ASEL RAKHAT stands for.

The collaboration brings together experience from the fashion world and an approach that neither overstates nor over-explains. The piece speaks. The image holds still.

Why it fits

ASEL RAKHAT is not jewelry in the conventional sense. These are objects — handcrafted in Berlin-Mitte, from industrial nuts, in limited series. Each piece is individually numbered. Each piece is unique.

Visibility has always been the greatest challenge for a brand that does not speak loudly. This competition is an opportunity to change that — with people who understand that stillness has its own strength.

What this moment means

I am incredibly grateful.

As a designer who works alone — handcrafted, in limited series, without a large team or budget — a Frankfurt Fashion Lounge competition like this is not something you take for granted. It is a recognition of the work itself. Not of the marketing, not of the budget, but of the design. That means everything to me.