Breuninger — Where the Festive Season Finds Its Style
As Zurich slips into its festive rhythm — lights along Bahnhofstrasse, soirées returning to the city’s social calendar, a quiet sparkle settling over the lake — the season arrives with its familiar question: where do we begin? With the invitations. With the celebrations. With the looks that set the tone.
This year, that question found its answer in a name that has woven itself into Switzerland’s cultural landscape with remarkable ease: Breuninger.
When the German multibrand fashion house officially entered the Swiss market, it did so not with noise, but with intention. A sense of cultural belonging rather than expansion. Breuninger positioned itself not merely as a retailer, but as a curator of style — and as a participant in the artistic, cinematic, and social rhythm of Zurich itself. Its presence at the Zurich Film Festival, first as Audience Partner and this year as Opening Night Partner, signaled more than a sponsorship: it felt like a declaration that fashion and culture, in this city, speak the same language.
Morgan Mesple, Zoe Pastelle, Giovanna Schmitz, Anna Seidel, Christa Rigozzi
At the Festival’s Gala opening, Breuninger shaped the visual conversation of the Green Carpet with a rare sense of coherence — a dialogue between international maisons, emerging designers, and the personalities who wore them. From Christa Rigozzi and Zoë Pastelle to Morgan Mesple and campaign muse Anna Seidel, Breuninger brought a modern elegance that subtly redefined the festive aesthetic for the months that followed.
And perhaps that is why, as the festive season takes over Zurich now, the memory of those silhouettes still lingers in the city — mirrored in its winter soirées, in its holiday gatherings, in the way people begin to dress again with a sense of occasion.
Poet Anna Seidel in a complete outfit from Max Mara.
Breuninger’s Autumn/Winter campaign, READ MY STYLE, felt like a natural extension of this cultural dialogue. A campaign where literature becomes style, poetry becomes attitude, and the quiet interiority of reading turns into something visible, wearable, lived. Words as fabric. Sentences as silhouettes. The idea that personal style is a story you write through instinct rather than intention.
The brand invited writers, poets, and literary voices to shape the narrative — among them Anna Seidel, Christoph Höhtker, Bibi Abdulkadir, Teresa Bücker, and others who gave the campaign its rhythm and meaning. A campaign where fashion meets literature, not as metaphor but as medium.
Author and journalist Shila Behjat in a dark double-denim set by Agolde. Author Dorian Steinhoff wearing a set in sand by Barena Venezia.
And now, with the festive season in full swing — the season of dressing up, dressing with intention, dressing for the memories that last — Breuninger naturally becomes the place where Zurich turns for its winter looks.
The same sensibility that shaped the Green Carpet — effortless elegance, modern silhouettes, a balance of classic and contemporary — now sets the tone for holiday gatherings, New Year’s celebrations, and winter season fashion. Whether it’s a shimmering gala moment reminiscent of the festival’s Opening Night, a refined dinner ensemble, the understated sophistication of a winter soirée, or just hitting the slopes, Breuninger offers a curated selection that feels attuned to the rhythm of the season.
Morgan Mesple, look by Acne Studios and Rohe
It is the rare place where international maisons meet the quiet confidence of emerging designers; where festive glamour doesn’t overshadow personality but illuminates it.
In a season defined by celebration, Breuninger has quietly positioned itself as a to-go style destination in Switzerland — with its collection that reflects a deep understanding of the pulse that shapes how the country dresses, gathers, and expresses itself.
What began on the Green Carpet now lives in the city’s winter days and nights — in its celebrations, its poetry, and its festive season made beautifully tangible.
By ANNA TISCHE