Football coaches wear custom-made suits; sneakers and jogging pants are appropriate office attire. Stars walk the red carpet in shorts and Fidel Castro receives the pope in a track suit. Where just a few years ago firmly established dress codes prevailed, it seems that today “anything goes”. The exhibition sports/no sports at the Museum für Kunst und Gewerbe Hamburg (MKG) will explore the correlation between fashion and sportswear with a focus on social, formal and aesthetic contexts. 

Client: Museum für Kunst und Gewerbe Hamburg
Agency: Loved
AD: Alexandra Michels
CD: Maik Beimdiek
Styling: Nina Hollensteiner