Photo: Bina Terré
This is how good taste works in Germany
If you want to know what's coming, you do not have to go to Milan or Paris. Here, too, there are real streetstyle stars who inspire with their looks. Like Lena Terlutter from Cologne, who now publishes her own style guide.
Already clear, in sailor shirt and tutu, hardly any of us would stoop through Stuttgart or Münster. But on blogs like "The Sartorialist", "Altamira", "Tommy Ton" or "Face Hunter" we can hardly get enough of such looks. What fashion icons like Chiara Ferragni in Milan or Carine Roitfeld in Paris for a walk, is undoubtedly deathly chic. But even in Germany there are streetstyle stars that represent the country's modern look all over the world. One of them is Lena Telutter . She is a four-time store owner, model, stylist, blogger and now also a book author. In November, her style guide "Cologne's got Style" will be published, a joint work with journalist and author Henriette Frädrich . High time to ask the fashionable multi-talent for an interview ...
How fashionable is Cologne in itself? Can you describe a typical look?
You can not talk flat rate about the Cologne style. There is no typical image anchored, as in the case of a "London Style" or "Parisian style" in mind. The people of Cologne are free, tolerant and multi-faceted - it's a mix of many trends, but above all self-determined and self-confident.
You lead four shops in the city. What are the bestsellers for autumn / winter?
Fur jackets, capes or XXL scarves, overknee boots and knitwear of all kinds. We also sell a great deal of interior treasures this season, especially in rose gold and copper.
What is your personal favorite look for the season?
A leather pants in tapered-cut to the ankle, plus a maxi-coat and cool sneakers, best in white: that's casual but at the same time very trendy!
How did you come to the opening of your first shop? How did things go with the other shops?
My husband and business partner Leonard already ran the store "Salon Sahnestück" when we met. I was still in sales at Levis Germany back then. We quickly realized that we worked together great and then opened Boutique Belgique in 2010, our first, shared store. From there everything went really fast. The huge success has opened many doors and since then we have opened a new shop every two years. There are now four: Super Store and BB LOVES were added.
Which individual concepts are behind your shops?
Boutique Belgique is a concept store. In addition to fashion, we also sell books, perfume, gimmicks, but most of all an unsaleable good: LIFESTYLE. It's the feeling and the atmosphere, the events and the community that makes "BB" the point of call for all fashion hungry and fashionistas. BB LOVES is the extension of the noisy concept store BB, and showcases 50% interior and home accessories alongside fashion. The Super Store is a clean fashion store in industrial chic with French brands like Gat Rimon and American Vintage. Salon Sahnestück is a iconic, old barbershop. The charm of the shop invites you to linger. The audience is younger but very informed about the latest trends.
You are also very active on Instagram and your own blog. How important is your social media presence for the stores?
Social media is very important to us, Alone on our Instagram account are now almost 70, 000 followers. We can respond to direct feedback from our customers and communicate quickly. It is especially great to see that our media presence creates a community of our own, which then meets, exchanges, posts our bags, makes selfies in the locker room, etc. Shopping should be fun and if you look at the entries Look at #boutiquebelgique, then our customers have a lot of fun with us!
"By the way" you are also the mother of a little daughter. How do you manage to reconcile your child and career?
"By the way" I'm a shop owner and everything else you know and read about me. Mom I am fully and that is - and every mom will agree with me - also the most important thing in life! It's all a matter of organization, of course. We have the best grandparents in the world who support us. Meanwhile, I am also used to doing my emails and everything office-only and only when our daughter Lou sleeps.
The style book "Cologne's Got Style" by Lena Terlutter and Henriette Frädrich will be released in November and is available at Amazon, among others. Price: about 25 euros.
All photos: Bina Terré, Cologne
