Jades is celebrating its 10th birthday. For the occasion the fashion retailer, located in Dusseldorf, has planned several new campaigns, beginning next February with a magazine designed specially for its anniversary. The magazine will have a run of 15,000 copies, and will be available for customers and business partners and in the store. The “Jades Birthday Issue” will be a fashion and lifestyle magazine of over 100 pages featuring photo spreads and articles documenting the history of the retailer. Manager Evelyn Hammerström and her team will also reveal several fashion secrets for 2010, present designer news and offer insights into the unmistakeable style that is Jades. Hammerström also plans to give a comprehensive overview of the Jades family as well as a city guide informing readers on hot spots in Dusseldorf. Jades is also collaborating with the AMD Akademie Mode & Design (private university for design, fashion and media) on an initiative to support young designers. Students in the third semester will have the opportunity to create a Jades anniversary shirt. There are no guidelines for the contest, save for a white T-shirt and logos. In December a jury comprised of Hammerström, an AMD lecturer and a VIP guest will determine the best three T-shirts that will later be displayed for two weeks in the shop windows of Jades.

—Helena Sauer