Press Kit TO.mTO Berlin Corsets Conquer the Fashion World Again
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1 Press Kit TO.mTO Berlin Corsets Conquer the Fashion World Again
2 Contents Master Data TO.mTO Berlin From Berlin with Love How Berlin Corsets conquer the World Our Mission Introduction of TO.mTO Berlin TO.mTO Berlin s unique selling proposition Vogue shooting with Victoria Beckham wearing TO.mTO Katy Perry inaugurates the MTV European Music Awards in TO.mTO Karl Lagerfeld shoots TO.mTO for German Vogue Peter Lindbergh shoots TO.mTO for German Vogue Comedian Barbara Schöneberger in TO.mTO for CD cover Curriculum Vitae of owner Tonia Merz Current links Image material
3 Master Data TO.mTO Berlin Company Name: Headquarter: Management: Corporate Form: Corset Manufacturer TO.mTO Berlin Berlin, Germany Tonia Merz (owner) Proprietorship Founded: 2002 Products: Industry: Corsets, Fashion and Accessories Fashion Employees: 7 Price Segment: Underbust Corset: Overbrust Corset:: Leather Corset: from 400 Contact : mail: info@tomto.de address: Torstraße Berlin phone: fax: Website:
4 From Berlin with Love How Berlin Corsets Conquer the World The Golden Twenties with their typical nightclubs, bars, vaudeville entertainment and ballrooms are certainly one of the strongest images connected with Berlin. Dancers on the city s stages hit the hearts of men as well as women and enabled individuals to dream of a better world and century. Still today, visitors from abroad are searching for the frivolous, hedonistic Berlin represented by Marlene Dietrich or Liza Minelli in the movie Cabaret. Currently that attitude towards life is experiencing a renaissance. Topics such as cabaret, vaudeville, circuses and Moulin Rouge inspire the fashion world. This causes a huge success of events such as Boheme Savage or the performances of Burlesque stars as Dita van Teese and last but not least for our corsets in the end. However, during the last decade the craft of traditional stay makers has been mostly lost and those who are interested in buying a perfectly fitting corset nowadays are facing serious acquisition problems. Corset manufacturer TO.mTO Berlin focuses on this problem and offers premium quality corsets that are traditionally tailor-made for Ladies and Gentlemen Made in Germany of course. Our Mission Introduction of TO.mTO Berlin Since 2002, explains owner Tonia Merz, my team and I passionately produce corsets for ladies but also for gentleman. Reasons for wearing a corset in the 21st century are diverse. As tastes are so individual and body styles so different, it is impossible to label our customers as one target group or offer them a standardized fashion collection. Therefore we offer our products as a modular construction system which combines different cuts, materials and design elements. We want to support our customers in their individuality. For us it is not important which physique you have, if you need your corset for a wedding, a show or the next fetish party, if you wear it in public, private or simply for yourself. For us it is only important to design the perfect corset for you and your needs and that you feel generally comfortable with it! TO.mTO Berlin s unique selling proposition Unique Service Our area of expertise is tailor-made corsets made on individual customer demand. In order to realize individual wishes we have from 100 to 150 samples for fittings on hand. After a model is selected the customer can choose from 100 different fabrics which can be combined with piping, quilting and accessories, such as suspenders. We do not offer ready-made designs but adapt our designs to customer demand.
5 Unique Customers We love our customers! Which company doesn t? However, the nature of our work requires an additional level of personal attention. Since we get in touch with our customers quiet closely we learn a lot of personal and intimate details from their private lives. At the same time we show a lot of our personal side during consultations. This provokes a kind of mutual relationship which leads to a 50% return rate of TO.mTO customers. Unique Quality All TO.mTO Berlin corsets are exclusively manufactured with premium materials. Fabrics are handpicked and tested thoroughly. All metal parts are rust-free and those parts that contact the body are 100% nickel-free. Unique Manufacturing Our corsets are extremely sturdy and made to last because of our advanced craftsmanship expertise in manufacturing. The workshop is integrated into our showroom thereby enabling us to realize small changes ad hoc. It also offers the possibility to let the customer take part in the production process in the workshop. Unique Management TO.mTO Berlin functions as a classical family business allowing for space for the personality of each individual. We not only know and highly value each other, but we support one another, too. Both the team and our customers foster this spirit. Owner Tonia Merz leads the niche business TO.mTO Berlin responsibly and demonstrates a reliable and competent hand. This is also reflected in the company s earnings. Despite the economic crisis, 2009 has been the top-selling year since the company s founding. Unique Location Torstrasse, in the centre of Berlin, is increasingly becoming a special kind of hot spot. After Café Burger, TO.mTO Berlin, White Trash Fast Food, Schwarzer Reiter and Très Bonjour settled with their premium erotic products in our neighborhood, creating a cluster effect. The exclusive London Soho-Club with its 7 th location worldwide especially raises Torstrasse s notoriety. Unique Shopping Venue In order to offer optimized customer service, Tonia Merz decided against a classical retail store instead choosing an open studio with included showroom. A large boudoir style dressing room in the back is separated from the showroom and customers can feel at home here without being disturbed by curious glances from pedestrians outside.
6 Vogue Shooting with Victoria Beckham in TO.mTO German Vogue published an article titled: "Queen of Posh - pop-icon, role model, model, fashion designer, author... But who is Victoria Beckham in reality? A self-portrayal". The photoset included images by photographer Alexi Lumbomirski who presented Mrs. Beckham in a completely new way. As a matter of course she had to wear a TO.mTO corset--that goes without saying!
7 Katy Perry inaugurates the MTV European Music Awards 2009 in TO.mTO The European Music Awards 2009 opened with a glamorous Cabaret Show by singer Katy Perry. What could be more suitable for this event than our tailcoat corset with gated swallowtail? She was so enthusiastic that she immediately took it with her.
8 Karl Lagerfeld shoots TO.mTO Berlin for German Vogue As Vogue s German publication turned 30 it called for a celebration. For that reason none other than Karl Lagerfeld himself designed an edition of the magazine. From his perspective TO.mTO Berlin was so suitable for his photo gallery that our products were represented on seven pages.
9 Peter Lindbergh shoots TO.mTO Berlin for German Vogue Vogue turns 30! The Vogue editorial published three different anniversary editions for this jubilee, each designed by famous artists. In his edition Peter Lindbergh depicted the topic Berlin. For this he couldn t forget TO.mTO Berlin. Which makes sense, as we are Berlin!
10 Comedian Barbara Schöneberger in TO.mTO for CD Cover We love Barbara Schöneberger s new CD Too Ugly for Munich both for its title and especially because she s wearing a TO.mTO corset on the cover.
11 Curriculum Vitae of owner Tonia Merz 1974 Born and raised in Heidelberg, Germany Education in Fashion Design in Bruchsal, Heidelberg, at the Vocational College for Fashion and Design Graduated with a degree as a Certified Fashion and Design Assistant. Moved to Berlin and studied Fashion Design at the University of Applied Sciences Berlin month work stay in London, internship at Velda Lauder, the leading corset designer in Great Britain, followed by an additional internship at Murray & Vern, the most successful international Latex-Design-Duo. Both of these companies as well as the innovative London fetish scene had a great impact on the work of Tonia Merz and led to the decision to establish a company within that niche Prepared and completed diploma topic Corseted A Collection Inspired by Corsets Successfully completed her studies as Diploma Fashion Designer Founded the label TO.mTO Berlin.
12 Current Links Please find more information about the Victoria Beckham or Peter Lindbergh images at our webpage: Karl Lagerfeld: Photographs for the 30th anniversary of the German Vogue with TO.mTO corsets: 321a_KarlLagerfeldforVo.jpg Article Why does extraction attract more and more Berlin citizens? Burlesque Parallel-Worlds including a photo series of TO.mTO: Trailer for 39th international student film festival with our corsets: Celebrities in TO.mTO Corsets Katy Perry: MTV European Music Awards opening outfit : Fernanda Brandao: Burlesque Outfits for video and shows: Barbara Schöneberger: CD Cover Too Ugly for Munich and Jetzt singt sie auch noch showoutfit: Jennifer Rostock: Outfit for music video: released 2010 Miss Platnum: Outfit for music video Babooshka 2009 : Rosenstolz: The Quest Proceeds Showoutfit: Arts and Culture - Theater/Opera/Movies Wachowski Brothers / Warner Bros. Pictures: Speed Racer Sascha Waltz & Guests: Dialogue 09 German Opera Berlin: The Egyptian Helena German Opera Berlin: Carmen Theater an der Wien: Figaro Kristallpalast Varieté Leipzig: Cabaret Kristallpalast Varieté Leipzig: Schneekönigin Georg Seifert Company Dessau: Marquis de Sade - Spektakel
13 Image Material Please send us a request to obtain access to our image database for your free use at:
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