PICARD x Anja Gockel

Cooperation partner

In 2021 and 2022 we are the official bag partner of fair fashion designer Anja Gockel. We equip her for her shows and shootings with our bags and her clothes decorate our models. With us as a cooperation partner, Anja Gockel stands for cohesion and mutual complementation.


Anja Gockel will show her 2022 summer collection for the first time live and in front of an audience on Tuesday, July 06, 2021 at 3pm and 7pm in the heart of Frankfurt. The collection with the name "the beach is under the asphalt" can be experienced on the Ehrenhofterrasse of the traditional luxury hotel Steigenberger Frankfurter Hof.

The motto is symbolic of the conflict between tight-knit structures and the freedom of one's own happiness in life. Especially due to the pandemic, we have recently experienced as never before the struggle between self-determination and restrictions.

This conflict has led designer Anja Gockel all the more to the here and now. Why not look for freedom in ourselves, in our own lives - not focusing on what doesn't work, but solely on what does. Anja Gockel plays with this dualism in her new collection.

"I'm looking forward to Frankfurt. The city of finance meets the creativity and inspiration of fashion. Already I can say that Frankfurt has welcomed me with open arms." says Anja Gockel.

Anja Gockel's collections stand for high quality, individuality and sustainable craftsmanship Made in Germany.

As exclusive bag partner, we, together with Anja, already caused a stir at the Berlin Fashion Week at the beginning of the year and were able to give a foretaste of our cooperation.

Now, together with the designer from Mainz, we have designed an exclusive and limited bag, which is 100% produced in the PICARD headquarters in Obertshausen. The passion for fair, loving craftsmanship as well as fashion awareness and style, unite the traditional company PICARD and designer Anja Gockel.

Presented for the first time at the city events of the Frankfurt Fashionweek, the bag ANJA is available from Friday, 09.07.2021 at 18:00 exclusively in the PICARD online store.


Already in January we could be part of their new kind of fashion show, have a look and dive into the fashion show of 2 designer brands:


Berlin Fashion Week live and virtual: the Anja Gockel Fashion Show took place due to the Corona Pandemic without guests but in livestream on Tuesday, January 19, 2021, in the lobby of the Hotel Adlon Kempinski in Berlin.

"With our show we set a sign for mutual appreciation, a sign for culture, a sign for the acceptance of diversity. Embrace life! Embrace the moment! Embrace yourself and your opposite! Approach your opposite with open arms, even without touching a gesture that is understood by the whole world. A gesture of respect and awareness." - Anja Gockel

A fashion show of a different kind. Together with 12 dancers, the designer of the year and design ambassador makes a statement for culture. Her new winter collection 2021/22 "EMBRACELAND" embodies appreciation, openness and life itself:

"Trust yourself. Embrace your opposite. Enjoy the beauty of becoming. When nothing is the same, anything is possible. Unity means diversity."

- Welcome to EMBRACELAND!

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