Boi(s) Stories: Tina Weise, Germany – “Breaking Tradition”

Boi(s) Stories: Tina Weise, Germany – “Breaking Tradition”

Tina - Brussels (small) (11 von 47)
Photo by: Boris Loder

The term ‘tradition’ never felt like something I personally could relate to. But sometimes fate brings a challenge and so it confronted me with the term tradition in various ways all at once. In 2006 my dad took over a festive-wear company, which had been founded by my grandparents, and from that day on he was always eager to pass it on to me. Probably a traditional dad thing. However, the company was located on the countryside of south Germany. On the countryside means that there was no major city within a radius of less than two hours drive. The product portfolio of the company encompassed communion dresses, bridal dresses, cocktail dresses and the perfectly fitting accessories for each collection. All designs looked like the perfect Cinderella gowns for women of any age. Since I grew up as a tomboy in Munich city, there was nothing farther on my mind than joining this very traditional company one day. But then fate happened.

This whole time I motivated myself with the following words: there will be doubters, there will be non-believers, and there will be you proving them wrong.

In 2012 my father started a new bridal brand labelling it “TINA WEISE”. I usually helped the company on costumer fairs and the first fair of the season was also the day when I first saw the collection with my name and my picture pinned on each single one of the dresses. They appeared like the perfect dream of every fairy girl in the world. But how did this design fit to my name and my appearance? From today’s perspective it was a smart move of my dad to provoke my tendency for perfectionism that way. I fell for his move and told him that from now on I am going to take over the creative lead and basically every other lead of that collection. A bold endeavour since I had not been working in the fashion business before. The only thing he had to promise was that he gave his permission to introduce a bridal tailcoat. At that time, no other brand existed in the main German bridal market offering suits for brides. However, my idea of the bridal tailcoat turned out into a big issue in the company involving huge discussions with and among the management and the employees. No one in this traditional company believed in the idea of offering a suit to brides. The arguments I had to fight were “women want to marry in dresses”, “because it has always been like this”, and “dresses are tradition”. In the end I was persistent enough and my wish got granted reluctantly.


Until now the suit is the best selling item within the brand and we had enlarged the product portfolio to more suit-like pieces. My goal was to break the bridal tradition and to offer any woman a cool and clean collection consisting of suits, jackets and dresses – different from the mass market. Everyone should have to opportunity to express her individuality, especially, when it comes to love. I had to fight for every single step, design or even photo on that journey but in the end success proved me right. This whole time I motivated myself with the following words: there will be doubters, there will be non-believers, and there will be you proving them wrong. The success of that tailcoat was my personal triumph over the management, the employees and – in the end – tradition.

Tina - Brussels (small) (22 von 47)
Photo by: Boris Loder

Today I have left the company. I decided that I had fulfilled my goal to change the perception of people and fate told me to move on to greater challenges and adventures. Tradition is a good thing when it comes to security and safety, but we shall never forget that in life the only constant thing is change. At times, we need to embrace it and integrate it into our lives, because in the end nothing lasts forever.

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