matter of the heart

A matter of the heart: When fashion is more than just clothing

There are collections you wear – and brands you live. Herzensangelegenheit belongs to the latter category. The label manages to forge a language from silk, cashmere, and merino yarns: a quiet, timeless aesthetic that attracts because it doesn't shout. The silhouettes are feminine, the prints bold, and the feel is undeniably luxurious. The fact that this approach originates in Bremen is reassuring: groundedness and desirability are not mutually exclusive – when done right, they can fuel each other.

A matter close to my heart

Herzensangelegenheit is one of those German success stories that prioritize consistency over hype. Since its founding in 2009, the family-run company has been developing collections that, in four acts per year, tell the story of what contemporary luxury stands for today: high-quality materials , effortless fits , graphic and floral prints – and that rare balance of comfort and sophisticated style. The creative heart of the company is in Bremen, where designs, color palettes, and motifs are born. From here, the team coordinates distribution through a far-reaching network of retailers, which, according to the company, now includes hundreds of premium boutiques across Europe – complemented by showrooms in Hamburg, Munich, and other international locations. The picture is clear: locally rooted, globally connected.

Part of the brand's DNA is this tension, so typical of the brand: "Comfy Luxury" is the name given to the feeling when a silk blouse drapes like water, a cashmere sweater insulates without adding bulk, and a dress is equally suitable for a special occasion and everyday wear. In practice, this means: muted shades alongside splashes of color, recurring, interpreted signature prints – and the willingness to design clothing so that it becomes a cherished favorite , not just a fleeting seasonal item. This ambition doesn't feel contrived, but rather genuinely lived: a family business with flat hierarchies and short communication channels.

Also noteworthy is the production and logistics architecture . A case study describes how Herzensangelegenheit integrates its own manufacturing capacities in China and production facilities in Europe – a model that combines creative speed, predictability, and quality assurance. The flow of goods is centrally managed via Bremen; from there, the company handles picking and shipping "100 percent," they say. For customers, this translates into better availability, reliable follow-up delivery times, and NOS (Never-Out-of-Stock) programs for key items.

The brand image also includes a unique retail experience : The Fashionbus – a mobile showroom – tours Germany, Austria, and beyond, bringing collections directly to customers' favorite boutiques. In 2025, the tour will include stops in Timmendorfer Strand, Hamburg, Seefeld in Tirol, Pforzheim, Berlin, Vienna, and Bad Neuenahr. This is more than just event marketing: It's the logical continuation of the family-oriented philosophy – bringing fashion to where people want to discover it.

And then there's the brand legend of the red heart, symbolizing origin and attitude: After a trip, the founders' family is said to have presented them with a hand-painted heart on canvas – a moment, according to the story, from which the brand derived its name and symbol. Whether myth or marketing ploy: It fits. Because ultimately, it's about emotion – and about making clothes with feeling.

Blouse, a matter of the heart

If there's a signature piece , it's the blouse . At Herzensangelegenheit, it's not an accessory, but a stage set: silk takes center stage – often pure, sometimes with a touch of elastane to translate movement into elegance. The result is blouses that feel as if they were designed specifically for the body: soft, light, with a unique drape. The brand's years of expertise with silk are evident in silhouettes that strike the sweet spot between classic and charismatic: shirt blouses with shortened button plackets, V-necks, tunic-like styles, and soft ruffles; paired with prints ranging from floral to geometric, always clean, never arbitrary.

Why silk? Because it tells a story: it reflects light like a calm lake, it regulates temperature, it drapes beautifully – and, with proper care, it ages gracefully. Herzensangelegenheit harnesses these qualities to seamlessly blend office and occasion wear. A cream-colored silk blouse with a concealed placket appears understated under a blazer; the same blouse, with rolled-up sleeves and an open collar, gains the nonchalance needed for after-hours relaxation. Prints are particularly striking when paired with denim or tone-on-tone with fine wool trousers.

Fit & Sizes: Many styles feature a straight, figure-flattering silhouette – comfortable for everyday wear, yet adaptable for making a statement. Sizes generally range from 32 to 46 ; the aim is inclusivity within a clearly defined range of silhouettes. Depending on the style and season, silk blouses are priced at approximately €260–295 in the full-price segment, which, compared to similarly positioned contemporary labels, sends a clear value proposition signal. (Examples: Silk blouses in the official shop with price information; the size range can be found in the product listings.)

Quality is revealed in the details. With silk blouses, it's the clean stitching on the button placket, the shimmering finish without any shiny patches, the neatly finished hems , and the durable cuffs . Herzensangelegenheit varies the fabric weight, playing with sandwashed silk for a matte feel and with glossy qualities for evening wear. The most important thing remains: respectful care . Silk loves hand washing , lukewarm water, a mild, specialized detergent, minimal friction, and drying flat. Steam only gently – and never directly. (Example care instructions: Hand wash for a silk-elastane blend.)

A blouse , when styled correctly, is more than just a garment: it's a promise that style doesn't have to be loud. That you'll be noticed when you don't seek attention, but wear substance .

Sale - A Matter of the Heart

Sale is a sensitive word – and in the world of Herzensangelegenheit (a brand that focuses on personal style and personal style), it's also a carefully orchestrated process of timing and tone . The brand communicates its promotions clearly and for a limited time, often as a season closure or inter-season sale . Currently, the online shop is advertising an AUTUMN SALE with up to 40% off via a code ; parallel to this, seasonal information is displayed on subpages. For customers, this means: those who pay attention to the brand are making conscious purchases.

How do you navigate a sale that's close to your heart wisely ? Three principles help:

1. Core colors first. Ivory, navy, taupe, black – the color palette that forms the basis of your wardrobe. These are worth the full price; but in the sale, it's the frequently worn pieces (silk blouses, knit sweaters) that offer true return on wear.

2. Prints with personality. Prints that reflect personal style are instantly recognizable . In sales, iconic motifs – from graphic stripes to all-over florals – can often be found at significantly better prices without sacrificing their seasonal appeal: A good print is iconic, not fashionable .

3. Capsule logic. Two blouses, one dress, one knitwear – four pieces, eight looks. The brand provides the building blocks; the sale provides the spark to complete the set.

It's common in the premium segment for sale prices to vary by retailer. Stores like Peek & Cloppenburg demonstrate how full-price items (e.g., a silk-blend blouse top) are significantly reduced at certain times – a window for quality-conscious shoppers who pay attention to material composition and care while also keeping an eye on price. Aggregators and platforms list further reductions, but the most reliable information comes from brand and premium retailer websites .

Fashion is a matter close to my heart.

"Fashion" here is an attitude . A matter of the heart doesn't just clothe , it embraces the brand – a word rarely used in fashion without sounding cheesy. The collections combine classic tailored pieces (blazers, coats, trousers) with textile expertise in knitwear (cashmere, merino) and the feminine flow of silk. The result is a system for all of life's occasions : meetings, dinners, travel, weekends.

The use of materials acts as a common thread. Cashmere provides warmth without weighing you down; merino regulates; silk tells a story – all within a translated, urban silhouette . The brand's collaborations with premium retailers like Breuninger and Lodenfrey demonstrate its positioning: contemporary luxury beyond logo mania, high-quality rather than ostentatious, comfortable rather than uncompromising. Examples include cashmere ponchos and triangular scarves or three-quarter-sleeve silk blouses – a clear pricing structure and a curated selection.

Part of the brand's reality is its openness to collaborations and touchpoints that evoke emotions: The collaboration HERZEN'S ANGELEGENEIT × Gina Schumacher combines the passion of the equestrian world with the brand's core silk DNA – horse prints on silk , complemented by a triangular scarf , were permanently integrated into the collection after a successful launch. This is subtle glamour: iconic motifs that don't shout, but speak volumes.

Accessibility is also part of modern fashion. The Fashionbus brings collections "on the road"—a charming, very German answer to pop-up culture. In 2025, the tour will stretch from Timmendorfer Strand to Vienna; the brand thus creates a connection with customers who want to touch silk, feel cashmere, and experience prints up close. This tangibility is a luxury in itself in a world of digital overstimulation.

And because consistency is the best style advisor, Herzensangelegenheit focuses on regularity : four collections per year , a clear schedule, a reliable rhythm – a frequency that allows for innovation without creating hectic activity. Here, fashion means making life wearable , not dressing life.

A matter close to my heart: New collection

What makes a new collection from Herzensangelegenheit stand out? It tells a story of seamless evolution . The core material palette remains: silk at its heart, flanked by cashmere and merino. The color palette oscillates between natural tones—taupe, stone, greige—and accent colors that function like well-placed references: a tomato red, a cool blue, a leaf green. The prints adhere to the brand's essence: floral, geometric, occasionally figurative—always precise, never ornamental for ornamentation's sake. The official shop lists new arrivals in the "New" section, which focuses on fresh cuts, motifs, and capsule collections—a great first stop to get a feel for the season's direction.

A captivating motif in recent collections is the narrative of movement : silk that flows , cuts that move with you , prints that breathe . This is particularly evident in blouses with cropped button plackets and V-necks that visually elongate the torso, or in dress silhouettes with tie belts that define the waist without constricting. Add to that knitwear that offers volume but, thanks to fine yarns, doesn't add bulk. Comfy luxury thus becomes a question of form: How do I create presence without rigidity?

The collaboration with Gina Schumacher continues; the idea of ​​translating a passion – horses, speed, precision – into silk design is both artistically and commercially astute. The pieces – silk blouses with horse prints , complemented by a triangular scarf – were integrated into the collection after their initial success, rather than disappearing into history as a one-off. Continuity creates icons.

The way the collection reaches customers is also part of the innovation: The Fashion Bus relocates the showroom to where fashion is lived. A tour plan with precise dates underscores professionalism – and demonstrates that experiential shopping is not a matter of chance, but rather orchestrated . For retailers, this means flexibility; for end customers, an approachable first contact with fabric, cut, and drape.

Last but not least, the pricing policy demonstrates transparency: A silk blouse typically costs around €260–295 at full price, a silk dress costs slightly more or less depending on the complexity; knitwear with cashmere is, as expected, more expensive. Premium retailers confirm these price ranges – an important benchmark for capsule wardrobe planning.

A dress, a matter of the heart

If the blouse is the grammar, the dress is the poetry. Dresses from Herzensangelegenheit read like chapters of the season : a maxi dress with a graphic print; a midi dress with a tie belt; a shirt dress in flowing silk; a wrap dress in a sand-washed fabric. Each style addresses a different everyday situation—office, dinner, summer wedding, city weekend—with the same message: femininity without the artsy airs .

Many dresses are made of 100% silk – glossy or sandwashed matte – while others blend linen and viscose for texture and a summery feel. Examples include a knee-length silk dress with a V-neck and tie belt in an all-over print; a long silk dress with short sleeves and a striped print; a maxi dress with a graphic design; and wrap dresses in sandwashed silk for a softer, powdery feel. Each of these examples demonstrates the same goal: to make movement visible .

Fit & Practice: Tie belts allow you to define proportions rather than dictate them. Shirt dresses with a cropped hem combine sophistication and lightness, while maxi dresses with all-over prints create an aura of summer and confidence. The style of the surroundings is important: A silk maxi dress looks nonchalant with narrow leather sandals, urban with loafers, and evening-appropriate with heels. A knitwear layer – poncho, cardigan – adds depth to the silhouette.

Proper care is essential for garments: silk loves hand washing and careful airing ; frequent travelers should use steam in the bathroom instead of ironing. For blended fabrics (linen/viscose), always read the label , as the fibers react differently to water and heat. Premium partners carry the relevant instructions – hand washing, no tumble drying, careful ironing – which should be followed to preserve the drape of the silk .

Price range and reference point: Depending on the material and workmanship, dresses range from the mid- to high-end contemporary segment; premium retailers like Breuninger regularly stock silk dresses from the brand. The fact that sale items also appear is simply a matter of seasonality, but it doesn't change the fundamental character: A good silk dress is not a trend , but a statement piece .

FAQ: A matter of the heart – the most important questions

Who founded Herzensangelegenheit – and where is the brand located?

Herzensangelegenheit was founded in Bremen in 2009 by Alcidia and Michael Kramer . The design is created in Bremen, where sales are also managed.

How many collections does the brand release per year?

Herzensangelegenheit operates on a four-collection cycle per year – a frequency that allows for innovation while maintaining continuity.

What is Herzensangelegenheit known for?

For silk blouses with bold prints, fine knits in cashmere and merino wool, and feminine dresses that seamlessly blend everyday wear with special occasions. The label describes its feel as "Comfy Luxury" .

Where is Herzensangelegenheit produced?

One case study mentions in-house production in China as well as production facilities in Europe ; the flow of goods is centrally controlled via Bremen , from where order picking and shipping also take place.

Are there any sales – and where can I find out more?

Yes. The brand advertises sales for a limited time in its online shop (e.g., currently as an Autumn Sale with a code). Additionally, premium retailers offer periodic reductions. The current shop information is always the definitive source.

What sizes do they run – and which ones are available?

Many blouses and dresses have a figure-flattering cut; sizes often range from 32 to 46 (depending on the style). Specific details can be found on the respective product page.

How do I properly care for silk?

Hand washing is recommended; do not tumble dry ; iron gently or steam gently – details vary depending on the material blend (e.g., silk with elastane). Checking the care instructions for each garment is essential.

Where can I buy a heartfelt message?

In addition to the official online shop, selected premium retailers such as Breuninger , Lodenfrey , and Dittrich Minden carry the brand. This ensures a curated selection and reliable sizes.