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ICONIST: Do you get any feedback from her?
Hoermanseder: She wears my fashion, there is no better or nicer feedback. We had the running gag that a pair of lederhosen disappeared – of course we were happy to keep them.
ICONIST: The show was shot a week after your daughter was born in November. What challenges does life as an entrepreneur and, more recently, a mother bring with it?
Hoermanseder: With my daughter there is now something that is more important than the company at the end of the day. Until now, my private life has never been more important than my professional life. I sleep less, I have to be better organized, even though as a creative I am actually a mess. On the set of “Germany’s Next Top Model”, I posted a photo of myself with a breast pump because I think that things like those that working mothers have to do should become more socially acceptable.
ICONIST: How are the reactions to your openness?
Hoermanseder: When we made the Palmers cooperation public, I was nine months pregnant and posted a video of myself in my underwear. I wanted to make fun of myself, following the motto: “I will model for the collection myself!” Then a woman wrote me an email: The video was unnecessary, the sight of me was disgusting. I published that on Instagram and got a lot of feedback from women who had to listen to something similar. I am professionally successful, have a partner and a family who stand behind me, I can take such comments – but other women can be hard hit.