Lana Winterhalter, Art Director and Head of Creative Content at MIKUTA in Berlin, on Visual Storytelling, Brand Sensitivity, and Personal Connections in the Industry
CREDITS / DETAILS / VIDEO EMBED LINK
Lana Winterhalter’s career has led her through various roles, including Senior Art Director at SELECT WORLD, EDITED, and DONKEY, as well as Creative Producer at POPULAR. At TOM TAILOR, she worked as a Marketing Specialist in Art Direction, responsible for the development and execution of creative marketing campaigns.
She coordinated Look & Feel concepts and took on project management, always ensuring that the visual concept was consistently implemented both on set and within the team. Currently, Lana is serving as the Head of Content Creation at the young, trend-conscious label MIKUTA, where she brings her expertise in creative concept development and visual storytelling.
Lana has established herself as a creative thinker, consistently developing visually compelling concepts with a keen sense for trends and target audiences. In collaboration with Dior, she most recently realized an editorial for ODDA Magazine (Art Direction & Concept) – an experience that has enriched her work within the brand context. "Such freelance projects allow me to dive deeper into design, and this experience naturally flows into my work in the brand context," Lana tells GoSee.
What makes good visual storytelling in your opinion? Lana: "For me, good visual storytelling often begins with an analytical approach – especially at the beginning of the year, when I actively search for trends, color schemes, and moods that reflect the current zeitgeist. It’s not just about short-lived trends but a deeper understanding of what emotionally resonates with people and visually moves them."
And specifically in fashion and with MIKUTA? Lana: "In the context of fashion, visual storytelling is successful when it doesn't overshadow a collection but instead makes its essence visible – when light, color, and composition are used intentionally to highlight the special elements. Light and color are central tools for me. They have the power to convey emotions, create atmospheres, and tell a story without words.
Especially with a brand like MIKUTA, which has developed a very distinct, recognizable look over the years, it’s especially exciting. The goal is not to copy this style but to carefully evolve it and visually translate it – particularly now that the brand is positioning itself more strongly through creative networks, visual communication becomes a game changer: It allows us to deliberately evolve the brand’s established look with more depth, clarity, and a sharpened design ethos. I work closely with the founders, which allows me to stay very close to the core of the brand. For me, it’s crucial not to lose the heart of MIKUTA, but to visually embrace it – with a sense of authenticity, aesthetics, and development."
What excites you the most about the fashion industry right now? Lana: "What excites me most about the fashion industry right now is the potential for visual development – especially with brands that have the courage to break away from the crowd. I often observe that many German labels play it safe visually, which makes them seem quite similar, while internationally, brands are more focused on developing their own visual identity. I find that unfortunate, but it motivates me even more to actively search for brands that think outside the box – those that truly understand their brand DNA and communicate it with clarity and character."
What’s important to you when selecting team members or collaborations? Lana: "With new team members or collaborations, it’s important to me that there’s a genuine interest in the fashion world – and this is shown to me through a natural curiosity: Who is photographing the best campaigns right now? Which creatives are defining the look of the moment? It’s about developing a true sense for aesthetics and the dynamics of the industry. At the same time, brand sensitivity is a key aspect for me – that is, the understanding of what makes a brand, combined with the ability to bring in new, relevant ideas. Openness, visual sensibility, and a sense of creative direction are the basis for inspiring collaboration."
You were an expert in fashion campaigns at the UPDATE in Berlin. Can you share some impressions from the event? Did you come across exciting artwork, creative ideas, or innovative campaigns that inspired you? Lana: "I had some great conversations with exciting agencies that introduced me to new photographers I hadn’t noticed before. There were a few really strong portfolios that immediately inspired me. Print was also a topic – particularly relevant for us because we are currently considering implementing various formats in print. The exchange came at just the right time. Overall, it was a powerful creative boost – a lot of visual inspiration, exciting new contacts, and a great reminder of how important personal connections and direct exchanges are in our industry."
More artwork via mikuta.com
CREDITS
Photographer Lukas Goldschmidt
Content Creation Lana Winterhalter
FEATURING: UPDATE SALON
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