The fashion label Personal Artist developed from an analysis of images of artists and their clothing. It enables practical, variable combination possibilities of modular pockets and accessories that serve special purposes, such that, depending on particular needs, work tools can be stored. Highly diverse forms and implementations of the outfits are conceivable, and the functionality thus ever changeable. The Bauhaus tradition—the unity of form, function and content—is thereby taken up, while the primary colours (blue, red and yellow) are invoked. On the basis of these principles, Personal Artist advances the discussion on the mythos of Bauhaus fashion. Black, grey and white dominate and homogenous society. They hide, disguise, and are able as well to foster conformity. Personal Artist converts and changes the non-colours into the primary colours and vice versa, by means of the reversal of the clothing pieces.

The motive for attending to artists' professional clothing has its roots in the requests of the artist, the “creator of art.” Personal Artist does not change fundamentally, but rather, only peripherally, orienting itself away from prevailing trends and criticisms. The profession of an artist, present in many fields of activity, gives rise to Personal Artist; it is a uniform which addresses the needs of professional attire as well as the importance of clothing, and in its currency, reflects the zeitgeist of the 21st century. Thus the label is a reflection of the personal and individual demands that are made on a piece of clothing. With regard to Personal Artist, the artist addresses his or her own historical background in relation to his or her current standing. Moreover, Personal Artist combines recall factor with the oneness of individuality and uniformity, especially emphasizing the individual and making the uniformed visible. Through a recurring style of dress, one experiences a recall factor that conveys the artist's ideology, ideas and ideals, membership in ethnic and religious groups—as work clothing shows—from the most diverse of areas of activity. The “Star system,” whose special attire plays an important role, establishes itself in the context of a determined artist of interest to the public. The public wishes not only to appreciate works of art, but also to get to know their creators, and to discover more about, perhaps even identify with, the artist. Well-defined clothing features reflect common attitudes and the use of the same work tools; first individually, then uniformly, as they show shared views through matching outward appearances.