TIMELESS Zürich 2026: Where Fashion, Culture and Creative Minds Converge

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At the Swiss National Museum, a new chapter in Zurich’s creative landscape began with an evening devoted to fashion, luxury, talent and meaningful connections.

Zurich, Switzerland 24 August 2026

On 15 August 2026, more than 500 guests gathered beneath the historic setting of the Swiss National Museum for the inaugural edition of TIMELESS Zürich a new platform created by FOTOGEN to bring together fashion, luxury, creativity, business and an exceptional community of established and emerging talent.

Created and produced by FOTOGEN under the direction of CEO Jad Hayek, TIMELESS Zürich was developed in collaboration with Mirabela Lauterbach, founder of Elevate Brands. Their shared ambition was clear: to create an environment where people, brands, talent and ideas could meet naturally, and where meaningful connections could become the beginning of something more.

From Davos to Zürich

The story began earlier this year in Davos, during the World Economic Forum. It was there that Hayek and Lauterbach discovered a shared interest in connecting leaders, creative talent and brands and in bringing that spirit of exchange to Zurich.

Less than six months later, that initial conversation had become TIMELESS Zürich.

For FOTOGEN, the event represents a natural continuation of its longstanding work across modelling, photography, creative production, events and brand storytelling. For Elevate Brands, it offered an opportunity to bring its expertise in experiential concepts, curated collaborations and cross-industry connections to a new setting.

The result was an evening designed not simply to be experienced, but remembered.

Fashion, Craftsmanship and Curated Experiences

At the heart of the inaugural evening was the exclusive TIMELESS Collection by PAVÉ PAVÉ, presented on the FotoGenModels catwalk.

The fashion experience was complemented by champagne from Laurent-Perrier and curated partner experiences from KITON, Hotel Waldhuus, Dorow Clinic, Coiffeur Valentino, Atelier Eve, LEAU de Vodka, Maison Metzger and Joakim Buttigli, among others.

Guests were also invited to take part in the TIMELESS Grand Raffle, featuring exclusive experiences, premium beauty and wellness packages, and lifestyle gifts generously contributed by participating partners.

Yet beyond the fashion, hospitality and experiences, another moment pointed decisively towards the future.

FOTOGEN Meets Artificial Intelligence

For FOTOGEN, one of the evening’s most significant milestones was the introduction of its new FOTOGEN AI Department marking the beginning of a new chapter for the company.

The department explores how artificial intelligence can expand the possibilities of photography, fashion, design and visual storytelling, bringing together FOTOGEN’s decades of creative experience with emerging technologies.

“TIMELESS was created with a very simple idea in mind: to bring the right people together in an inspiring environment and create something that goes beyond a traditional event. For FOTOGEN, it is also about looking forward bringing together our experience, our people and new technologies as we approach our 60th anniversary,” said Jad Hayek, CEO of FOTOGEN and creator of TIMELESS Zürich.

For Mirabela Lauterbach, the essence of the evening was equally human.

“Working with Jad and the FOTOGEN team has been a great opportunity to combine different perspectives and networks. TIMELESS is ultimately about people the conversations, creativity and connections that remain long after the evening ends,” said Mirabela Lauterbach, founder of Elevate Brands and partner of TIMELESS Zürich.

The Beginning of a Larger Journey

TIMELESS Zürich is only the first chapter.

With FOTOGEN’s 60th anniversary approaching in 2027, the inaugural event establishes the foundation for an expanded TIMELESS platform and a new stage in the company’s evolution.

Founded in 1967, FOTOGEN has grown from its foundations in modelling and photography into a broader creative platform encompassing event production, brand experiences, social media and visual storytelling. Under the leadership of Jad Hayek, who has led the company for more than 30 years, FOTOGEN has continued to evolve while remaining focused on its defining strength: connecting exceptional people and creative talent with outstanding brands and opportunities.

In 2026, the company launched its dedicated AI Department. In 2027, it will celebrate six decades of creativity, talent, people and continuous evolution. For Elevate Brands, founded by Mirabela Lauterbach, TIMELESS reflects nearly two decades of creating meaningful experiences across fashion, luxury, beauty and retail from London and Berlin Fashion Week to Women in Travel Retail networking events at Zurich Airport, Sustainability Leadership Lounges and the global stage of Davos during the World Economic Forum.

The philosophy is shared: create purposeful moments that inspire, engage and remain with people long after the evening ends.

And so, as the lights faded at the Swiss National Museum, the story was already moving forward.

TIMELESS ’27 is coming soon.

To be continued.

Patricia Holdener

Editor-In-Chief

Luxe Magazine Switzerland