GERMANY / Berlin: The must-see tradeshows | Modem Mag

Fashion Week

In parallel with the Fashion Week shows at the Brandenburg Gate, the Berlin session, which took place from the 5th to the 8th of July 2011, brought together several prêt-a-porter and accessories tradeshows: Bread & Butter, Premium, Green Showroom, Capsule’s first editions and In Fashion Berlin.

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Bread & Butter Berlin: 10 years of history
The show celebrated its tenth anniversary. In 2001, for its inauguration in Cologne, Bread & Butter brought together 80 exhibitors. Today, the tradeshow represents around 580 exhibitors, leading the street-wear and urban fashion markets. 60% of visitors were international, from 100 countries to see the fair. There was a significant increase in the number of visitors from the Benelux, Scandinavia, Great Britain, Austria and Switzerland, as well as from Eastern Europe, notably from Russia. As usual, buyers from North America had a strong presence at the tradeshow. A gargantuan opening soirée celebrated ten years of BBB and a booklet was published to mark the occasion, looking at the show’s development and greatest moments, like the time it spent in Barcelona and its triumphant return to Berlin in July 2009.

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Premium: Young Designers Award and honoured Japanese designers
This season, the Premium tradeshow presented more than 800 labels, that is 1000 collections, and registered more than 60,000 visitors. The 5% increase compared with February’s session might be explained by the growing mobility of international buyers – particularly France and Russia – and those from Asian countries. There was a particular focus placed upon Japanese designers as part of the project “Tokyo Goes Berlin”, shown on the mezzanine of exhibition space, STATION-Berlin. An installation brought together the collections in a framework of artistic happenings, mixing tradition and modernity. Another strong point for Premium is the SEEK sector, which has grown in size, becoming more and more its own tradeshow. As they do every season, Premium’s organisers launched a competition for young designers, thanks to which three winners will benefit, next season, from support with the production and “commericalisation” of their brand. The three winning brands this season were Marc Stone (menswear), Karlotta Wilde (womenswear) and Vonschwanen Flügelpupke (accessories). The trio will also receive financial support towards the making of their next collection, the pieces of which will be on display in the windows of the Berlin Galeries Lafayette and exhibited on stands dedicated to them at the Premium tradeshow in January 2012.

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Green Showroom: Collaboration with Messe Frankfurt
The young ethical fashion tradeshow took over a floor at the historical hotel, Adlon Kempinski. Since this season, it now belongs to German organiser Messe Frankfurt (Texworld, Ethical Fashion Show…). The collaboration with Messe Frankfurt will contribute to the extension of the tradeshow beyond French territory. The tradeshow’s original concept will remain unchanged, in terms of the event’s organisation and choice of exhibitors. This collaboration resulted in the presence of Ethical Fashion Show at Green Showroom and, likewise, that of the Berlin based brands at the Parisian tradeshow in October 2011. Each season, Green Showroom shows a selection of pieces of its exhibitors at the tradeshow and at the hotel.

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Capsule: Successful first steps
Capsule’s two days, organised by the American agency BPMW in the Alte Muntze space, got considerable attention from the buyers. The selection of denim and casual labels, primarily from North America, completed the range of collections presented in Berlin, the sales campaigns of which logically run alongside the presentations of menswear collections in Milan and Paris. The position of the tradeshow, opposite the Berliner tradeshow ProjektGalerie, also served as a platform for the shows of Austrian designers, such as Superated, in the framework of the “Austrian Fashion Design” event.

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in fashion berlin: Munich presents its selection in the capital
A new tradeshow for prêt-à-porter womenswear and accessories in the Radial System V space on the Spree. After 11 seasons in Munich, in fashion brought together80 brands for both German and international buyers.