22 Jul. 2008
FASHIONWEEK BERLIN RETAINS SOLID STANDINGThe third edition of Mercedes-Benz Fashion Week Berlin ended on a high note. About 15,400 visitors attended the week’s events, including catwalk shows, fairs and showroom open houses.
Even though that number was 1,000 fewer than the last edition in winter, organizers were pleased with the numbers. “We still hope for more German buyers to understand how important Berlin is,” said Premium’s Anita Tillmann. As for international visitors, the response was stronger. “We saw visitors from Italy and France, but also from Asia,” Daniel Aubke of the managing agency IMG said.
There was also positive feedback on the overlapping dates this time. The shows ran for only four days (July 17-20) and showed a tighter schedule than the last edition. Premium set its dates for July 18-20. Other showroom action also took place during the dates, including the second edition of Stark and Projekt Galerie.
This season IMG choose a tent at the historic Bebelplatz/Unter den Linden in the center of East Berlin. Here the biggest part of the 26 shows took place, among them Strenesse Blue, the Academy Show University of Fine Arts Berlin and Smeilinener, which showed at BFW before. The week also included debuts including a retrospective show by the British eccentric duo of Basso & Brooke, the sportswear label Eastpak and womenswear designer Kai Kühne. As part of the Karstadt New Generation award four younger brands showed their collections; this year’s winner is the German designer Marcel Ostertag.
Highlights of fashion week were without a doubt the shows by Hugo, Joop! Jeans and Michalsky, which all voted for off-site locations. The biggest draw was the closing show by Vivienne Westwood’s second line Anglomania, with Westwood herself sitting front row.
Other events included a cocktail gathering organized by German Vogue and the high-end store The Corner for the American designer Phillip Lim. And to celebrate German Elle’s 20th anniversary, the publishing house Burda held a gala at the Tempodrom. There the newly launched fashion award, the Mercedes, was given to Karl Lagerfeld, Raf Simons and Italian duo 6267, who all attended the event. Fashionweek also saw the opening of Karl-Heinz Müller’s (Bread & butter) new store 14 oz. Located in Berlin-Mitte, the store carries a wide selection of denim and more upscale fashion brands.
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