12 Jan. 2011
SHOW PREVIEW: PREMIUM, BERLIN“Drin ist, was drauf steht” (the packaging reveals the content). Anita Tillmann, Managing Director of Berlin “new luxe” Premium platform, uses this saying to describe the consistent focus on high-quality premium brands at the upcoming event, already the 17th installment, and this time taking place from January 19-21 in the post office station building at Gleisdreieck. At the start of the week, the platform will kick off the Fashion Week at the F95 store by awarding their very own Young Designers Award.
One day before the official start of the Berlin Fashion Week, on January 18, Premium will present their product range in the Premium Men section on the second level of hall 5: for the third time, they will showcase a select product mix of contemporary menswear with more than 100 collections – from classical-elegant custom tailoring to progressive designs. “Each season, the different brands are put together in a new way in order to present the retailers with an interesting mix,” explains Tillmann. In addition to exclusive menswear, for three days the regular Premium platform will once again show an extensive portfolio of luxury brands with the areas Sophisticated Men’s & Women’s collections, Contemporary Fashion, Premium Denims, Luxury Sportswear, Progressive Street Fashion and Organic Fashion, as well as selected accessories. By expanding hall 7 as well as occupying the front building directly at the entrance to the site, space available at the old train station building Postbahnhof has been enlarged by 3,000 extra square meters (32,300 square feet). “However, there is still an acute lack of space and we unfortunately had to turn down a large number of good brands”, Norbert Tillmann says.
Around 980 international collections have been accepted, such as Current/Elliott, Adidas SLVR, Paige Denim, Fred Perry, Kris van Assche x Misericordia, Bllack Noir, Julie Park, Velvet, Won Hundred, Napapijri, Fifth Avenue Shoe Repair, Humanoid, Day Birger et Mikkelsen and Jbrand – supplemented by accessories, shoes, fragrances and cosmetics. In the showrooms on the second level in hall 3 there will be a compact presentation of fashion basics, including brands such as Mac Selected, Deha, R2, ADenim and Culture.
The new Seek edition with its progressive brands and references to art and music also awaits visitors this month in the former ticket hall of the post office station. The interactive workshop series, introduced just a few seasons ago, is to be continued and this time will deal with professionalizing the blogger business. As a foretaste of the second Berlin bike show in March, initiated by Premium, the symposium “Velo Couture” will dedicate itself to the bicycle as a design object for an environmentally aware, fashion-conscious target group, while in the context of the second symposium presentation entitled “Less-Fashionmag.com” will introduce the two makers of the magazine of the same name. Following the fair in January, the tour will begin again. Premium Order will be held from February 5-8 in Düsseldorf and from February 19-22 in Munich.
See all fairs and events in Berlin: Fair guide
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