Berlin trade shows redefine fashion landscape ahead of fashion week
Jan 10, 2020
With only a few days to go until the start of Berlin Fashion Week, the German fashion community is looking to Tempelhof for direction. New players and locations, events and seminars are part of the ever changing nature of Berlin Fashion Week, which opens on 13 January in the German capital.
With Panorama’s relocation to Tempelhof, a decommissioned airport which was home to Bread & Butter until 2014, the focus is now on the abandoned airport grounds, full of expectations and memories.
Panorama boss Jörg Wichmann and his team are hosting the trade fair with a new theme: ‘Rebel With a Cause’, a modular layout, an emphasis on smart casual fashion and a new B2B platform, Fashion Cloud.
Panorama has already amassed a few achievements. Ahlers AG is bringing Pierre Cardin back to Panorama after a long absence in Berlin and Timezone is also returning to the fair.
But will Panorama succeed in bringing Tempelhof back to its former glory as the nerve center of German fashion? At their peak, Bread & Butter shows in Tempelhof managed to attract about 100,000 visitors.
All in all, buyers and brand representatives can expect to see over 3,000 brands and their Autumn Winter 2020/2021 collection in the German capital across Premium, Seek and Show & Order.
Premium expands concept
Anita Tillmann and her team will be closely following the industry’s latest developments. Premium and Seek will offer visitors a platform to immerse themselves in the latest contemporary and streetwear fashion trends.
As part of its Responsible Future initiative, the fair is also expanding its content programme. An expanded schedule of talks will bring together key figures, speakers, buyers and experts from the industry at the upcoming edition on 14-16 January. Eco-fashion and industry collaboration will be key topics.
The fair has also developed a new corporate identity in partnership with Hamburg-based creative agency Karl Anders and creative duo Ashirov Martichat.
The realignment responds to the market’s transformation, helping inject new energy with new concepts, a strong brand mix and relevant content for brands and buyers.
“Our business is changing radically and at an unprecedented rate. Driven by digitisation, trends are unpredictable,” said Anita Tillmann in autumn.
Following a ‘Think Tank’ event in July, the trade show has rethought the way it organises its content formats with the aim of offering visitors the opportunity to make new business contacts through live panels, interviews and talks.
And as seen on the latest campaign, the idea of sculpture takes on a new importance, with the trade show placing classical sculptures throughout the space as social media hubs.
Seek focuses on Trade Union, Fashiontech moves to Aletto Hotel
Taking place at Mercedes-Benz Arena Berlin, Seek will continue to build and expand its Trade Union format.
During the coming edition, from 14-16 January, 40 brands across menswear, womenswear, shoes and lifestyle products will showcase their latest collections at the trade fair.
The new Fashiontech Studio will open as part of Seek in the venue’s Glashaus.
Meanwhile, the established Fashiontech Berlin is moving to Aletto Hotel, directly opposite the venue hosting Premium. Both shows will be held on 14-15 January.
Neonyt and Selvedge Run in a new location
Neonyt, the fashion fair for sustainable fashion, and streetwear-focused Selvedge Run will take place in Tempelhof alongside Panorama. “We are moving into one of the city's best-known locations. The spacious grounds and Hangar 4 of Tempelhof give us a multitude of new opportunities to consistently develop and grow Neonyt,” said Olaf Schmidt, vice president of textiles and textile technologies at Messe Frankfurt.
Networking event The Networkx will also be held in the old airport.
Led by Shane Brandenburg, Selvedge Run will attempt a revamp of its own. The tenth edition of the denim, craftsmanship and outdoor event will take place in Hangar 5 from 14-16 January.
Featuring a space that has been divided into four showrooms, Selvedge Run will underline the independent universe of each of its exhibitors. New this season will be a selection of Japanese denim brands that will be available in Europe for the first time.
Berlin Fashion Week at Kraftwerk
This season will see Berlin Fashion Week, sponsored by Mercedes Benz and Nowadays, relocate from eWerk to Kraftwerk on Köpenicker Straße. The former power station located in Mitte served, in previous years, as the home of Neonyt, Fashiontech and Show & Order.
MBFW has moved to the new venue as part of plans to further develop and expand its proposition. Taking place on 13-15 January, the event will be open to members of the public, as well as trade professionals.
Kicking things off on Monday will be a special showcase from South African designers Clive Rundel, Floyd Avenue and Viviers Studio.
On Tuesday from 1:30pm, the catwalk will present the latest collections from Danny Reinke, Irene Luft, Cashmere Victim, Neonyt, Odeeh and Last Heirs.
Finally, Lena Hoschek, Rebekka Ruetz, DSTM, Nobi Talai, Kilian Kerner with KXXK and Riani will take over on Wednesday with shows starting at 10am.
The big finales comes from Wolfgang Joop, founder of fashion company Joop!, and his ‘Looks by Wolfgang Joop’.
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