Sunday, January 29, 2012

PREMIUM International Fashion Trade Show

While many of my friends are currently only talking about weddings, how they're waiting for their boyfriends to pop the question or showing off their classy princess cut engagement rings I'd rather spend my times at fashion events and parties.
Mercedes-Benz Fashion Week Berlin is a great occasion for that with all the fashion shows, parties and of course the big international trade shows like Bread & Butter and of course PREMIUM. I visited the PREMIUM International Fashion Trade Show, which took place from January 18 - 20, on Wednesday, the opening day. Since its premiere in January 2003, PREMIUM with it's visionary concept of selection, high quality and exclusivity in a modern ambiance has become a magnet for national and international exhibitors, buyers and press representatives. PREMIUM is providing a contemporary trade platform for choice collections, international newcomers and exclusive trend products. It's located on the grounds of STATION-Berlin in a raw, industrial building that makes the perfect ground for all the stands full of clothes, accessories, shoes and other fab things. This time PREMIUM presented over 800 brands and more than 1400 collections from the segments womenswear, menswear, denim, sportswear, shoes and accessories - a unique mix under one roof. So you see there was a lot to check out so I'll share my PREMIUM finds with you in separate posts during the next few weeks.
PREMIUM is also supporting young talents with the PREMIUM YOUNG DESIGNERS AWARD, the winners were honored in the categories womenswear, menswear and accessories for the fifteenth time. The price for womenswear went to BLAME by Sarah Büren & Sonja Hodzode, menswear to LAMPERIA by Lukasz Stachowicz and accessories to RITA IN PALMA by Ann-Kathrin Carstensen & Ana Nuria Schmidt. As part of the award, the winners each receive a stand at the PREMIUM, integration in the general communications of PREMIUM and the inclusion of their collections in the sales mix of F95 The Fashion Store at STATION-Berlin. On top of this, the winners will have the unique chance to each design two MCM backpacks for the MCM Backpack Series. Michael Michalsky presented the backpacks to the three PREMIUM young designers during the award ceremony. After having been made over in the style of the young designers, the backpacks will then be integrated into the already existing MCM Backpack Series and presented at PREMIUM next season. The current gallery of the MCM Backpacks designed by Asian artists that’s underway now may be admired at F95 The Fashion Store. The PREMIUM Store F95, which has been at home on the grounds of the STATION-Berlin since October last year, represents the PREMIUM portfolio and has met with consistently positive feedback, especially from retailers who are enthusiastic about the unconventional brand mix and the store concept.