GreenShowroom, the trade fair that showcases international, sustainable and luxurious fashion and lifestyle designs, has been acquired by fair and exhibition company Messe Frankfurt. Thus, the next edition of GreenShowroom, taking place July 6-8, 2011 at Hotel Adlon in Berlin, will be organized and supported by Messe Frankfurt which is hereby expanding its portfolio of textile events.

The two founders of GreenShowroom, Magdalena Schaffrin and Jana Keller, will continue the event on the basis of their original concept which is to present high-end fashion, accessories, and lifestyle products made using eco-friendly methods in accordance with social standards. “We are delighted to be working together with Messe Frankfurt – a strong partner that shares and supports our vision of the development of green fashion,” stated Jana Keller and Magdalena Schaffrin. GreenShowroom will also feature the Ethical Fashion Show, the international trade fair for sustainable fashion which was held for the first time under the patronage of Messe Frankfurt in 2010, that is making a guest appearance on additional exhibition space.

By taking over GreenShowroom, Messe Frankfurt has sent out a strong signal in the market for sustainable fashions. With its international events, it covers the complete value chain from apparel fabrics and fashions, via home textiles and technical textiles, to textile processing and care. Relating to this, ecological and socially-responsible production has been expanding rapidly in importance for several years. “We support this development systematically and increasingly at our fairs with seminars, conferences and publications,” says Bernd Müller, Project Manager for Sustainable Textiles at Messe Frankfurt.