Only a few weeks are missing before the next edition of Premium Exhibitions events take place from 17 January to 19 January 2023 at Messe Berlin, in Berlin.
Anita Tillman, managing partner, Premium Exhibitions, explained The SPIN OFF what the next Berliner events will disclose while celebrating the group's 20th anniversary while always thinking forward.What are the highlights of the next edition of Premium show and the events connected to it? What key events or initiatives will visitors enjoy?
The focus of our next edition is on the most important trends for retail, inspiring brand activations, emotionalisation of stores, and new brands that we consider as very promising.
These are Unützer, Tombolini, Becksöndergaard Copenhagen, Cycle Jeans, Guard London, Preach, Second Female, Fabienne Chapot, Oilily, Sportalm, Ted Baker, Herrlicher, Moose Knuckles, Peuterey, Hi-Tec, Les Visionnaires, Coster Copenhagen, Inuikii, Ibana, Duvetica, Briglia, Bombers Originals, Lollys Laundry, Ecoalf, Colours of California, V von Goat, Hurray, SPSR, Jane Kønig, Drykorn, Izipizi, Canadian Classics, Blaumax, JNBY, Fynch-Hatton and Looks by Wolfgang Joop at PREMIUM as well as Snow Peak, Herschel Supply Co, Ed Hardy, Huf, Homecore, Portuguese Flannel, Mads Nørgaard, Schott NYC, Edwin, American Vintage, Girlfriend Collective, VEJA, Champion, Sandqvist, Merz B Schwanen, Novesta, Pyrenex and more at Seek.
Will Premium host any initiative related to ecofriendly fashion?
Another highlight of next edition will be our expanded Premium Group Conscious Club. The separate modules, projects and collaborations in this selection aim to give the industry a collective "sustainability reality check" that showcases the most vital sustainability trends, introduce partners and concepts, and presents the recommended actions that come out of this.
Within the Premium Group Conscious Club Community, we will present around 100 conscious brands, which is the biggest curated sustainable portfolio in the whole Europe. As part of this section, we will present the best new collections and the brands of pioneers who have been responsible for so many good changes over the years. Conscious Clubbers, for next January will be, for instance, Veja, Lanius, Dedicated, Bask in the Sun, Camper, Ecoalf, Girlfriend Collective, Merz B Schwanen, Sandqvist, Snow Peak, and Ucon Acrobatics.
After the successful collaboration in the summer, we will curate an extensive Conscious Club program in cooperation with Max Gilgenmann and Magdalena Schaffrin from studio MM04 again, who are known as established sustainability experts. Their progressive 202030 – The Berlin Fashion Summit takes place in January against this backdrop and features top-notch expert talks and workshops that, for the first time, will be held in the trade show foyer (South Entrance).
Sustainability plays a crucial role at the hybrid Yonnaverse conference too, organised by Anna Franziska Michel from Yonna.ai and her team. The aim of this format is to accelerate digitisation and circularity and connect the dots between sales, sustainable fashion and technology.
As Premium is celebrating its 20th anniversary this year, could you say how has the approach to sustainability changed through all these years in fashion? And where do you think it is heading now?
We have been dealing with the topic of sustainability for over fifteen years. For the first time, a generational change in the industry is visible. Even among Gen X, Y and Z, they have a different attitude, a different self-image – including when it comes to sustainability.
What other initiatives will be part of next edition's schedule?
Approximately 15 Ukrainian designers will receive support as they make their debut at Premium for the first time. Fashion Council Germany will present a number of projects and initiatives for promoting the German fashion industry. There are new developments in plan in the Fashiontech sphere too. The latest trends in the Metaverse, digitalisation and sustainable transformation will be presented as part of the experimental Yonnaverse Conference, organized by Yoona.ai. There will be a special focus here on innovations from female entrepreneurs.
All retailers can register for the expanded buyer program, which is set to be exciting. They are invited to take inspiration from Europe’s most cutting-edge stores, including KaDeWe, Voo Store, Andreas Murkudis, The Corner, Overkill, Supreme, Firmament, The Store, Merz B Schwanen and 032c Workshop and many more.
Why did you choose the location of Messe Berlin, the upcoming show edition? Happening in parallel with Berlin Fashion Week, isn't it too far from the rest of the events?
We chose the old halls of Messe Berlin as the location because we wanted to meet the industry's wish that all our formats take place at one location. Previously, Premium, Seek and our other shows were spread across different locations in Berlin and that was always criticized. There are not many locations in Berlin that are big enough to have all our formats take place in one place. Now all our formats are united at one location, that's very convenient for everyone.
As part of Premium's 20th anniversary celebrations, will you organise any retrospective show, exhibition or video that will present its most significant past events for the next Premium show?
"Forwards ever, backwards never" is our motto and as much as we love what we all have experienced int the past, we do believe in "now". We will celebrate with our brands, visitors and friends. That means free drinks every day, apéritifs, great conversations, and the extravagant party on the second day at Telegraphenamt, Berlin's new and glamorous location! We perceive a great longing for opulence, lightness, and feeling free - we want to use our birthday to give this feeling to everyone who is coming to our events! And of course, there will be lots of little birthday surprises, too!
Could you name the four-five most significant events or projects that Premium organised in the last 20 years which you consider memorable, and why do you think they were so cool?
It's really hard to limit myself to just four or five memories, because of course we've achieved an incredible amount in the last 20 years.
We were the ones who curated and installed the very first Fashion Week in Germany and glamorously opened and established it with the then governing mayor Mr. Klaus Wowereit and with IMG at the Brandenburg Gate in Berlin.
We were also one of the first to bring topics such as sustainability and digitalisation to the forefront. For instance, we organised symposia on the topic of sustainability, in which Katharine Hamnett, Adriano Goldschmied, Elio Fiorucci, and Francois Girbaud participated.
Afterwards, we launched the Fashiontech Conference and brought together the most important players in this field including, for instance, Michael Kliger (Mytheresa), David Schneider (Zalando), Tarek Müller (About You), David Fischer (Highsnobiety), Pamela Reif, but also Vestiaire Collective, Bon Prix, Spotify, Facebook, Instagram, and many more were there.
The Premium parties are also legendary. We stood knee-deep in mud in the garden of Station Berlin in the rain and danced to electronic music by Berlin's coolest DJs. Virgil Abloh and Peggy Gou DJed at Seek. We also organised live concerts with Ne-Yo and Universal Music, and Matt Damon and his friends sat at the table between our exhibitors in the club restaurant Cookie.
Absolutely yes. Berlin is and remains the city of creatives and megatrends – the place where diversity, club culture and freedom thrive.