The year 2022 might set the start for a return to normality. Italian trade shows and events such as Pitti Uomo (January 11-14) and Milan Fashion Week (January 14-18) have recently confirmed that they will take place. White Milano, instead, will focus energies on its February 24-27 appointment.




The German fairs Premium and Seek, along with the Fashiontech talks and the new format The Ground, have confirmed that they will also take place in January, from January 18 to January 20, in Frankfurt am Main.

The show will host altogether over 300 brands including international names such as Denham, Drykorn, Ecoalf, Edwin, Happy Socks, Heimat, K-Swiss, Kangol, Nudie Jeans, Pendleton Woolen Mills, Property Of, Pyrenex, Saucony and Veja at Seek. Among participants to Premium there will be Buffalo, D.A.T.E.Sneakers, Desigual, Ecoalf1.0, Moma, Pantofola D'Oro1886, People of Shibuya, Peuterey, Womsh and many others.





Anita Tillman, managing partner, Premium Group, explained how the shows’ new format and relaunch can play their role in bringing recovery to the market. A new city, a new location and a new event format happening in person are planned to welcome the fashion industry soon. What can we expect for the next edition of Premium and Seek?
The Premium Group events will take place January 18-20 at the Frankfurt exhibition center, taking into account the 2G+ rule (all participants have to be vaccinated or recovered and additionally daily tested). Ensuring health and safety is a top priority in the organization and implementation. A comprehensive hygiene protocol will enable a Covid-free business and networking platform on which exhibitors, buyers and the press can work in peace. On site, the team ensures that all guests are informed and supported responsibly from arrival to departure. How many brands will the Frankfurt events host?
The conceptual novelty is that the Premium, Seek, The Ground and Fashiontech events will–for the first time and once–take place altogether in a spacious hall, which roughly corresponds to the entire area of ​Station Berlin, on a total area of ​​approx. 20,000 sq. meters. The resulting simplified admission management will serve the safety of everyone. In this way, visitors will be able to quickly and comfortably experience all the inspiration and a concentrated brand power at once. How will the different exhibitors be grouped? What events and mood can we expect?
The circumstances weld together. We are very much looking forward to bringing together all Premium and Seek exhibitors in one location. We are thus creating a universe with two planets and many worlds–colorful and exciting. Most of the industry is positive about the meeting in Frankfurt. Everyone wants to experience something completely new and actively shape the future together again! We offer the space for this–that is our strength. Numerous brands have already signed-up and despite some decisions for smaller pop-up presentations, the willingness to start again together and the desire to send positive signals prevails! In addition to established players, many new brands also want to show their collections this time. What about visitors? What are their expectations? How many of them do you expect to come to Frankfurt?
This edition of the fairs will be a very special one! It will be about how the industry carries on. About the future. It will be more about the exchange than the collections themselves. Nevertheless: Premium and Seek are and will remain the only trade shows where the industry meets to see all segments of contemporary fashion at one place. 

For the retail trade, new brands that have not been visible in the last year and a half due to the suspension of our events are a decisive success factor and differentiating factor. It is important to open up the tunnel vision caused by the pandemic and let yourself be inspired by something new again! We all need to exchange ideas, to network, to collect inspiration and to gain a new overview of the market. And we cannot wait for that!

Some insiders think that Premium might not take place next January, especially considering the present Covid situation. What is your comment?
The decision to make the show happen was taken upon the representative feedback from many protagonists of the industry, expert opinions and from a close observation of the situation as well as an assessment of all measures that can be taken in Europe to ensure a safe event.





Nothing has changed! We still plan to take place in the third week of January! Of course, Covid is present, but numbers in German-speaking countries are falling, and we assume that the situation will continue to ease up until the event. We can and must all adjust to living and working with Covid and possible variants in the future. It is always easier to rely on reasons not to do something than to go through all the efforts to make something happen. At this point in time, we are confident that the coming together of the fashion community will send a strong signal for the future of the industry.

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