Berlin's exclusive upscale men's and women's fashion trade show Premium (www.premiumexhibitions.com) was the spot for many international buyers during its three-day run, ending on January 23. 15,000 visitors turned out for the shows, which includes Premium, Premium+ and Berliner Salon--that's 3,000 more than last July. About 70 % of all attendees came from abroad, especially Italy, the UK and Greece, as well as the US and Japan, which were satisfying results for Premium's managing duo Norbert Tillmann and Anita Bachelin.

About 390 collections were showcased throughout the three segments. Among them, well established brands such as Ugg, Blue Cult and Duffer of St. George, and first timers e. g. by Acne Jeans, F_Wibe (Fornarina’s high end line) and Worn By.

The Berliner Salon improved its concept after some criticism last year and focused on feminine eveningwear from designers such as Ella Singh and Talbot Runhof. Although it was located in the Premium+ tent this time around, the attendance was still lower than the rest of the events.

In reaction to Bread & butter’s plan to expand to Barcelona, Premium's managers announced a new streetwear show called Premium Fire. It will take place in Berlin from July 15 - 17--the same time as the other Premium shows. "There is a lot of confusion among retailers and exhibitors because of Bread & butter moving to Barcelona. We want to provide space for those small streetwear brands who cannot afford to show in Spain. And we want to support Berlin and Germany as a market place," explained Bachelin. According to her, about 40 brands already show deeper interest in the new concept. But neither brand names nor the location have been confirmed.



Sabine Kühnl, Bureau Chief Germany