Premium Exhibition, the Berlin trade show for new luxury and premium denim brands, held its 12th edition on July 18-20. Showcasing 850 international summer 2009 men’s and women’s collections, the bi-annual, directional show, located at the Station in Luckenwalder Straße, attracted 15,273 visitors this season, down from 16,354 in February. Of these, 59% came from German-speaking countries (Germany, Austria, Switzerland), 19% from Italy and Southern Europe, 8% from the United Kingdom, 5% from Scandinavia, 4% from Eastern Europe, 3% from Benelux and 2% from the United States, the United Arab Emirates and South Africa. Organizer Norbert Tillman said at a brunch on Sunday, “All in all we are satisfied with the numbers of visitors; the most important buyers attended the show, but we wish that more buyers realize the importance of Berlin.”

Exhibitors’ reactions indeed were varied. While some exhibitors were satisfied with the frequency, others weren’t. One agent from the Far East said, for example, that he had nothing to do during the three-day event. In contrast, Eva Feldges-Heidt from the agency Feldges-Heidt in Frankfurt and Anja Stockinger from Geschwister S were very content with the quality of contacts.

Among the most notable sections of the show was the platform Über Denim, which showcased brands such as Rock & Republic, True Religion, Philipp Plein, J Brand, Dondup, Desigual, Citizens of Humanity, Stitch’s, Blue Tattoo, Andy Warhol by Pepe Jeans and William Rast. There were, however, some new names on the roster, including Joop! Jeans, Burlington, Cinque, Desigual, Eastpak by Raf Simons, Heidi Klum by Jordache, Le Coq Sportif, J Four, Andy Warhol by Pepe Jeans and Guess by Marciano. And the Green Area, dedicated to environmentally-friendly fashion, showcased products by Kuyichi, Katherine Hamnett, Tom’s Shoes, Jackpot, Camilla Norrback, Armedangels, Matt+Nat, Quint, Amazon Life, Designers against Aids and Neeom by Natural Magic London.

New dates for the winter edition have yet to be announced.