Believe it or not, Premium's space and brand offer was even bigger than last season. In addition to the previous existing areas, also the new additional spaces (the Kühlhaus and the new hall 8) with many new brands and first time exhibitors such as Ainea, Lala Berlin or Vladimir Karaleev were fully booked and well visited, especially on the first two days. The mass of collections makes it almost impossible to make it in one day.

Fur coat by Montgomery
Fur coat by Montgomery
The new show days (Monday till Wednesday instead of Tuesday till Thursday) were well received because it saved one full working day since everyone arrives on Sunday or Monday morning.

An important topic retailers were checking out was ‘outdoor’. Consumers bought down jackets in winter sales, so for the coming season an alternative outdoor piece is necessary. Washed woolen coats and (fake) fur were mentioned as options to replace down jackets and parkas.

Positive reaction from brands and visitors were as following: "Especially for men you can find some interesting brands and looks," says Berit Petersdorf of Hamburg-based Angelo's. She mentions examples such as menswear label Bob that offers looks with "details that you can easily sell".

Despite the recent turmoil around the Berlin trade show scenery, Premium underlines that Berlin is still a strong fashion hotspot: "In Europe you cannot find a better platform than Berlin," says Roberto Chini of Gang who presented his brand at Premium's Kühlhaus.

Fake fur slippers by Ainea
Fake fur slippers by Ainea
Popular label: Set

Look out for: new outdoor solutions (woolen coats)

Bestseller: Chunky knitwear

Hottest trend: Colored fake fur