by Maria Cristina Pavarini

“I am very happy I participated in this show,” commented Tony Tonnaer, owner of the premium denim brand Kings of Indigo. “We moved from Seek to Premium because we wanted to get in touch with a wider and more heterogeneous clientele and I’m satisfied with my choice,” And continues: “Most visitors are top quality retailers, all seriously committed to their work and interested in looking what’s new and hot.”

Also the organization management was satisfied with this edition: “In spite of outside temperatures of -10°C, exhibitors and buyers were in good spirits overall,” commented Anita Tillman, managing partner, Premium. And continues: “The visitor flow at all the stands was good and the halls were full. The feedback from our exhibitors was very positive and the level of buyers excellent. Most praised were this edition’s new concepts, the high-quality brand portfolio, and the selection of collections. We are very pleased.”

Among other newcomers were, for instance, Jet Set, Italian sportswear brand Blauer, LA denim brand Articles of Society, Italian motorcycle inspired jeans brand Racered and brands from the Emerisque Italia Group  such as Henry Cotton’s, Marina Yachting and MCS. Also debuting at Premium was top quality and high-research down jacket brand Duno and highly functional and packable jacket brand Esemplare. All exhibitors were highly confident that, thanks to participating in this show, they could get in touch with key insiders of the German and German-speaking market, major visitors of the show.

One of the most significant trends seen on show was the hype of colors pervading many collections, especially outerwear and down jackets. Colorful inner fur linings, details or patchwork added vivid accents to many jackets. Military inspiration, aged and rugged effects dominate casual jeanswear while, above all, most different shades of blue – a true protagonist of the season – characterized outer jackets, blazers and knitwear, sometimes brighten up by light silver touches, details or inner linings. Sneakers focus on material mixes as presented, touched up with lighter elements. Denim bets on heavily destroyed for blue denim, overdyes and coatings with special finishes.

On the second day of the show, on 20 January, they hosted their fourth #fashiontech conference, hosting leading experts, such as delegates from Matchesfashion.com and Brands4Friends/Ebay. Speakers from KPMG and Google talked about how e-commerce and retail can become complementary. Various startups also presented their business ideas, and innovative designers including Lisa Lang, Laura Wass, Pauline von Dongen, and Veronika Aumann, who presented their newest styles incorporating technological devices.

“#fashiontech is not only an information platform. It is also a strategic vehicle for illustrating the digital influence on fashion industry and for pointing out the potential that technology applied to fashion can create in the future,” added Anita Tillmann.

Best-of list:
Best of outerwear: Tatras down jackets on flashy colors.
Tatras
Tatras


Footwear: sneakers with holographic details.
Colmar
Colmar


Key denim effect: aged and rugged.
Gas Jeans
Gas Jeans


The look
: soft tailoring.
Sand Copenhagen
Sand Copenhagen