The atmosphere was relaxed at the first day of Premium at Station Berlin. As usual the halls were packed with a portfolio of premium fashion collections. Apart from the well-known established premium brands such as American Vintage, Antony Morato and Second Female there were also a lot of newcomers such as Aubergin from Palma de Mallorca, aintnobasic from Munich, Cords from Stockholm or twenty tees from Düsseldorf that showed for the very first time at Premium.

Christina Knoll from PR agency Edged Selected said, “We only have brands in our portfolio that are sustainable or that follow a sustainable concept like Aubergin and it is great that we have the opportunity to have a platform like Premium to exhibit. Even though it was a more quiet and relaxed start, we have a good feeling.”



Andrea Sanchioni, export area manager, Liu Jo, noted: “Premium reflects perfectly the level of distribution we want to have. We can’t find any other trade show that suits us better. We had immediately many customers at the first day mainly from Germany but also from Austria and Benelux.”

Colmar’s CEO, Giulio Colombo, said: “While Pitti is much more about shaping the image of the brand and showing off, Premium is a solid working fair for us. It is much calmer but it is a nice atmosphere and we think that it is important to show presence here.”

Patrick Draijer, Yaya’s CEO, stated, “We are totally happy with the showroom space at Premium. The location gives us the chance to showcase our brand world. We exhibited at Panorama before but weren’t quite happy with the brand environment. We applied for a space at Premium and immediately got the confirmation for the location. We gotten so much positive feedback from clients and visitors and couldn’t be happier.”

And what about the trends for spring/summer 2018? Those who hoped for inspiring newness were dashed. Flower prints, stripes and embellishments a lot of ’80s and ’90s styles dominated most of the collections. The kimono/bathrobe piece seems to be a must-have for next summer and print and logo shirts and sweaters could be seen everywhere. Windbreakers will also experience a revival. Key denim looks include highly decorated styles, high-waist mom jeans, flares and trendy baggy silhouettes. And although the color palette seems to offer every hue for s/s 2018, purple, yellow and baby pink are THE top colors for men and women.

Most inspiring collection: Cords from Stockholm

All pieces from cords are made of corduroy.
Photo: SI Team
All pieces from cords are made of corduroy.

Lookbook image from Cords for s/s 2018
Photo: SI Team
Lookbook image from Cords for s/s 2018


Most inspiring sustainable collection: Aubergin from Palma de Mallorca
All pieces from Aubergin are made in Spain
Photo: SI Team
All pieces from Aubergin are made in Spain

Nevean Holmes and Anna Uimonen launched the label in 2014
Photo: SI Team
Nevean Holmes and Anna Uimonen launched the label in 2014


Best denim piece: Rich & Royal from Germany
Striped denim with frayed edges - the 90ies look for denim is in trend
Photo: SI Team
Striped denim with frayed edges - the 90ies look for denim is in trend


Coolest print sweaters: Blake Seven from Rotterdam
Sweater from Rotterdam label Blake Seven
Photo: SI Team
Sweater from Rotterdam label Blake Seven

Inspiration for the s/s 2018 collection? Vacation, of course!
Photo: SI Team
Inspiration for the s/s 2018 collection? Vacation, of course!


Must have piece for s/s 2018: Windbreaker from Finnish brand RCollection
Finnish brand RCollections beginnings go back to 1978. While the brand is already big in Scandinavia they want to gain a foothold in the German market. It's their Premium premiere.
Photo: SI Team
Finnish brand RCollections beginnings go back to 1978. While the brand is already big in Scandinavia they want to gain a foothold in the German market. It's their Premium premiere.


Best 80/90ies style piece: Colmar from Italy
Light jacket from the s/s 2018 Colmar collection
Photo: SI Team
Light jacket from the s/s 2018 Colmar collection


Best styling: Essential Antwerp from Belgium
Essential Antwerp pieces for s/s '18
Photo: SI Team
Essential Antwerp pieces for s/s '18

Bold prints and mix & match is the motto for s/s '18
Photo: SI Team
Bold prints and mix & match is the motto for s/s '18


Most beautiful booth design: Yaya from the Netherlands
Yaya showroom at Premium
Photo: SI Team
Yaya showroom at Premium

Yaya is a Dutch womenswear and home accessory brand
Photo: SI Team
Yaya is a Dutch womenswear and home accessory brand

Yaya booth impressions
Photo: SI Team
Yaya booth impressions



For more information on trade shows check out DFV Group’s expocheck.com.