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
Most inspiring sustainable collection: Aubergin from Palma de Mallorca
Best denim piece: Rich & Royal from Germany
Coolest print sweaters: Blake Seven from Rotterdam
Must have piece for s/s 2018: Windbreaker from Finnish brand RCollection
Best 80/90ies style piece: Colmar from Italy
Best styling: Essential Antwerp from Belgium
Most beautiful booth design: Yaya from the Netherlands
For more information on trade shows check out DFV Group’s expocheck.com.