Green fashion is getting sexier for the market. After the new green fair concept announced its launch during Berlin Fashion Week, the so-called GREENshowroom is the newest event on the schedule for July. The event will run from Jul. 1-4, 2009, concurrently with Bread & butter, Premium, Mercedes-Benz Fashion Week, Spirit of Fashion, Boudoir and 5 Elements Berlin.

The first edition of GREENshowroom will be held at Hotel Adlon in Berlin. As a platform for sustainable innovative design in the upper middle to upper end section, it offers a selection of 15-20 high-end eco-fashion labels selected according to their high ratings on ecology as well as fair trade. Labels such as Snowberry, Blushless, Julia Starp, RoyalBLUSH, *magdalenaschaffrin and Collection of Hope have announced their attendence.

The range includes womens- and menswear, accessories, shoes, jewelry and beauty products. As announced, one novelty at GREENshowroom will be the exclusive selection of products out of the eco-section, which includes worldwide currently less than 90 brands.

Head of the new concept are Magdalena Schaffrin and Jana Keller. Exhibiting brands will showcase their collections on hall stands in wide opened trunks; accessories will be spread over deluxe beds and tables; jewelry and beauty products will be arranged in luxurious bathrooms.

The first three days are for trade visitors, while the last day will be open to the public.

—Melanie Gropler