Following a virtual media blackout concerning the final dates of the Berlin fashion shows this summer, Mercedes-Benz Fashion Week and Premium Exhibitions have confirmed plans to move forward with Bread & butter and hold the shows on Jul. 1.

“For us, it was very important right from the start to find a common date with all the players of Mercedes-Benz Fashion Week Berlin – everything else does not make sense. Especially in times of the recession all event organizers should coordinate themselves in favor of the industry – exhibitors and buyers – and present a strong week. The entire discussion shows that Berlin is a strong internationally relevant fashion city,” say Anita Tillmann and Norbert Tillmann, Premium Exhibitions GmbH.

Maia Guarnaccia, Vice President IMG Fashion Europe, organizer of Mercedes-Benz Fashion Week Berlin, adds: “In the interest of what is best for Berlin we have decided to change the dates of this season’s Mercedes-Benz Fashion Week Berlin. While the new dates present certain challenges to many of the German and Berlin-based designers that show with us, we have, in consultation with our partners and designers, agreed to move our dates so that Berlin may present a unified fashion platform to the international fashion industry in July 2009.”

Indeed, most designers will have to skip sleeping to finish their collections in record time to meet the earlier deadline for the shows, which tends to be quite difficult for young designers such as Leyla Piadayesh from Lala Berlin. “For us designers, the earlier date will be very problematic. Even if we hurry we are only able to get a small part of the collection ready. It’s a pity, as Mercedes-Benz Fashion Week was very successful for us. We could feel measurable success after the shows. As with the new date we won’t be able to realize a show anymore and show and instead show at Premium, Düsseldorf and Munich. We think Premium, IMG and Mercedes-Benz so far did a great job by offering a professional platform to the designers, but we don’t understand their current decision,” she said.

Still, this new date offers a better opportunity to host more buyers and the press rather than having two events shortly following each other. “From our prospective, we very welcome this decision,” Ulrike Möslinger, member of the executive board of the department store Galeries Lafayette Berlin. “We believe that Berlin has a chance particularly to reach many more buyers again.”

Together with the re-launch of Spirit of Fashion’s Summer edition, the wellness fair 5 Elements plus Bread & butter, Berlin will host about five events at the same time.

Dates and locations for the S/S 2010 shows

Mercedes-Benz Fashion Week: Jul. 1-4, Bebelplatz
Premium Exhibition: Jul. 1-3, The Station, Gleisdreieck
Bread & butter Berlin: Jul. 1-3, Flughafen Tempelhof
Spirit of Fashion: Jul. 2-4, Meilenwerk Forum für Fahrkultur
5 Elements: Jul. 1-3, Palais at Funkturm

—Karin Leiberg