The trade fair landscape in Berlin is on the move again. At the beginning of the week, Messe Frankfurt presented a new concept for the green fairs Greenshowroom and Ethical Fashion Show Berlin: to set the course for the future both events will be merged under the name Neonyt. In cooperation with the FashionSustain conference, the #FashionTech organized by the Premium Group and other events and showcases, a global hub for sustainable fashion and sustainable innovations will be created.


Thimo Schwenzfeier
Photo: Messe Frankfurt
Thimo Schwenzfeier

"Sustainability in fashion has evolved from a nice-to-have to a synonym for innovation and progress. We want to present more than just a trade fair in the future," explains Thimo Schwenzfeier, who will be responsible for the development and implementation of Neonyt's new objective as the new show director. Schwenzfeier, who will also remain head of marketing and communication at Messe Frankfurt, will continue to be supported in his new position by Magdalena Schaffrin as creative director of the events. Neonyt is an artificial word and is derived from the ancient Greek word "neo" for new and the Swedish word "nyt" for new.

Olaf Schmidt, Ethical Fashion Show
Olaf Schmidt, Ethical Fashion Show

Olaf Schmidt, vice president of textiles and textile technologies at Messe Frankfurt, adds: "With Neonyt, we are launching a global hub that brings together visionary industry experts who are creating a broad stage for a sustainable lifestyle and consistently thinking of the fashion industry for the future.”

This new orientation also has consequences in terms of content. It means that the show has to get out of the niche, where it is currently feeling quite comfortable and successful, with a push towards conventional retailers to reach a wider target group. To reach this Schwenzfeier wants to make the brand portfolio more progressive in the future. The criteria catalog for sustainability continues to form the basis, but in addition the fashion level of the trade fair is to be significantly increased and brands of this kind are to be attracted to the exhibitor area that are not only sustainable, but above all stylish and trendy. The organizers are currently working on a criteria catalog that can be a yardstick for the degree of fashion. The Frankfurt trade fair team already has the right candidate in mind–those that are successfully operating in the market because of their look and quality of collections and services than on the basis of sustainability–but it was still too early for names. However, Schwenzfeier is pleased that Ecoalf will be showing at the Kraftwerk in July. Furthermore, the segmentation (Moderncasual, Craft, Urbanvibe and Greenshowroom as an area for a higher quality segment) will be retained and supplemented with new product areas such as Beauty.


Greenshowroom runway show
Photo: Greenshowroom
Greenshowroom runway show

The fashion shows will also to be continued, but they will take place under the umbrella of Mercedes Benz Fashion Week at the E-Werk, because they hope to reach the right target group there. 

Cooperation with bloggers and influencers is also to be expanded further.

The conference series FashionSustain, which made its successful debut in January, is to be installed as an integrated conference concept for the entire value chain, in the context of which sustainable materials, processes and industrial innovations will be presented. After all, Berlin is also the European capital for startups and young technology companies. Anita Tillmann, head of the Premium Group, recognized this some time ago and reacted with the launch of #FashionTech, which will also take place under one roof with FashionSustain in the future. Both events are an exciting symbiosis focusing on technologies and innovations under the roofs of Berlin.

FashionSustain conference at Kraftwerk Berlin
Photo: Thomas Niedermueller/Getty Images for Greenshowroom
FashionSustain conference at Kraftwerk Berlin

The new concept will take effect from the January 2019 winter edition. There won't be much new to see in July. Schwenzfeier describes it as the consolidation phase in which the event is currently in.


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