Simultaneously to the previous edition of Mercedes-Benz Fashion Week Berlin, fashion fair Premium launched the Window Dresser Award (WDA). The challenge was to arrange a display window for the fashion store F95, run by Premium. “The idea grew out of a necessity. The window is the first contact with the customer and we have the feeling that this subject has been neglected, especially in Germany. The aim is to support emerging creative talent, just as we do with the Premium Young Designers Award,” said Premium organizer Anita Tillman. From a number of applications three finalists were chosen, who presented their work and themselves. The winners – stylist Frank Dingel and Karsten von Kuczkowski – with their window interpretation “the first time” are now in charge of creating a Christmas shopping window.