The 2010 summer edition of Premium, July 7-9, kicked off with the Premium Young Designer Award ceremony at Premium’s F95 fashion concept store last Monday. The award for best womenswear was given to the design duo of Derya Issever and Gimen Bachri for the Berlin-based label Issever Bahri, while the award for best menswear was handed to Italian Davide Bazzerla for his label, BZZ. The Swiss designer Anita Moser won for best accessories. All winners will additionally be awarded with their own booth at the upcoming Premium fair in January 2011.

Overall, the 16th edition of Berlin’s platform for new luxury appeared a success during all three days. Despite the high temperatures, exhibitors and customers looked satisfied and were in a good mood. By opening day, the exhibition halls at The Station at Gleisdreieck were filled with visitors pacing up and down the aisles.

Premium brands were displayed in six exhibition buildings covering about 20,000 sq. meters (215,000 sq. feet.). The segment categories Best of Contemporary Fashion, Premium Denims & Progressive Sportswear, Accessories & Shoes, High End, Classic & Progressive Menswear and Sophisticated Men’s & Women’s Collections showcased more than 900 international collections. The platform Seek, created in January 2009, again offered a heightened experience with its raw industrial space, while the men’s segment, open one day earlier than the main exhibition at the same location, once again included about 100 collections ranging from elegantly classic custom tailoring to progressive design.

While infotainment, denim and streetwear set strong trademarks at Bread & butter, industry executives and retailers at Premium liked its overall relaxed atmosphere and clear arrangement of the segments, creating a true working environment, one less chaotic and more product-focused.

Several brands, which switched from BBB to Premium, did not regret the move. “We came from Bread & butter to Premium last season. As our brand isn’t so much jeans driven but more upscale and a premium lifestyle brand, we feel we fit here quite well. The quality of traffic is great and the relaxed, less chaotic atmosphere is what we are looking for. It is important for us to spend quality time with our customer, to talk and be able to present our whole story within the booth — from the collection to the new store concept that we are launching in a bit. We could also imagine having a own show — if so, we would definitely show in Berlin. It is one of my favorite cities in Europe,” said Andrea Cannelloni, Vice President/General Manager of Napapijri.

“This is our second time at Premium,” added Marco Stein, country manager Germany for 7 for All Mankind. “This season we doubled our booth as we believe in the show. We feel it’s the right surroundings. Premium isn’t just local, it’s international — comparable to Tranoi in Paris, I think. We reach out to very good clients here. Bread & butter seems to have the higher competence in denim, but when it comes to premium denim, Premium knows best. Many of our customers are at Premium.”
Two symposia and a blogger panel rounded up the fair program. The next edition of Premium will be held January, 19. to 21. 2011.