From July 6-8, the 18th edition of Berlin-based ‘new luxe’ platform Premium will take place in the ‘Station’ at Gleisdreieck. Like in the past seasons, Premium Men already opens its doors one day ahead, on July 5, and will present the collections of the classic to progressive men’s segment in hall 5 one the 2nd floor of the Station. “Bundling the collections of the men’s segment separately on the 2nd floor is a logical step,” explains Norbert Tillmann. “That’s what exhibitors and buyers both want.” Also one day before the official opening of the fair, around 11am, organizers are celebrating the winners of the Premium Young Designers Award for s/s 2012 in their F95 store.

Within the main event, organizers expect over 1,000 collections exhibiting their collections. Next to the halls of the Station and the ‘Atelier’, that this time is reserved for the new entry, Armani Jeans, also the outdoor area will host exhibition presentations of brands like 7 For All Mankind, Luis Trenker, Armedangels or Bogner Fire+Ice. “We are feeling honored that Armani Jeans has decided to join Premium,” Norbert Tillmann states. With the participation of the denim line, that in the past has never presented itself at a fair, the high-class denim portfolio of Premium, with previous brands, such as 7 For all Mankind, Bogner Jeans, Citizens of Humanity, Current/Elliott, Dondup, Goldsign, J Brand, JFour, Joe’s Jeans, Notify, Paige Premium Denim, People, Purple Denims, Rock Revival, Seal Kay, Silver Jeans Co., Superfine or Victoria Beckham Denim, will be professionally expanded.

Further new entries to other segments of the tradeshow are, amongst others, Twenty 8 Twelve, Superga, Ümit Ünal, Bruuns Bazaar, Iro or Haute Hippie. Also in the outdoor area, there will be a showcase with selected brands and bikes to pay tribute to the trend theme ‘Velo Couture’. The halls of the Station though will stay unchanged and are divided into the areas Best of Contemporary, The World of Denim & Progressive Sportswear, Accessories Gallore, High-End, Classic & Progressive Menswear as well as sophisticated Mens- & Womenswear.

Within Seek, the local brand portfolio will be optimized by new highlights and names such as Ally Capellino, Carin Wester, Diemme, Lunettes, Manastash, Minimarket, Monsieur Lacenaire or Paradise Found. Anita Tillmann: “Seek offers an excellent brand portfolio that exactly matches the special needs of a small, but very demanding group of Cosmopolitan buyers.”

To support Japanese designers after the catastrophe at the end of March, the initiative ‘Tokyo Gakudan’ was formed in Japan with a consecutive launch of the benefit project for Mercedes-Benz Fashion Week Berlin ‘Tokyo goes Berlin’. Premium is a main sponsor of the Berlin initiative and has provided more than 30 Japanese designers with an entire floor on the site of the Station-Berlin to present their collections.

With new locations each, Premium Order Düsseldorf will take place July 23-26, 2011, and Premium Order Munich will be running August 13-16, 2011.
Calendar of events Berlin