The Premium trade fair is getting bigger and more international. The next show is from July 2 to 4 at Gleisdreieck in Berlin’s Luckenwalder Straße and is fully booked with 900 brands and about 1,500 collections. The fashion and lifestyle collections chosen reflect the motto of quality trumping quantity in the areas of denim, sportswear, handbags, jewelry and footwear. “We want to offer the best setting for retail ordering as well inspiration for visual presentation in a highly contested market,” says Premium co-owner/manager Norbert Tillmann. For the first time, Russian designers such as Dina Faradhzeva, Sofia Zharova, Studio Seven, and Tvortz will be presenting their collections. Labels like Black Ballon, Diadora Heritage, Eton, Ivy Kirzhner, Natalie Vleeschouwer, Studswar, Swildens, and Victoria Beckham Eyewear will be featured at the event for the first time.

The centerpiece of the Premium will be World of Denim & Progressive Sportswear. This area of the trade show will bring together the cream of the denim and sportswear makers with such elite collections as 7 For All Mankind, Current/Elliott, JBrand, True Religion, Koral Los Angeles, Joe’s Jeans, Dondup, Silver Jeans Co., Rock Revival, 75 Faubourg, Genetic, Hudson Jeans, DL 1961, Blaumax, Mother, Robin’s Jean, Superfine, and Paige. “The denim Mecca is growing at a steady pace,” say the event organizers. The likes of labels Parajampers, Peuterey, Illogique, Diradora Heritage, Ecoalf, Pirelli P Zero, Colmar, Dekker, and Museum will be showcasing their styles in the sportswear section.

The new showroom concept, “The Essence of Premium,” puts international labels in the best light, showing off their authenticity, glamour, luxury and fine handicraft.  The list of high-end brands at the starting line for the second round include new entrants Roberto Collino, HTC, Giorgio Brato, and Avant Toi, as well as Tintoria Mattei, Monocrom, Blum, and Rocco P.

The Dissonance Area is focused on avant-garde brands. Eye-catching decor using aluminum and mirror objects highlights the individual character of these exhibitors. There is a growing share of Asian labels on hand, which are presenting their fashion creations headed by the motto "East goes West.” To give Asian contacts a positive boost, the Premium has once again invited a delegation of Chinese fashion buyers to participate. The objective is to promote business relations between Europe and China. The Chinese Ambassador to Germany and also the vice-president of the Chinese Garment Industry Association are expected to attend.