The announcement that Premium, Seek and Neonyt will take place in Frankfurt from summer 2021 and no longer in Berlin and that a Frankfurt Fashion Week will also be established in the Main metropolis has caused a great deal of murmur in the fashion industry. Especially since the organizers of Berlin Fashion Week apparently didn't know about these plans. It is clear that the focus for fashion fairs in Germany will be in Frankfurt next summer. It remains to be seen whether there will also be two parallel fashion weeks. We wanted to know from the industry how it evaluates the change of trade fair from Berlin to Frankfurt, how it assesses the Frankfurt location and whether the format of a Frankfurt Fashion Week can be established.

Here are some voices from trade and industry:


Renzo Braglia, CEO, Brama Group, distributing Boyish Jeans in Europe
“German fashion events were already divided among two cities - Dusseldorf and Munich, plus Hamburg, as an important centre for Communication and Press, and Berlin as a main centre for Fairs. The situation was already very fragmented. I think that a decision to move Premium trade show would have been better to choose a city like Duesseldorf that is ready in terms ofg hospitality and infrastructures, so as to strenghten it and try to concentrate all the fashion events in one city, as it happens all over Europe. We will evaluate if taking part in Premium in Frankfurt, but we would have definitely preferred Dusseldorf.”

Renzo Braglia
Photo: Brama Group
Renzo Braglia


Patrick Stupp, owner, Rich & Royal
"At this point in time, we would like to assess this completely neutrally. There is still no ready-made concept and too little information to be able to judge it reasonably and objectively. We don't want to say no in principle at this point either. But the decisive arguments for Frankfurt are still missing. So far, the industry has rejected the atmosphere of typical exhibition halls, why should it now be cool on the Frankfurt exhibition grounds? Berlin is a cultural, creative melting pot, where can the potential be found in Frankfurt? Frankfurt is above all gentrified, established and set. In the press conference there is a statement by Anita Tillmann, where she abbreviates: 'When we come, it’s over with boredom' after the 'Frankfurt side' has criticized its own subculture. It will take a tremendous effort to convince our demanding industry that Frankfurt has the potential to establish a fashion week with international appeal. We always worked very well with Anita Tillmann and got to know her as a power business woman. We are excited to see what rabbit she will pull out of her hat.”
Patrick Stupp
Photo: Rich & Royal
Patrick Stupp


Tommaso Andorlini, founder/CEO, FFW, Playground and SOTF
"Surely Frankfurt's atmosphere is not the same as the Berlin one, though it's a business city. And this aspect could not be negative at all. Airplane connections and infrastructures are surely number one level. Also important to understand will be how shows and trade shows approach will be and if they will mean to attract local market insiders or international ones. In every case it attracts me.”
Tommaso Andorlini
Photo: Tommaso Andorlini
Tommaso Andorlini


Ellen Wigner, owner, Erlebe Wigner, Zirndorf
“Berlin is a great city, no question about it. In the past there were legendary fairs that we will never forget. But let's be honest, the enthusiasm of the past few years has rightly been more than reserved. The spatial conditions in Berlin have been exhausting for everyone involved in recent years and many good brands and labels had withdrawn. It was just out of breath. Therefore, fresh wind cannot hurt. Perhaps now, after 18 years of trade fairs in Berlin, is the time for changes. We have known and appreciated Frankfurt for many years as a well-functioning trade fair location for Ambiente, Christmasworld with its Paperworld and Creative World trade fairs, the Frankfurt Book Fair. Frankfurt offers one of the largest exhibition centers in Germany, which has the advantage of finally being able to bundle everything. It is a city that is economically strong, international, and well connected by the airport. I cannot agree with the view that a trade fair city for fashion must be a 'fashion city'. Then I would have to say the same thing: for the Ambiente I need a furniture city and for the international book fair it would have to be Mainz, the city in which Gutenberg lived. Why shouldn't a professionally made fashion fair work in Frankfurt?”
Ellen Wigner
Photo: Ellen Wigner
Ellen Wigner


Fabio Bisogno, owner, Clan Upstairs, Milan
“It is all about reinvention and keeping things moving. This decision will surely bring a huge boost and attention to Frankfurt, which is a city better known for its financial district. Even if the city is now more about suits, bankers and conservatism, I do believe that it can offer inspiring locations and new experiences for fashion insiders. I think it’s a right move for the present moment. Being active, re-thinking and moving on could be a right step and a good way to overcame this critical moment. If Frankfurt became an attractive city with a strong and interesting creative scene, I would surely visit shows and fairs happening there.”
Fabio Bisogno
Photo: Fabio Bisogno
Fabio Bisogno


Volker Weschenfelder, managing director marketing, e-commerce and retail, Camel Active
"We were with Camel active in Berlin for many years at Bread & Butter and Panorama and always found the city and the atmosphere to be suitable and inspiring for our brand and our collection presentations. Last but not least, we had our big camel active brand event "See, feel, explore" organized with over 700 guests in Berlin in January this year. Frankfurt as a location takes some getting used to. From an organizational point of view, there are certainly a few things that speak for Frankfurt in terms of infrastructure, international airport and central location in Germany and Europe will follow the development and are looking forward to the concept and further information from the organizers."
Volker Weschenfelder
Photo: Camel Active
Volker Weschenfelder


Anna Cumerlato, owner, Folks Verona, Verona
“If I have to think about which might be an interesting destination for fashion insiders, Frankfurt might not be on top of my list. I think Berlin, Amsterdam or Copenhagen are definitely more suitable for this kind of business in terms of shops and cool and inspiring spots to visit, while visiting trade shows. Though I haven't visited Frankfurt recently so I might get surprised to find out that things have changed in the meanwhile!”
Anna Cumerlato
Photo: Anna Cumerlato
Anna Cumerlato


Kerstin Görling, owner, Hayashi, Frankfurt
“The change of trade fairs from Berlin to Frankfurt came as a great surprise to me. I am of course pleased that Frankfurt is gaining a trade fair that is relevant for the fashion industry. I think that the Frankfurt location with the airport, the infrastructure and the geographical location are advantageous to make a trade fair lucrative. Frankfurt hosts some of the world's largest trade fairs and can also organize a fashion week. Of course, Frankfurt can currently offer little creative fashion surrounding. The German fashion scene is located in Berlin, all agencies in Munich and Düsseldorf. A fashion week is not just about the exhibition halls, but also the environment. It will be a crucial point to take care of. High fashion and international buyers have rarely been to Berlin and will not come to Frankfurt either. The real fashion remains in Milan and Paris. Nothing is likely to change. Despite this, Frankfurt will be able to present the more commercial fashion of the high street brands very well. Berlin is still Germany's creative location, but I think Frankfurt is the ideal place to generate sales. At that time it was the same: the party was in Berlin, in Düsseldorf sales were made and the order placed. Why shouldn't that happen in Frankfurt now? Frankfurt as a city has the ideal conditions. As a store, I naturally benefit greatly from a fashion fair in Frankfurt. At the time of the Frankfurt Fashion Week we will of course also support the Frankfurt Fashion Week with an event or something similar. The more that happens in Frankfurt, the more worth the trip to Frankfurt.”
Kerstin Görling
Photo: Kerstin Görling
Kerstin Görling


Raimar Bradt, co-owner, Bube & König, Nuremberg
"Well, I think the decision is very good, because Berlin has not managed to make the turn to make the Fashion Week interesting. Change is usually the right step when you realize that it is no longer really accepted. I think that Frankfurt is very interesting and that it can establish itself because there are many good people behind it and Frankfurt is very suitable as a city for a fashion fair. Berlin was unfortunately weak as a city and also as a trade fair. I have hoped for more in recent years but will still miss it.”
Raimar Brad
Photo: Bube & König
Raimar Brad




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