Fashion is coming back to Berlin this summer

Premium Group, one of Europe’s most successful fashion trade fair platforms returns to the German capital

Fashion trade fairs are coming back to Berlin with a bang. According to a statement from the city yesterday, authorities have partnered up with the major organiser Premium Group. The two have announced that from 9 to 12 July, Berlin will be home to one of the biggest fashion trade fairs in Europe.

Though the name of the event is still not known, it was announced that it will be held on the grounds around the Radio Tower signalling the German capital’s return to the fashion scene. Premium Group is one of the most successful fashion fair platforms being behind events like SEEK, FASHIONTECH and THE GROUND.

SEEK focuses on street culture, while FASHIONTECK, you guessed it, combines fashion and technology in one lifestyle platform. THE GROUND, on the other hand, is a consumer-oriented festival focusing on making connections between brands and highly influential target groups.

Premium Group used to do their events in Berlin before the pandemic, however, they decided to move to Frankfurt am Main. Plans to hold the trade fair in Frankfurt fell through, though, due to pandemic regulations.

Jörg Arntz, Managing Director of the Premium Group, was quoted in a press release saying the event will take place in Berlin: “We are Berliners at heart and are confident that the new government will anchor Berlin as a creative metropolis in the long term and economically.”

Classic trade fairs – out of fashion!

The Berlin fashion trade fair is supposed to bring a load of new concepts to the table when it comes to organising events of this type. According to Anita Tillmann, Managing Partner of the Premium Group, classic trade fairs are just not up to date.

This is largely due to how the Covid-pandemic has changed attitudes in society on topics ranging from digital media, climate change to NFTs, gender equality and diversity. She also pointed out that Premium Group has strived to set industry standards, and this year is no different. The event is supposed to showcase the merging of B2B (buyer to buyer) and D2C (direct to consumer) concepts.

Municipal authorities have also expressed their excitement for the new development, with Berlin Mayor Franziska Giffey explaining that large trade fairs are an important magnet for domestic and international visitors to the city.

She continued: “Berlin is THE metropolis for the cultural and creative industries and Europe's largest start-up scene…We are therefore very pleased that we have succeeded in bringing the events of the Premium Group back home."