Anyone who believed that moving the trade fairs (Premium/Seek/Neonyt) from Berlin to Frankfurt and the newly presented concept of the Frankfurt Fashion Week by Messe Frankfurt and the Premium Group would now mean the end of the Berlin Fashion Week, was wrong.
In a statement released today by creative agency Nowadays, the organizer of Mercedes-Benz Fashion Week Berlin, Marcus Kurz, managing director of Nowadays says: “We received the news about the move of the Premium and Neonyt trade fairs from Berlin to Frankfurt in the summer of 2021 with surprise. Berlin has established itself as a fashion metropolis in recent years and offers ideal conditions for staging and emotionalizing fashion in a very creative environment.”
Ramona Pop, senator for economics, energy and business: “The Berlin Fashion Week continues to take place. The next time Mercedes-Benz Fashion Week as a successful marketing platform is planned for January 2021 in Berlin.”
Without the trade fairs, there are now considerations as to whether the shows could take place at a later date from summer 2021 to prevent overlaps with Paris. In addition, the creators of Berlin Fashion Week are in discussions with stakeholders and organizers, with which additional formats the fashion location Berlin and the Fashion Week could be strengthened.
The Fashion Online Shop About You continues to rely on Berlin as the venue for its B2C event, the About You Fashion Week (AYFW), which took place for the first time in summer 2019, is scheduled to take place twice a year from January 2021 as part of the Berlin Fashion Week.
The next edition of Mercedes-Benz Fashion Week Berlin is planned for January 2021 again Kraftwerk in Berlin Mitte. In the future, the focus will continue to be on high fashion labels from German-speaking countries and the promotion of young talents, a mix of catwalk presentations and installation concepts, as well as the involvement of the fashion-interested public. In addition, the platform is dedicated to future-relevant topics such as sustainability, fashion technology and digitalization.
Without a doubt, the departure of the Premium fair is a huge loss for the city of Berlin and above all for the Berlin Fashion Week. It is clear that the industry will no longer meet in Berlin in the summer of 2021. Buyers are certainly not coming to Berlin for Berlin Fashion Week. Orders and sales are now made in the Main metropolis. In addition, two possibly parallel fashion weeks could cause confusion. The industry’s call for a large, uniform fashion event had already been great in Berlin. There is also the question of what kind of fashion shows can be expected in the Frankfurt Festhalle from summer 2021. It seems questionable whether you really do the industry a favor with two ‘Fashion Weeks’ events in two different cities. In any case, it will be exciting to see how the two locations develop.