June 25, 2021

What will Frankfurt Fashion Week in July look like after all?

3 min read

There won’t be physical events and no big bang, but nevertheless Frankfurt Fashion Week (FFW) will launch in summer–as a pure digital event from 5-9 July 2021. For this purpose, organizers Messe Frankfurt and Premium Group have developed a new online hub, FFW Studio.

Due to the ongoing pandemic situation, it was already announced on Wednesday that the physical events of Frankfurt Fashion Week (FFW) including trade shows Neonyt, Premium, Seek and The Ground as well as conferences Fashiontech and Fashionsustain scheduled 6-8 July, and the catwalk shows scheduled 5-9 July–cannot take place as planned and are being postponed to 19-21 January 2022.

“In addition to the pandemic regulations, the sense of responsibility towards all stakeholders was the crucial factor in this decision – after all, continuing to press ahead with the previous plans would shift the financial risk of organizing a physical edition of Frankfurt Fashion Week onto the shoulders of the exhibitors, visitors and partners,’ it says in a statement by FFW.

Still, the organizers of FFW, Messe Frankfurt and Premium Group, voted for a launch event and make it happen digital only. As part of the www.frankfurt.fashion website, the newly created FFW Studio will be the central platform for all fashion players and anyone interested in the industry.

Image pic Frankfurt Fashion Week Studio

Photo: Frankfurt Fashion Week

Image pic Frankfurt Fashion Week Studio

In a live stream, users can participate within the four channels Trade Show, Conference, Experience and Arts & Entertainment to represent the four pillars of the Frankfurt Fashion Week ecosystem, always with a focus on the overarching themes of sustainability and digitization. Following the live stream, the contents will be made available to all stakeholders for the interim season in the form of a series of on-demand videos.

The content line-up–including talks and panels among others–is being developed with partners from the politics, retail, industry and media sectors. As “additional highlights” FFW mentions insights into the two leading conferences of the new Frankfurt Fashion Week, the Frankfurt Fashion SDG Summit and “The New European Bauhaus – Workshop of the Future” conference, which are both taking place during Frankfurt Fashion Week for the first time.
Across three full days, from 6-8 July, Neonyt conference Fashionsustain aims to provide inspiration and know-how from the sustainable fashion scene. Further details will be announced soon.

“Now it’s time to look ahead. We set out to make Frankfurt Fashion Week and its ecosystem the driving force of the fashion and textile industry and to add relevant future issues to the industry’s agenda. And we still have our sights set on achieving this. […] This means that, even under these challenging circumstances, we will live up to our intention of completely reinterpreting a Fashion Week in Frankfurt and providing new momentum for transforming the future of the fashion industry,” says Detlef Braun, member of the executive board of Messe Frankfurt.

“For July we will now pool all our strengths to fulfill our responsibility to the sector digitally and without a get-together in person: in the FFW Studio, we will offer inspiration, while highlighting and discussing the topics of sustainability and digitization at the highest level in corresponding formats. It’s about creating a kind of pre-season taster of our vision of a new Frankfurt Fashion Week, despite COVID,” comments Anita Tillmann, managing director, Premium Group.

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