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Fashion Capital Berlin

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Page 16 Page 17 Fashion shows and events Showtime! About a decade ago, one fashion event instigated Berlin's (re-)awakening as a fashion metropolis. Later, the first Mercedes-Benz Fashion Week Berlin further cemented Berlin’s reputation as an internationally significant city for fashion. Trade show locations such as the former Tempelhof airport and impressive backdrops, such as the Brandenburg Gate, mark the events with Berlin’s incomparable flair. Since 2003 the Berlin Senate Department for Economics, Technology and Research has played a special part in this development through its in-depth support of the fashion industry. Measures have included start-up financing and fashion competitions. Berlin Partner, too, contributed by creating Berlin Fashion Week, an overarching brand that congregates and focuses many communication and marketing activities. Berlin Partner has been developing and coordinating the national and international marketing for Berlin Fashion Week since 2007. The official Internet portal provides an overview and lists pertinent information. BREAD & BUTTER It all started with Bread & Butter. This fashion trade show moved from Cologne to Berlin in 2003. Today, the bi-annual event serves as a marketing and communication platform for roughly 600 hand-selected exhibitors. Denim and street wear are presented alongside established international and German brands such as Ludwig Reiter. Within the hangars of the now defunct Tempelhof Airport, labels show their latest collections to buyers and the media under a different theme each season. PREMIUM In 2003 Norbert and Anita Tillmann started the trade show Premium in the halls of a former postal freight depot in Kreuzberg. Premium is an internationally oriented show for womenswear, which has grown to include menswear as well as progressive sportswear, designer denim, shoes and work by promising young designers. Premium has now established itself as one of the most prominent events during Berlin Fashion Week. In an adjacent compound, Seek focuses on contemporary fashion, newcomers and avant-garde labels. MERCEDES-BENZ FASHION WEEK BERLIN In 2007, Mercedes-Benz Fashion Week Berlin heralded a new era for Berlin as a fashion city. Twice yearly, tents are raised at Platz des 17. Juni, adjacent to the Brandenburg Gate, and the event attracts celebrities, media and trade visitors from Germany and around the world. Fashion Week provides a professional stage for established German brands and a chance in the spotlight for up-and-coming local designers. At the same time, the event draws international labels eager to be seen against Berlin’s backdrop. PANORAMA In the spirit of this ever-changing city, a host of new events fills out the Fashion Week calendar each season. In January 2013 the Panorama fashion trade show premiered by attracting about 30,000 visitors. Showing at the new ExpoCenter Airport, Panorama features approximately 350 medium-priced labels. WHITE LABEL THE GALLERY The Gallery presents German and international contemporary fashion and accessory brands. The show is located in the former Café Moskau on Karl-Marx- Allee, not far from Alexanderplatz. CAPSULE GREEN SHOWROOM With three big events for “green fashion,’” Berlin has established itself as one of the leading cities for sustainable clothing design. The Green Showroom event, held at the exclusive Hotel Adlon, frees earth-friendly fashion from its staid eco-image by illustrating that sustainable clothing can be stylish. The showroom includes German high fashion alongside other international labels. ETHICAL FASHION SHOW The Ethical Fashion Show, an event organized by Messe Frankfurt, illustrates the potential of this up-and-coming branch of the fashion industry. The events aim to show the manifold creative possibilities in the field to fashion designers and producers who want to work in an ethically and socially responsible way. The trade show White Label revolves around anything “Made in China.” As Berlin’s first trade show for suppliers, White Label is conceived as a sourcing platform, giving businesses, retailers and buyers the possibility to interact – and place orders – with Chinese producers of womenswear, menswear, childrenswear and accessories. Observers have hailed the arrival of this event, which plans to expand to include suppliers from around the world, as solid proof that Berlin is also about selling fashion, rather than only showing it. SHOW & ORDER Show & Order, which targets sophisticated international brands, lures Berlin Fashion Week visitors to a rough-but-stylish former electrical plant on Köpenicker Straße in Kreuzberg. The lineup includes big names in fashion as well as quality-conscious, trend-oriented young designers from Germany. The American trade show concept Capsule, based in New York with outposts in Las Vegas and Paris, has chosen Berlin as its fourth location. The focus at Capsule is on progressive designers in avantgarde casual- and street wear, which are presented at new locations within the city each season - most recently at Postbahnhof near Ostbahnhof. Fashion for Everyone At some point, almost all trade show events open their doors to the public. This makes Berlin Fashion Week a special occasion for the entire city, not just for fashion pros. A great example for such an event is Wedding Dress: once a year, during the summer season, Brunnenstraße in Wedding becomes a hybrid of fashion market and festival. Concurrently, the city’s vintage boutiques congregate in Kreuzberg’s Umspannwerk to present themselves during the three-day sales event Toast & Jam. For the Showroom Days Berlin, more than 150 young and established, national and international designers and artists present their fashion collections, retrospectives, photography exhibitions and other interdisciplinary projects at over 50 locations.

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